Service
The traffic is usually not the problem
Most sites do not need more visitors. They need to stop losing the ones they already get.
Where enquiries actually leak
A visitor becomes an enquiry by completing a path, and a path fails at a specific point rather than in general. Finding that point is the entire job — and it is usually somewhere much earlier and much more boring than people expect.
- 01
They arrive and cannot tell
The first screen does not answer what this is, who it is for, and what to do next. Nothing further in the funnel matters, because most of the loss has already happened here.
- 02
They cannot find the answer
Price range, service area, whether you handle their specific situation. An unanswered question is not neutral — it is a reason to check the next tab instead.
- 03
They are offered four things
A call, a brochure, a newsletter and a chat widget compete rather than combine. Fewer choices convert better, and it is not close.
- 04
The form asks too much
Every additional field is another chance to reconsider. Ask for what is needed to have the next conversation, and ask the rest in it.
- 05
Nobody replies quickly enough
The fastest reply usually wins, because the person is comparing right now. This is an operations fix, not a design one — but it lives on the same path.
Measured, not redesigned on a hunch
The instinct when enquiries are flat is to redesign, which is expensive and destroys the evidence — a new site changes a hundred variables at once, so whatever happens next cannot be attributed to anything.
The cheaper order is to instrument first: analytics that record where people leave, form tracking that shows which field they abandon, and recordings of real sessions. A few hours of that usually points at one or two specific fixes.
What tends to move the number, and what tends not to
Both lists come from the same well-meaning instinct to improve the site. Only one of them changes the outcome, and the difference is whether the change removes a reason to leave.
Rarely moves it
- A new color scheme or refreshed illustrations
- Button color tests on a page nobody scrolls
- More copy explaining the same thing again
- A carousel, so nothing has to be cut
- Adding a second and third call to action
Usually moves it
- Saying what you do in the first screen, plainly
- Answering price and eligibility before they ask
- Cutting the form to what the next call needs
- Making the phone route a real tap target
- Loading fast enough that nobody leaves first
Measured on this page, in your browser
The path off this page
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These are read from your browser as you look at this, not typed in by us. Open devtools and check them — that is rather the point.