Open your website on your phone. You have ten seconds to work out whether your business can solve a specific problem and how to ask what it costs. The trick is to choose a problem your customer actually has, rather than the one you’ve put in the headline.
If you went straight to the contact menu before finding an answer, you’ve just discovered something. Your website let you move forward because you already knew where to go. A stranger has to decide whether it’s worth it.
Try it with someone who doesn’t know your business
Send them one page and ask, “What would you call this business for?” Listen before explaining anything. If you provide maintenance for businesses and they think you fix home computers, you’ve found a better change than redesigning the button.
A good button won’t answer a question the page has left open.
Count the enquiries you can actually help with
What to note down for two weeks
A tap on a call button is not an answered call, just as an enquiry is of little use if someone wants something you do not sell. For two weeks, note three things for each enquiry: what they wanted, how they found you and what happens next. One sheet is enough.
If a visit becomes an enquiry, write it down. If it ends in silence, the visitor counter has already told you everything it knows.
Then look at the enquiries that fit. If everyone asks the same thing before requesting a quote, your next improvement is right there. Answer that question on the page they visited. That’s much more concrete than “improving conversion”.
If the trouble starts when the enquiry arrives, try the pen-and-paper exercise for sorting out follow-up.