How to get more enquiries from your website
Diagnose it first, then fix it in order. Most of what follows costs nothing but an afternoon.
Traffic problem or conversion problem?
These need opposite responses, and treating one as the other is how people spend a year on the wrong work. Open Search Console and look at total clicks for the last three months, then compare it against the number of enquiries you actually received.
If barely anyone is arriving, redesigning the contact page changes nothing. That is a visibility problem: rankings, local search, the queries you appear for. If plenty are arriving and almost nobody gets in touch, more traffic will simply produce more people leaving. That is a conversion problem, and everything below is about that.
While you are in Search Console, read the queries themselves. If the phrases bringing people in have no buying intent behind them, you may have a third problem: the right volume of the wrong people.
Count enquiries properly
Most small business sites cannot tell you how many enquiries they produced last month, which means every change after that is a guess. Set this up first. It takes an hour.
- →Fire a GA4 event on successful form submission, not on the button click, so failed submissions do not count
- →Track taps on your phone number and your WhatsApp link as separate events
- →Track clicks through to your booking system, and where possible the completed booking on the other side
- →Keep a note, even a spreadsheet, of enquiries that arrive by phone and where callers say they found you
- →Check that form notifications are actually arriving, and are not in a spam folder nobody opens
That last one is not a joke. A broken or misrouted form is one of the most common causes of a website that stopped working, and it is invisible until somebody tests it.
Nine fixes, in order of payoff
1. Give every page one obvious next step
Pick the single action you want from each page and make it unmissable. Not four competing buttons, not a newsletter signup fighting a booking link. Say what happens next in plain words: book a 15-minute call, request a quote, check availability. Vague labels like submit and learn more ask the visitor to work out what they are agreeing to.
2. Put the contact route where the intent peaks
People decide to get in touch at the moment they finish reading the thing that convinced them, and that is rarely at the very bottom of the page. Repeat the CTA after each major section, keep one in the header, and on mobile consider a sticky bar. The visitor should never have to scroll looking for how to reach you.
3. Cut the form down
Every field is a chance to give up. Ask for the minimum you need to start a useful conversation, usually a name and one way to reply. Fields added because the data might be handy later are what cost you enquiries. If you genuinely need detail to quote, explain why you are asking before the form rather than presenting a wall of boxes.
4. Offer more than one way to get in touch
Form, tappable phone number, WhatsApp, direct booking link. Different people are comfortable with different channels, and the cost of offering all of them is close to zero. Insisting on one is a decision to lose everyone who dislikes it.
5. Answer the price question
Silence on price does not delay the decision, it moves it somewhere you cannot influence. If every job differs, give a starting point, a range, or a worked example of a recent job and what it came to. People who are ready to buy want to know whether you are in their bracket before they spend effort on an enquiry.
6. Prove you are real
Photographs of your actual premises and actual team, not stock. Named people with their qualifications. Real reviews with real names, quoted accurately. Where you are, and when you are open. This matters most for anything involving trust, health or money, and stock photography of a smiling model in a headset actively works against you.
7. Fix the speed and the phone experience
If the page takes five seconds on mobile data, a proportion of your visitors never see any of the above. Tap targets big enough for a thumb, text large enough to read without pinching, no dialogs covering the content. Our separate guide covers this: why is my website so slow.
8. Reply faster
The most overlooked conversion lever, and it is not on the website at all. Someone enquiring with you has usually enquired with two or three others the same afternoon. Whoever replies first has an advantage that no amount of design work matches. Decide who answers, how quickly, and what the holding reply says.
9. Write for what they typed
People arrive with a specific question. If the page opens with your history and mission, they leave before reaching the answer. Lead with the thing they came for, in the words they would use, and put the company background lower down where the people who want it will find it.
Do these this week
- ✓Submit your own contact form and confirm the notification arrives where somebody reads it
- ✓Open your site on a phone and count the taps from landing to enquiry sent
- ✓Make your phone number a tappable link everywhere it appears
- ✓Delete two fields from your contact form
- ✓Add a price, a range, or a starting figure to your main service page
- ✓Add a CTA halfway down your longest page, not only at the end
- ✓Check your Google Business Profile shows the right hours and links to the right page
What to ignore
- →Exit-intent popups and countdown timers on a service business site. They irritate more people than they convert.
- →A chatbot that cannot answer anything specific. It replaces a real reply with a slower one.
- →Button colour tests before you have enough enquiries for a result to mean anything.
- →Badges and awards nobody recognises, sitting where a real review could be.
- →A blog nobody has updated since 2023. Either commit to it or remove the link.
Common questions
Why is my website getting traffic but no enquiries?
Usually one of three things. The traffic is the wrong traffic, arriving on pages that answer a question but never had buying intent behind them. The page does not ask: there is no obvious next step, or the only route to contact is a link in the footer. Or the page has not earned the enquiry, because it does not say what you charge, who you are, or what happens after someone gets in touch. Check Search Console to see which queries bring people in. If the queries look right, the problem is on the page.
How many enquiries should a small business website get?
There is no honest industry number, and anyone quoting you one is guessing. Published conversion benchmarks vary so widely by sector, price point and traffic source that they tell you nothing about your business. Set your own baseline instead: measure enquiries per month against sessions for a full month before you change anything, then compare against yourself after each change. Your own trend is the only benchmark that means anything.
Should I put prices on my website?
In most cases yes, or at least a range with what moves it. Hiding prices does not stop people forming a view on cost, it just moves that decision somewhere you cannot influence, and the people most put off by an unanswered price question are often the ones ready to buy. If genuinely every job is different, publish a starting figure, a worked example, or the range your last ten jobs fell into. Something is nearly always better than nothing.
Do contact forms or phone numbers work better?
Offer both, and let the visitor pick. Some people will never phone a business they have not met, and some will never fill in a form and wait. On a phone, a tappable number costs nothing to add and removes a step entirely. The pattern that loses enquiries is offering exactly one channel and assuming everyone is comfortable with it.
How long should a contact form be?
As short as the thing you actually need to do next. Name and one contact field is usually enough to start a conversation. Every extra field is another chance to abandon, and fields added because they might be useful later are the usual culprits. If you truly need detail to quote, say why you are asking before the form rather than presenting fourteen boxes and hoping.
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