Most small businesses spend their brand energy on the thing that gets looked at least and they don't even know it. Here's the actual ranking, for a business with a handful of staff and no ad budget.
First: the people. A four-person crew on site for three days is seen by neighbours, the client, two deliveries and everyone who drives past. Call it a few hundred impressions a week, all of them in person, all of them attached to work someone can see you doing. Not having your team dressed in your gear with your brand identity in clear view is a missed opportunity.
Second: the vehicle or signage. Same logic, visible in public, unattended, working while you're inside.
Third: the invoice, the quote, the menu, the email signature. Small audience, but every single one of them is a buyer at a decision point.
Your website comes fourth, and it only gets visited after one of the first three has already done its job.
None of that means the website doesn't matter. It means the order you fix things in is probably backwards.
If your team is the most-seen surface you own, that's the one worth sorting first and it's often the cheapest for the maximum return on investment.