The site didn't win the work alone
A buyer who finds you online checks three things before they call: whether you look like a real company, whether you serve their area, and whether you'll be easy to work with. The site answered all three before anyone picked up the phone. The fast written replies, the walkthroughs and the documents did the rest.
That's the order we work in for clients too. First the site and the documents that prove what you do. Then the outreach that sends buyers to them.