Content flow: how a service website should guide a visitor
The order of your content is not a design choice. It is a decision about what you want the visitor to understand first, and most sites get it backwards.
A visitor to your website does not read it. They scan it, in a pattern that is predictable and short. You have about three seconds to answer three questions: what is this, is it for me, and what do I do next. The order of your content decides whether they stay long enough to answer those questions themselves, or leave having answered only "I am not sure".
The first thing is not about you
The most common opening on a service website is a story about the business. How it was founded, what the founder believes, what makes it different. The visitor does not know you yet, so none of this lands. They are looking for a signal that they are in the right place, and that signal is a headline that names what they need: the service, the place, the outcome.
"Physiotherapy for runners in [area]" is a better opening than "We believe in holistic care". One tells the visitor you understand their problem. The other tells them you have a philosophy, which is not what they came for.
The flow is a sequence of decisions
After the opening, every section should answer the question the visitor has at that moment. The sequence is roughly: what you do, who you do it for, how it works, what it costs or what happens next, and finally a way to act. Reordering these is how you lose people. Asking them to book before they understand what you offer is asking them to commit before they have a reason to.
One page, one purpose
A page that tries to be everything, a homepage that is also a booking form, a blog, and a gallery, ends up doing none of them well. The flow breaks when a visitor has to figure out where they are. Give each page a job, and let the flow between them be obvious.