Website audit
Why your website is not generating enquiries
A new design can be an expensive way to keep the same underlying problem. First check whether enquiries arrive, who visits the website and what they see before submitting the form.
Work through the chain: enquiry delivery → measurement → relevant visitors → a clear offer → an accessible contact route. Fix the break you can demonstrate, then observe whether behaviour changes.
Send a test enquiry and find it at the destination
Open the website on your phone without an admin session and submit the form normally. Confirm that the message reaches the inbox or CRM, the fields are intact and the responsible person sees the notification. A thank-you message on screen does not prove delivery.
Repeat this for each important route: the homepage, service pages and campaign pages. Check spam folders, recipient addresses and mail service limits. If a form reports success after sending fails, the visitor expects a response to an enquiry the business never received.
Test phone, email and messaging links separately. A button can point to the wrong address or an unattended account. Resolve these faults before changing the visual design.
Separate a button click from a received enquiry
Distinguish starting a form, successfully sending it and opening another contact channel in your analytics. Someone may click Send with invalid fields, or the request may fail. Opening a messaging application does not prove that they wrote a message.
Analytics goals should correspond to meaningful actions. Compare recorded events with actual enquiries. If a goal fires but no message arrives, inspect delivery and the event definition. Form analytics can help locate friction during completion, but it does not replace an end-to-end delivery test.
Keep message contents, email addresses and phone numbers out of event names and parameters. The action type, page and submission state are enough for this diagnostic task.
Check who visits and where they land
Total visits tell you little about purchase intent. Split traffic by source, landing page and device. Check search terms and geography where available. A visitor looking for a do-it-yourself repair guide has a different intention from someone trying to book a technician.
Imagine a local service advertising nationally. More visits would not automatically mean more sales opportunities. This is a hypothetical example: verify the cause in campaign settings and data rather than judging the website by its appearance.
Compare the advertisement with the landing page. A person responding to a specific service should not have to find it among every other offer. Correcting a campaign destination may be more useful than rebuilding the homepage.
Scroll the table horizontally
| Observation | Check next |
|---|---|
| Goals fire, but the team receives nothing | Delivery and the event's trigger point |
| Visitors come from outside your service area | Campaign targeting and page conditions |
| People start the form but do not finish | Errors, required fields and the mobile journey |
| Enquiries arrive, but few fit the service | The match between the offer, queries and audience |
Answer basic questions before asking for a phone number
A service page should explain the work included, limitations, pricing method and what happens after an enquiry. If a quote needs an inspection or scope review, explain the process and the information required.
Replace general promises with verifiable details. Show the work included or your own example instead of saying high quality. Explain which decisions are discussed instead of saying personalised service. Some visitors will not share their number just to learn the basic terms.
Test the whole mobile route: readable copy, unobstructed buttons, a suitable keyboard and understandable validation messages. Ask someone outside the project to find the conditions and contact you. Watch where they stop without guiding them.
Make one change supported by an observation
Record the issue, the evidence and the change: the error message falls outside the phone viewport, so display it beside the field. Repeat the scenario after the fix and review comparable periods. Changing the campaign, offer, form and design together makes it difficult to tell what helped.
Do not compare enquiry counts alone. Traffic volume and composition may also have changed. With few enquiries, conclusions are particularly uncertain. A test can establish that a form works; the effect of new wording on sales requires observation.
When local fixes are blocked by a confusing structure or technical constraints, discuss a redesign. An audit should first produce confirmed issues and priorities, rather than a promised percentage increase in enquiries.
Further documentation
Need a review of your current website?
Send the address, the enquiries you expect and what you have already checked. We can start with the visitor journey.