Main water line shut off valve

Hello I was trying to shut off the main water line to my house today and when I twisted the valve shut the water wouldn't stop.
I had the water off just the other day to switch the kitchen sink tap. It was hard to turn and crunchy sounding when it closed, but it did stop the water. Today I twisted it shut but the water still flows.
I wanted to put a 3/4 shark bite ball valve in but wanted to make sure that was allowed on the main line. And do I have to call the water company to stop the water to my house. Thanks