Pest control has two customers. The panicked one (roaches in the kitchen, wasps over the door, something scratching in the pantry) searches and calls within the hour. The planner compares quarterly plans for a problem they'd rather never have. The panicked one pays for this month. The planner, on a recurring plan, pays for years. Your website has to convert both.
Modern Websites builds pest control sites with the plan at the center: a clear recurring-service section with what's covered and what it costs per quarter, pest-specific pages for termites, rodents, bed bugs, ants, and mosquitoes, and a same-day path for the emergencies. Live in 7 days, $250 a month (about what you charge for a couple of quarterly visits).
You're also asking to be let inside people's homes, around their kids and their pets. The national chains bury that trust question under brand advertising. A local operator can answer it better (real faces, real licensing, plain talk about products and safety), but only if the website does the answering before the first knock on the door.