Doubling website conversion is often free. Doubling traffic is expensive. If your site gets visitors but not inquiries, fix these five things before running ads.
1. One primary action per page
Every page should answer: what should I do next?
- Call now
- Request quote
- Book consultation
Multiple competing buttons ("Learn more," "Subscribe," "Follow us") dilute intent.
2. Speed is conversion
Amazon found 100ms of latency hurts sales. For local services, a 3-second load on mobile loses impatient homeowners.
Target: Largest Contentful Paint under 2.5s
Test yours: Google PageSpeed Insights. If you score poorly on mobile, fix speed before SEO or ads.
3. Trust above the fold
Visitors decide in seconds. Show:
- Who you serve
- Where you serve
- Proof (reviews, logos, certifications)
- Real photos. Not obvious stock
4. Forms that respect mobile
- Minimum fields: name, phone, need
- Large tap targets
- Confirmation message or instant email notification to you
If inquiries sit in spam, you lose jobs. Test your form weekly.
5. Match search intent
If someone searches "emergency plumber Minneapolis," they need a phone number. Not a 2,000-word company history.
Build location + service pages that mirror how people search.
6. Track what works
At minimum:
- Google Search Console (free organic data)
- Form submission notifications
- Call tracking or dedicated line for web leads
Without measurement, you optimize guesses.
Quick audit checklist
- [ ] Phone clickable on mobile
- [ ] Loads fast on 4G
- [ ] Clear headline with offer
- [ ] Proof section exists
- [ ] Form tested in last 7 days
- [ ] Thank-you or confirmation works
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