A website that isn't generating leads usually has one of four problems: the right buyers aren't finding it, they find it but can't tell quickly that you do what they need, they want to get in touch and something gets in the way, or leads are arriving and nobody is counting them. Each has a different fix, and fixing the wrong one wastes months. So start by finding out which problem you have. It takes an afternoon.
Which of the four is it?
| What you see | Likely problem | Where to check |
|---|---|---|
| Very few visitors from Google | Buyers aren't finding you | Google Search Console, Performance report |
| Visitors arrive but leave after one page | The page doesn't answer their question | Google Analytics, landing pages and engagement |
| People reach the contact page but few submit | Something is in the way | Test the form and phone links yourself, on a phone |
| Sales says calls come in "from the website" but reports show none | Leads aren't being tracked | Google Analytics key events and call tracking |
Problem 1: the right buyers aren't finding the site
Open Google Search Console and look at the Performance report. It shows the searches your site appears for, how often, and how many people click. If the searches are mostly your own company name, Google isn't connecting you with the services you sell, and the cause is usually simple: there's no page for them. A contractor with one "Services" page listing nine things gives Google, and every buyer, very little to go on for any single one of those nine.
The fix is a dedicated page for each service, and for each main area you serve, written with enough detail to answer the questions a buyer would ask on the phone. Start with the services that bring in your best work, and add the rest over the following months.
For local searches, there's a second place to look: your Google Business Profile. Google names three things local results are based on: relevance, distance and prominence. You can't change distance. You can make sure your profile's categories and services match what you sell, and that your name, address and phone number match your website and directory listings exactly.
Problem 2: they arrive, then leave
A buyer lands on your page and gives it a few seconds. They're looking for the service name, the area you work in, and something that suggests you've done this before. If the top of the page is a slogan over a stock photo, they hit back and try the next result.
Check speed while you're here. Run your busiest pages through PageSpeed Insights on the mobile setting, since a slow page loses people before they've read a word. Our Free AI Visibility Check covers this and a bit more: it looks at your website, mobile speed, whether you come up in a local search, and what an AI assistant says when a buyer asks who to call. No email needed.
Then rewrite the top of each key page so the first screen says what you do, where, and for whom. Keep it plain. "Commercial HVAC service and replacement for offices and warehouses in the Twin Cities" will do more work than any tagline your team has ever argued over.
Problem 3: they want to reach you, and can't easily
This one is embarrassing. It's also quick to fix. Take out your phone. Tap the phone number on every page. Fill in every form and check the email arrives, and arrives at an inbox someone actually reads. Count the form fields; if you're asking for budget, timeline, building size and job description before anyone has spoken, many people will close the tab and call a competitor whose form asks for a name and a number.
Make sure the next step appears near the top of every service page, not only at the bottom of the contact page.
Problem 4: leads are arriving, uncounted
Plenty of websites do produce leads that never get credited. A buyer reads three pages, then picks up the phone and dials the number they saw, and unless calls and form fills are tracked, that job gets logged as a referral or a walk-in, the site gets no credit, and the owner reasonably concludes the website doesn't work.
In Google Analytics, mark form submissions and phone-number clicks as key events. Google describes a key event as an action "particularly important to the success of your business." Add call tracking if phone is how most of your buyers get in touch. Then ask new customers how they found you, and write it down. Every time.
When the fix is bigger than a tweak
If the diagnosis comes back as Problem 1, the fix is usually a lot of new pages and steady publishing, which is a real amount of work. That's what Inbound SDR is built for. We build a website of up to 100 pages in the first month, planned around every service you sell and every area you serve, handle technical SEO and site health, keep your Google Business Profile and listings across 65+ directories accurate, and publish a new blog every business day. Packages start at $1,000 per month on a 12-month term.
We don't promise leads or rankings, and we don't run paid ads. If your problem turns out to be a broken form or missing tracking, fix that first. It costs nothing, and it may be all you need.
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