A clear definition of the service in plain language near the top, what is actually delivered, a realistic timeline, an honest statement of who it is wrong for, transparent pricing or a range, and one obvious next step.
The fit filter is the element most often missing and the one that most improves enquiry quality.
Lead with the definition — it is what AI systems extract and what buyers scan for.
One service per page. Combined pages rank and convert worse than separate ones.