As
@fisicx has said, you have to think about the whole website and lead generation process the other way around. Who are you target customers, where do they look, what do they search for and why will they use your services.
You need to think about what type of customers/businesses can you help, how do you help them, and what is the outcome of the help; e.g. why would they use you?
The detail above forms the basis of your marketing and lead generation plan. As an example, if they search on Google, some people will search using big volume terms; e.g. "trademark registration", which has 5k-10k search variants a month in the UK, but many of these will be getting an idea, or do it themselves and won't ever spend any money with you.
Keywords that add, service, company, help etc have much smaller monthly search volume, but are more likely to be your core type of customer.
You need to research what customers want and need, then search for, and analyse what the competition does to make sure your offer is compelling.
Trust also comes into it, so testimonials, reviews and promoting successful outcomes for other clients is a key part of signing new clients up.
As to what the website, copy and marketing plan looks like, that's what the research is for, If you don't do this first you're guessing. If you can't do it, you need to engage a company or person that can do it for you.
