To be honest I usually ask ppl to give me some basic company info and make up the rest myself for maximum google exposure & to optimise conversion rates, as most people who write their own text for a website do it completely backwards - the natural inclination is to be all about "How we work", "How WFP Works" etc etc,... when website text should be all about the benefits to the customer.
Text plays a big part in Google optimisation too, so its vital to get it right.
Images on the other hand are more important to the viewer - stock images often look too professional, unobtainable & expensive,... where real photos of you at work mightn't have the save slick pro photographers finish, but they resonate better with the home owner.
Photos shouldn't be "Dirty window - clean window - dirty conservatory - clean conservatory",.. you have to remember that you're not selling a service - you're selling YOURSELF as a service provider, so photos should be "Me cleaning a window - me cleaning a conservatory" etc etc.
ALWAYS include yourself or one of your workers in the website photos - tests show that this simple change can double the amount of phone calls you get from a website!!!