To be honest, I'm not sure how many sites I am involved with but this is what Itry to achieve with a service type site.
Look at it as an online brochure. Unlike a printed brochure, you are not limited by space and can update at any time.
The visitor is either interested or they are not. Unless they have an emergency, they are looking for as much information as possible. If they do have an emergency, you need a short, straight to the point page about call outs.
My aim is , that by the time the visitor has read through (and if they are interested, they will read every word - analytics figures back this up), they should be already sold. This means they are phoning / emailing to either get a price or to ask when you can book them in.
VITAL POINT; To get them to that point you have to "pitch" the copy purely to THEIR needs.
As an example, if you are using HOST, telling them the carpet is left dry is not enough.
Tell them "the carpet is left dry... which means you could have your carpet cleaned in the afternoon and still have the furniture back in place for a dinner party at seven. Imagine how your guests will admire your newly cleaned, fresh smelling carpet".
You should have a page for every different thing you do (services).
Important. Assume that most web designers have never written a sales letter in their life ( Most haven't. I only know one who really "gets" copywriting - and he does not build sites now. He's making loads teaching other web designers about direct response selling!).
Look at them as the bricky and yourself as the architect and don't get bullied by phrases like "people won't read that stuff". If they are interested, they will and those are the people you are looking for.
Hope that helps for starters.