Most websites underperform because they start with pages, not outcomes. Before colours, layouts or CMS choices, define who the site is for and what a successful visit looks like.
Start with conversion goals
Decide the one primary action: a quote request, a booking, a demo, or a call. Secondary actions can exist, but the homepage and key landing pages should point toward that goal.
Map the journey
Write the questions a first-time visitor will have. Then answer them in order: who you are, what you do, proof you can do it, and how to start.
Only then design
Visual design should support that path. If a section does not help someone decide, it is optional. That is how you plan a website that actually converts.