The website gets two thousand visits a month and four enquiries come in. The usual reaction is to want more visits — spend on ads, write more articles, tinker with SEO.
Do the other sum first. If you can go from four enquiries to eight with the same two thousand visits, you've doubled your results without spending a penny more on acquisition. It's almost always cheaper and faster than bringing in twice as many people.
Where they give up
There's no need to guess. In the analytics tools you've already got installed, look at the journey: how many reach the service page, how many open the form, how many submit it.
The number always drops at each step — that's normal. What matters is finding the step where it falls off a cliff. If a hundred people open the form and seven submit it, the problem isn't the whole website: it's that form, and that's where you fix it.
Half an hour looking at this is worth more than a month of meeting-room opinions about the colour of the button.
The four most common causes
The form asks for too much. Every extra field is fewer people. A quote request needs a name, a way to get in touch, and a box for the person to say what they want. Everything else — company size, how they heard about you, job title — gets asked later, on the phone, to whoever's already responded.
It's not clear what happens next. “Submit” says nothing. “Request a quote — we reply within 24 hours” says two things the person wants to know before handing over their details.
There's no proof. Someone who's never hired you is deciding on very little. Finished work, client names, a line from someone who's already been through it — that's worth more than three paragraphs saying the company is dedicated.
There's no price at all, not even a ballpark. It's the single most common reason someone leaves without getting in touch: they don't want to expose themselves to a sales conversation without knowing whether it's a thousand euros or thirty thousand. A price range filters out those who were never going to hire you and reassures those who were.
Some are lost before that, too
Some people never even reach the form. They leave within the first few seconds, and the reasons are almost always the same three: the page is slow to load, you have to zoom in to read it on a phone, or the text at the top doesn't say what the company does.
That last one is more common than it sounds. Lines like “integrated solutions for your business” could sit above a metalworking shop, a clinic, or a consultancy, and nobody would know the difference. Someone arriving from a search has to understand within two seconds that they're in the right place — and the plain name of what you actually do is the surest way to get that across.
Change one thing at a time
The temptation is to redo everything at once. If you do, the numbers will shift and you won't know why — and the following month you won't know what to keep.
Pick the change most likely to work, make it on its own, and wait long enough to get data that actually means something. With few visits a month, “long enough” can mean six weeks, and a difference of two enquiries proves nothing: it's noise.
Companies with a lot of traffic can run two versions side by side. With two thousand visits a month, that won't give a reliable result — it's better to apply what's known to work and measure month by month. It's UX/UI work paired with copywriting.
How many of your visitors make it to the end?
Tell us how many visits and how many enquiries you get a month. We'll look at the journey and tell you where they're being lost.