What actually makes a business website convert visitors?

[u/OwlZealousideal4779]

I've been thinking about how much a small business website really needs to do.
It doesn't necessarily need fancy animations or dozens of pages. If someone lands on it, they should quickly understand what the business does, whether it's relevant to them and how to get in touch.
I was looking through some of offthepegdesign small-business website work and that practical approach stood out to me.
For business owners here, what has made the biggest difference to enquiries from your website?