Website design / A practical guide
Why is your website not generating enquiries?
Follow the journey from arrival to contact. The problem may be the audience, the offer, or one awkward next step.
01 /
Check who is arriving before changing the page.
Start with the pages people land on and what brought them there. Someone researching a general question may have no intention of hiring anyone yet. A person looking for a specific service needs enough information to decide whether you are a good fit.
If you use Search Console and analytics, compare queries, landing pages, and actual enquiries. Keep branded searches separate from new discovery. On a small site, a handful of visits is not enough to diagnose a conversion problem with confidence; combine the numbers with conversations and a review of the journey.
02 /
Make the offer understandable on its own.
Open the page as if you have never met the business. Can you tell what it offers, who it helps, and what you can do next? A memorable headline can draw someone in, but the explanation nearby needs to do the practical work.
Replace broad claims with information that helps a decision. Describe the problem you solve, what working together involves, and what is included. If different services solve different problems, give each one an understandable route rather than asking one paragraph to explain everything.
03 /
Show relevant evidence.
A project example is most useful when it explains the starting situation, your contribution, and what was delivered. A visitor can then judge whether that experience applies to their own problem. A logo on its own leaves much of that interpretation to them.
In my BOX Harderwijk case, I explain the relationship between the storage offer and its booking action. The example shows how the message and next step fit together. Use a relevant project to help visitors understand the decisions behind the work.
04 /
Try the contact route on your phone.
Follow the exact route from a service page to contact. Check whether the invitation is clear, the destination works, and the page explains what happens next. If the link opens an email app, show a copyable address as an alternative. If there is a form, check both success and error states.
Count an actual received enquiry separately from a clicked button. Then improve one meaningful part of the journey and record the change. A clearer service description, a relevant case, or a simpler contact step gives you a more useful experiment than changing several unrelated things at once.