If your website gets visitors but not enquiries, your conversion rate is likely the issue. This guide breaks down simple, practical fixes that help turn more visitors into real customers — without increasing traffic or ad spend.
Your website conversion rate is the percentage of visitors who take a meaningful action — such as filling in a form, calling your business or requesting a quote.
A website doesn’t need more traffic if it’s not converting the traffic it already has. Even small improvements can lead to:
More enquiries
Better-quality leads
Lower cost per lead from Google Ads
Better ROI from SEO and paid traffic
Conversion optimisation is often the fastest way to grow results.
Many websites look fine on the surface but fail to guide users toward action. Common issues include:
Unclear messaging
Weak calls to action
Too much text, not enough structure
Slow load speeds
Poor mobile experience
Lack of trust signals
Fixing these doesn’t require a full redesign — just smarter decisions.
Visitors should understand what you do, who you help and how to get in touch within the first few seconds.
Your hero section should answer:
What service do you offer?
Who is it for?
What should I do next?
If people have to scroll or guess, they’ll leave.
Every page should guide users toward one primary action.
Effective CTAs:
“Get a free quote”
“Book a consultation”
“Request a call back”
CTAs should be:
Visible without scrolling
Repeated naturally down the page
Written in plain, confident language
Avoid vague buttons like “Learn more” unless they lead to the next logical step.
Long or complicated forms reduce conversions.
Best practice:
Ask only for essential information
Use clear labels
Avoid unnecessary dropdowns
Make the submit button obvious
If a form feels quick and easy, more people will complete it.
People won’t enquire unless they trust you.
Trust signals include:
Reviews and testimonials
Case studies
Photos of real work or team members
Accreditations or experience
Clear contact details
Trust should appear before the user is asked to convert — not after.
Most website visitors are on mobile. If your site is hard to use on a phone, conversions will suffer.
Check:
Buttons are easy to tap
Text is readable
Forms work properly
Pages load quickly
A mobile-first experience is essential for conversions.
Even a 1–2 second delay can significantly reduce conversions. Focus on:
Image optimisation
Removing unnecessary plugins
Clean layout and structure
Speed improves both user experience and SEO.
If someone clicks an ad or search result, the page they land on must match what they expect.
For example:
“Roofer near me” → roofing service page
“Mortgage broker advice” → advice-focused page
Mismatch causes drop-offs. Alignment increases conversions.
Too many choices confuse users.
Avoid:
Too many CTAs
Overloaded menus
Competing messages
Each page should have one main goal.
You can’t improve what you don’t measure.
Track:
Form submissions
Phone clicks
Button clicks
Page engagement
This shows what’s working and what needs improvement.
Conversion optimisation isn’t about one big fix — it’s about ongoing improvements.
Even improving your conversion rate from 1% to 2% can double enquiries without more traffic.
Most service-based websites convert between 2–5%. With optimisation, many achieve higher results depending on industry and traffic quality.
Usually better conversions. Improving your website first gives you more value from existing SEO and Google Ads traffic.
Some improvements (CTAs, forms, messaging) can increase enquiries within days. Others improve performance over time.
Your website should work as a lead-generation tool — not just an online brochure. By focusing on clarity, trust and user experience, you can turn more visitors into customers without increasing traffic or spend.
