Half your traffic is an emergency and does not read
A limb is on the roof, a tree is leaning over the driveway, or a storm just came through. That visitor scans for a phone number and whether you come out fast. If your site takes three seconds to load on a phone with a weak signal, the call goes to someone else.
The other half is planning — a removal they have been putting off, trimming before winter, stump grinding after a removal. That visitor wants to know if you are insured and whether you clean up.