“We get plenty of visitors, but nothing comes from it.” It is one of the most common complaints in our intakes, and rarely a traffic problem. The path from landing page to enquiry has a gap somewhere.
Follow one visitor’s path
Try it yourself on your phone: search for your most important service, land on the page and attempt to make an enquiry. How many steps does it take? Is the button below the fold? Does the form ask for ten fields when two would do? Every extra step loses visitors.
Measure where the leak occurs
Without measurement, every change is a guess. Check each step: how many visitors see the service page, start the form and complete it? The biggest drop identifies where to begin, one focused change is often enough to produce a visible result.