Why your website gets visitors but no enquiries
A website can look good and still not do its job. Usually the reasons are simple, and fixable.
Many business websites are built to look credible rather than to produce enquiries. They describe the company well, but a visitor who is ready to buy has to work to find out what to do next. Here's what usually gets in the way.
Visitors can't tell what you do in ten seconds
The first screen should say what you do, who it's for and what to do next. If your headline is a slogan that could belong to anyone, visitors leave before they scroll. Name the service and the outcome in plain words.
There's no single next step
Pages with five equally loud buttons produce fewer enquiries than pages with one clear action. Decide the main thing you want a visitor to do, such as book a call or request a quote, and make it obvious on every page.
The site is slow on a phone
Most visitors arrive on mobile, often on patchy connections. Heavy images, sliders and unnecessary scripts make pages slow, and slow pages lose people before they've read anything. Test your site on a phone, not just a desktop.
Ads send people to the homepage
If you're paying for clicks, sending them to a general homepage wastes money. Each campaign deserves a landing page that repeats the ad's promise and asks for one action.
Enquiries disappear after they arrive
Sometimes the website is working and the problem comes after. A form that emails a shared inbox, with no automatic reply and no owner, quietly loses leads. Connect your forms to a CRM, reply instantly and assign someone to follow up.
Nobody can see what's working
Without tracking, you can't tell which pages or sources produce enquiries. Set up analytics and conversion tracking at launch, and pass the source of each enquiry into your CRM so you can see which ones become customers.
A short checklist
- Your first screen names the service, the audience and the next step.
- Every page has one primary action.
- Pages load quickly on a phone.
- Each ad campaign has its own landing page.
- Every enquiry reaches your CRM with its source, and gets an instant reply.