If having the customer's trust is a deal breaker, then what should be on the homepage depends very strongly on the type of commercial service(s) which is provided.
For example, if it's construction services, perhaps the home page would contain awards of clean incident records, completed projects, credentials of key engineers/ engineering leads that should be displayed to build a sense of trust and reliability.
Transparency on pricing, schedules, and etc. would also build trust with the clients. But these elements should not be placed on the homepage, they can be kept somewhere accessible for interested buyers.
And I am just guessing here. You should talk to a few of your clients and ask them why they gotten the service from you. What you have done that allows them to find you trustworthy. From their replies you would know what should be placed on the homepage of your website. Good luck!
Edit 1:
I misunderstood what you were asking. And following your comment you left on the previous answer, the question is much clearer now.
Both options of showing credibility and being transparent are core elements to building trust with people.
However, I feel that which option should take precedence is heavily dependent on your target user profile/ persona. For instance, in some Asian cultures, people generally trust products and services recommended by families and friends. In this case, content focused on credibility and lifestyle fit would take precedence to build trust.
On the other hand, in cultures where transparency in transactions are highly valued, e.g. some European cultures, content focused on what services are being offered, at what price, in which locations, etc would be more effective in building trust.
In short, I suggest to return to your target user profile/ persona and probably conduct a design workshop to understand their internal processes of placing trust on businesses, especially if cultural norms on placing trust isn't clear in your community.
