Getting visits but no enquiries? Fix these leaks first

Traffic is only half the job. If people land on your site and leave without calling, booking or filling in a form, you're paying to get found and getting little back. The fixes are rarely glamorous, and that's the good news: most of them are quick.

1. It isn't clear what you do, or where

The first screen should answer three questions in plain words: what you do, who it's for and where. "Emergency plumbing in Hamilton, day or night" tells a visitor they're in the right place. "Excellence in every drop" doesn't.

2. There's no obvious next step

Every page needs one main action, like Book a visit, Get a quote or Call now. Put it where people see it without scrolling, and repeat it further down. When five buttons all compete for attention, none of them stands out.

3. It's slow, especially on a phone

Google's Core Web Vitals describe what a good experience looks like^[1]:

• Loading: the main content shows within 2.5 seconds (Largest Contentful Paint).
• Responsiveness: the page responds to a tap or click within 200 milliseconds (Interaction to Next Paint).
• Stability: nothing jumps around while the page loads (a Cumulative Layout Shift of 0.1 or less).

Google recommends measuring these at the 75th percentile of page loads, on mobile and desktop separately^[1], so the test isn't your fast office connection. You can check any page for free with PageSpeed Insights^[2].

4. Calling you takes effort

On a phone, your number should be one tap away: a real phone link, not an image or plain text. Put it in the header. Your address should open in maps the same way.

5. The form asks too much

Ask only what you need for a first reply: usually a name, a way to reach them and what they need. Everything else can wait for the conversation. Then tell people what happens next and when they'll hear back.

6. There's nothing to trust

Someone choosing a contractor, a clinic or a lawyer is nervous about picking the wrong one. Show real reviews with names and places, real photos of your work and your team, and the things that prove you're established, like licences, memberships and years in business.

7. Enquiries wait too long for a reply

This leak happens after the form is sent. In a Harvard Business Review study of 2,241 US companies, firms that tried to contact a lead within an hour were nearly seven times as likely to qualify it as those that waited even an hour longer, and more than 60 times as likely as those that waited 24 hours or more. The average response time was 42 hours^[3].

The study is from 2011, but the lesson is simple: reply while people are still deciding. An instant confirmation, and an alert that reaches you wherever you are, close most of that gap without hiring anyone. Here's how to reply to every enquiry fast.

Measure it, or you're guessing

Set up tracking so every call, form and booking is counted. In Google Analytics 4, the actions that matter to your business are called key events^[4]. Once you can see which pages and sources bring enquiries, you know where to spend next.

Where to start

Run our free audit. It scores your homepage on getting found, converting visitors and following up, from 20 checks, including whether it's mobile-ready, how fast the server answers and whether there's a tap-to-call link, email link or form.