Use one good photo, not five mediocre ones
Your landing photo should be either you, your space, or your work — whichever a customer is most curious about. Shoot in natural light. Don't put a logo on top of it. If you're not sure which to pick, ask three customers which one would make them more likely to book; pick the one that wins.
If your work is the product (hair, nails, tattoos, photography, makeup), put a small gallery of recent results below the landing photo. Two rows of three is plenty.
Order services by how often they're booked
Put your most-booked service first and your long-tail services last. The first service in the list gets clicked roughly twice as often as the bottom one — not because it's better, but because it's first. If you offer good/better/best tiers, list them in that order so the middle option reads as the natural pick.
Once a quarter, look at your top-five services and resort if anything has shifted.
Show price and duration on every service
Hidden prices kill bookings. If a customer has to start the booking flow to find out what something costs, a meaningful number of them won't. Put the price and the duration next to the service name.
If your prices vary based on length or complexity (hair color, tattoo work), use the lowest honest number with a "+" or a short note. "From $120" beats "Pricing varies" every time.
Write descriptions the way you talk
Read your service description out loud. If you'd never actually say that sentence to a customer who walked in, rewrite it. "30-minute single-process root touch-up using ammonia-free formula" is fine if that's how you'd say it; "Premium color rejuvenation experience" is not.
Trust info above the fold
Phone, email, business hours, and Instagram. Four small pieces of information that tell a stranger you're a real business run by a real person. Timebase pulls these onto the landing block automatically — keep them filled in and current.