The short answer
Start by checking whether the right people are arriving, whether the page makes your offer clear, and whether the next step actually works. More traffic will not fix a broken booking link, an unclear service page or an enquiry that never reaches your team.
In this guide
1. Check what the visitor came for
Look at the pages people land on and the searches that bring them there. Someone reading a general how-to article may be learning, while someone searching for a service in your city may be ready to contact a provider.
Choose one important service and follow its customer path. A small number of visits alone is not enough evidence to judge whether a page works.
2. Make the offer easy to understand
Open the page as if you have never heard of your business. The first screen should help you understand what the business does, who it helps and how to take the next step.
- Name the service in familiar language.
- Explain where the service is available.
- Show relevant, genuine proof near the decision.
- Use a specific next step, such as Request a quote or Book an appointment.
3. Test the contact path on your phone
Check the whole journey, from the service page to the confirmation. Test your own form with a clearly labelled test enquiry, and make sure it reaches the right person. Follow any consent requirements and avoid creating a real booking or charge by accident.
- Tap the phone number and check the number it opens.
- Check booking links and available appointments.
- Look for form errors and a clear confirmation.
- Confirm that the enquiry arrives where staff expect it.
4. Check what happens after the enquiry
A working form is only part of the experience. Decide who owns the next response, where enquiries are recorded and what happens outside opening hours. Tell customers what to expect, and only promise a response time your team can meet.
5. Fix one problem, then measure it
Keep a record of the page, the issue, the change and the date. Compare relevant visits with successful enquiries over a useful period. Separate your own tests from customer activity.
If several things are broken, start with the problem closest to a real customer action. A broken contact link usually deserves attention before a new animation or a change of colours.
Sources & further reading
Use the original sources to check the details and current guidance.
(opens Google’s source preferences)Put it into practice
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