Describe the customer and their situation
Explain who usually buys, what triggers the search and what concerns delay a decision. Real customer language is more useful than a list of broad keywords.
Define the services and boundaries
List priority services, areas served and work you do not accept. This helps the website attract suitable enquiries and set honest expectations.
Agree the next action
Choose the action a serious visitor should take, then decide what information you need to qualify that request without making the form unnecessarily difficult.