The specific failure is starting with a statement about your business rather than about the visitor's situation. Welcome to our website, established in 2010, or a slogan that means nothing to somebody who arrived thirty seconds ago. The visitor is deciding whether they are in the right place, and a sentence about your history does not answer that.
State the offer plainly. What you do, for whom, in language they would use. A sentence containing a recognisable customer and a recognisable problem does more than any amount of polish, because it lets somebody self identify or rule themselves out immediately, and both are useful outcomes.
Then give one clear action rather than several. A page offering to call, email, book, download, and subscribe converts worse than one asking for a single thing, because every additional choice reduces the proportion who take any of them. Decide what you most want a visitor to do and make that the visible action, with everything else available further down.
Below that, the order that works is proof, then detail, then reassurance. Proof means reviews, recognisable clients, or examples of work, positioned high because a stranger has no reason to believe you yet. Detail means what you actually offer. Reassurance means answering the hesitation, which is usually about price, timescale, or what happens if it goes wrong.
Check it on a phone before anything else, because that is where most visitors arrive. What occupies the first screen on a narrow display is what your home page actually says, and it is frequently a large image and a menu icon while the answer sits three scrolls down.
The test worth applying is to show it to somebody outside your industry for ten seconds, then ask what you do and who for. If they cannot answer, no amount of design work below the fold will fix it, because they were never going to reach that part.
Keep the navigation short, because every additional item reduces the chance somebody selects any of them. Five or six entries covers almost every first year business, and anything that exists mainly for completeness belongs in the footer. A menu that requires reading is a menu that delays the decision you wanted the visitor to make.