01
You're asking for their keys before they've met you.
A stranger in the house is the whole objection. The homeowner compares three cleaning companies at 10pm, and the one that shows insurance, vetting and a wall of reviews gets the walkthrough. A thin profile ends the conversation before your price is ever seen.
The trust answers go first, everywhere.
Your insurance, your vetting, your guarantees and the same-cleaner-each-visit promise sit on top of every page, with reviews right beside them and growing after every clean. The keys question gets answered before it's asked. Trust is the sale, so the site sells it.