· 5 min read
A website that produces nothing is usually failing at one specific point, not everywhere at once. Working out which point saves a lot of wasted redesign.
1. Nobody is finding it
Check Search Console. If impressions are tiny, this is a visibility problem, not a design problem. A redesign will not fix it.
2. It ranks for the wrong things
Traffic arriving for informational searches will not enquire. You need pages aimed at people ready to buy the specific service you offer, in the area you serve.
3. The first screen does not say what you do
Visitors decide in seconds. If the top of the page is a slogan rather than a plain statement of the service and the area, they leave.
4. There is no obvious next step
One clear action per page. A phone number in the header, a form that is short enough to finish, and a call to action where the decision is actually made.
5. It does not build trust
Real photos of real work, specifics about the jobs you take on, and clear business information do more for conversion than any amount of polish.
6. It is painful on a phone
Most local search happens on mobile. Slow loading, tiny tap targets and a long form will quietly cost you most of your enquiries.
Diagnose before you rebuild
Search Console tells you whether it is a traffic problem. Analytics and form tracking tell you whether it is a conversion problem. Fix the one you actually have.