Your analytics show visits, but the phone is silent and your contact form hasn’t produced a single inquiry in weeks. Before you start redesigning or putting more money into ads, check a few things in the right order. Often it isn’t one big mistake but a few small ones that add up. In this article, you’ll find a process you can get through in one afternoon and a list of things worth fixing.
First, make sure it’s the right traffic
The traffic number alone doesn’t tell you whether the people visiting your website could become your customers. A plumber from Bardejov has no use for visitors from abroad or for students looking up how a water heater works. Before you start looking for a problem on your website, look at who’s actually visiting it:
- Where visitors come from. In Google Analytics 4, look at your traffic sources and countries. Unknown sources or countries where you don’t operate often mean bots or spam in your stats.
- What searches people find you through. Google Search Console shows the searches your website appears for. If most people arrive through a how-to article, they came to learn something, not to order a service.
- What your ads are doing. If you pay for Google Ads, open the search terms report. A campaign may be bringing in people who are looking for a job, instructions or something for free.
- Which pages they view. If almost no one gets to a service page or the contact page, the problem is more likely the path through your website than the form.
- Whether it’s you. On a smaller website, your own visits and those of your employees and your web developer can noticeably skew the numbers.
If you find that people outside your target group are visiting your website, the website isn’t what needs fixing – the traffic source is: your ads, your content or search. You can read more about this in our article Why a website alone isn’t enough – how to bring the right traffic to it.
Make sure inquiries really aren’t coming in
It sounds odd, but sometimes inquiries do come in – you just don’t know about them. Or they come in a different way than you think.
A form that sends but doesn’t deliver
Fill out the form on your own website on both your phone and your computer, and watch whether and where the message arrives. If your website sends emails directly from the server without sender verification, they can end up in spam or never arrive at all. It’s more reliable to send them through a verified email account (SMTP). Also check the address messages are supposed to go to – it may have changed when an employee left or when you switched email accounts.
Calls your website doesn’t capture
Some people call straight from your Google Business Profile or from the search results and never visit your website. Others read the number on your website and dial it by hand, which doesn’t show up in your stats. So ask new customers how they heard about you, and write it down. Even a simple spreadsheet will tell you more over time than a guess.
Tracking that tracks nothing
If you don’t have form submissions and clicks on your phone number and email set up as key events in Google Analytics 4, you don’t know how many contacts your website brings in or where they come from. Without that, you can’t tell whether the problem is your traffic or your website. You’ll find the steps in our article How to set up tracking in Google Analytics 4. Also keep in mind that Analytics doesn’t fully record visits from people who decline cookies, so the numbers are never complete.
Look at your website through the eyes of someone who doesn’t know you
If the traffic is right and tracking works, it’s time to look at the website itself. Open it on your phone, not your computer. For services like repairs, trades or bookings, people often search and call from their phones.
Is it immediately clear what you do and where?
The top of the page should say what service you offer, in what area and what the visitor should do next. “Comprehensive solutions for your home” says nothing. “Heat pump installation and servicing around Bardejov and Svidník” does. If you only work in your region, say so. Otherwise, people nearby don’t know whether you’ll come to them, and someone from the other end of Slovakia will contact you for nothing.
Can people reach you with a single tap?
- Your phone number is in the header, and tapping it on a phone dials it right away.
- Your email address is correct and clickable.
- Every service page has a prominent button with the next step, not just the Contact page.
- Your form asks only for what you really need. Every extra required field is one more reason not to finish it.
- The form says when you’ll get back to people.
You’ll find more tips in our article How to improve conversions with forms.
Do visitors have a reason to trust you?
With services, customers are letting a stranger into their home or sending a deposit. They need to see that there’s a real business behind the website:
- photos of your own work and your own people instead of stock images,
- reviews and references, ideally with a name or a link to Google,
- your billing details, address and the name of the person who’ll get back to them,
- up-to-date information – a promotion from last Christmas or a latest news post from several years ago makes it look like the business has closed.
Do they have any idea what it will cost?
You don’t have to publish a price list if every job is different. But someone without even a rough idea of the price would rather not call at all, because they’re afraid of an awkward conversation. A starting price, an example of a completed job or at least an explanation of what the price depends on and how the initial site visit works can help.
Does your website load quickly on mobile data?
If the page takes a long time to load on a phone or jumps around while loading, some people leave before they even see your phone number. Test it away from your office Wi-Fi, for example in your car outside your house.
A one-afternoon checklist
This order saves you time, because it starts with things that block contact completely and ends with those that only make it harder:
- Run the free website check (in Slovak). Within a minute, it shows technical issues that put off both people and Google: security, broken links, a phone number and email that can’t be clicked, and titles and descriptions for search engines. It’s not a full audit, but it’s a quick start.
- Send yourself the form from both your phone and your computer, and make sure the message lands in the right inbox and not in spam.
- Call the number on your website from someone else’s phone. Make sure the call goes through and that someone picks up or calls back.
- In Google Analytics 4, look at your traffic sources, countries and most visited pages.
- In Search Console, look at the searches that bring people to your website and, if you run ads, at the search terms in Google Ads too.
- Show your website on a phone to someone who doesn’t know your business, and ask them: What does this company do? Where does it operate? How would you contact it?
- Write down what you found. Fix what blocks contact first, then tracking, and only then the copy and design.
When the problem isn’t your website
Sometimes the website is fine and inquiries don’t come in for other reasons. If you offer a service people mainly look for in season, a quiet period outside of it doesn’t have to mean something is wrong. If your price is well above the competition without a clear reason, or if inquiries only get a reply after several days, a new website won’t fix that. And if only a handful of people visit your website, what you’re missing is traffic, not a better website.
You rarely need a whole new website. Often it’s enough to fix a few things on your current one and measure whether anything changes.
Frequently asked questions
How many inquiries should a website bring in?
There’s no universal number. It depends on your industry, the price of your service, the season and whether your traffic comes from ads, search or links. Rather than comparing yourself with others, it’s more useful to track your own website and watch whether the number of inquiries improves after you make changes.
Why does my website get so much traffic from other countries?
It could be bots, spam in your stats or an article that shows up in search results in other countries. If you only operate in Slovakia, focus mainly on visits from Slovakia when you evaluate your website.
How do I check if my contact form is working?
Fill it out yourself, ideally on your phone and with an email address other than your business one. Make sure the message lands in the right inbox, not in spam, and that the visitor gets a confirmation. Repeat the test after every major website update or change to your email.
Do I need a new website to fix this?
Not always. If your website works technically and the problem is the copy, the contact options or tracking, an update is enough. A new website pays off when the old one is slow, displays poorly on mobile or can’t reasonably be edited.
If you want a website that brings in inquiries, not just visits, see how we approach web design. In a free consultation (30 minutes online or by phone), we’ll go through what’s keeping people from contacting you through your website.
