StrategyUpdated
Being found and being chosen are two different problems
Discovery and assessment are different stages. Search can bring a company into view; clear service information and credible evidence help a buyer decide whether to contact it. Review both stages before deciding where to spend.
Start with evidence of the problem
Review search visibility, relevant visits, inquiries and the quality of those inquiries. Low traffic alone does not identify a single cause, and visits without inquiries do not prove the design is at fault. Check the audience, offer, page and contact process together.
Make the service easy to assess
Explain the work, where it is delivered and the result the customer is seeking. Include relevant credentials and projects only where they are accurate and approved for publication. A company should be able to check its own claims against the records behind them.
Test the inquiry route
Open the site on a phone and complete the inquiry steps without sending a test to the live recipient. Check readability, relevant choices and whether the next step is clear. Then verify delivery through an agreed test. An attractive page does not compensate for an inquiry that cannot reach the company.
Sources
More insights
Questions
- Should we improve the website before buying more traffic?
- First check whether the page explains the offer and whether the inquiry route works. Prioritise the problems the review actually finds.
- Why are visits not becoming inquiries?
- Possible causes include the audience, offer, missing information or a difficult contact process. Review them before changing the design.
- What evidence should we publish?
- Relevant, accurate credentials and completed work that the company is authorised to disclose.