Website not generating enquiries? Check the contact journey.

Start here · distinguish the causes

Low enquiry numbers can mean different things.

Do not change button text before knowing which part needs improvement. A business with few relevant visits has a different problem from one whose form shows confirmation but whose message never reaches the recipient.

• Few relevant visitsRead which pages and searches actually receive impressions and clicks in Search Console. Without that evidence, you do not yet know whether the issue is visibility, demand or the contact journey.
• Visits without a next stepAsk someone in your target audience to read the most important page. Can they explain what you offer, whether it suits them and how to ask a first question? Note where they hesitate without telling them which button to choose.
• Enquiries that do not arriveTest the whole contact journey with the person receiving enquiries. Separate a recorded click from a successful transfer and an actually received message.

For Google-related problems, there is a separate guide: troubleshoot indexing, rankings and Maps visibility. Here we focus on what happens when a relevant visitor is on your website.

Short answer · Nolera’s model

Search query, page and action should make the same promise.

Visitors should not have to reinterpret their goal after clicking. The question sets the direction, the title promises an answer, the page confirms it and the CTA provides a clear next step.

1. 01
   Search querygoogle business profile for service businesses

   What decision is the person trying to make?

2. 02
   TitleGoogle Business Profile for service businesses | Nolera

   Does the title promise a specific, relevant answer?

3. 03
   Main headingIs the business eligible for a profile?

   Does the heading immediately confirm the visitor is in the right place?

4. 04
   First answerYes, if face-to-face customer contact is a real part of the service.

   Does the answer come before background information and sales language?

5. 05
   ActionCheck eligibility

   Does the CTA continue the same question without changing the subject?

Copy · action before interface

Write what happens, rather than where to click.

Phrases such as ‘read more’ and ‘click here’ need surrounding text to make sense. A specific action is easier to scan, easier to understand with assistive technology and easier to measure correctly.

Checklist · before publishing

Six checks from wording to feedback.

Check the main action on a real mobile device, with a keyboard and through the entire destination. A good-looking button is not enough if the next step fails.

1. 01Check

   The action makes sense on its own

   Read only the button text. It should still explain what happens, without the surrounding heading and body copy.

   □ Done   □ Needs correction
2. 02Check

   The destination delivers on the promise

   A button promising a pricing explanation should land on that explanation, not a generic homepage or a form without context.

   □ Done   □ Needs correction
3. 03Check

   One primary route appears first

   Prioritise one main action in the section. Secondary links can remain, but should not compete with the same visual weight.

   □ Done   □ Needs correction
4. 04Check

   The mobile step is comfortable

   Check for at least 44-pixel touch targets, clear focus, readable text and a button not hidden by the menu, cookie panel or keyboard.

   □ Done   □ Needs correction
5. 05Check

   There is feedback after the click

   Forms need clear errors, a waiting state and confirmation. Phone and email links should open the right action on a real device.

   □ Done   □ Needs correction
6. 06Check

   Measurement names the right event

   A button click is a click. Do not call it an enquiry until the form or equivalent contact step has actually been completed.

   □ Done   □ Needs correction

Five mobile questions

• The first screenCan visitors see the page’s answer and main action without a large decorative area taking up all the space?
• Thumb testCan the primary action be tapped one-handed without accidentally choosing the link beside it?
• Zoom and textCan the page be read and used at 200% zoom without important information disappearing?
• KeyboardCan every action be reached in a logical order with a visible focus indicator?
• ReturningAfter an error or going back, are the user’s input and context retained?

Your own practical test · agree it with the recipient

Follow an enquiry from mobile to the right recipient.

Choose a real service page and note the web address, date and contact route to test. Use an agreed test message to your own business; do not submit other businesses’ forms. Record what happens at each step.

1. Understand the task. Read the page on mobile. Is the next step a question, quote, call or booking? The button and destination should describe the same action.
2. Find the contact route. Follow the main button. Also try returning to the service. Visitors needing more information should not lose the context.
3. Provide enough information. Check which fields are required. The business needs to assess the question and reply; the first step rarely needs every detail for a final order.
4. Try a common error. Leave a required field empty. Is there a clear error near the field, and is the rest of your input retained when you correct it? Then submit the agreed message once.
5. Check confirmation and delivery. Read the confirmation and ask the responsible recipient whether the message actually arrived. A confirmed enquiry is not automatically a booked appointment or accepted project.
6. Try the alternative. If the form is unavailable, is there a working phone or email route? Check the address and number on a real device without starting unnecessary contact.

Website Check can provide evidence from up to ten public pages. It does not click through the contact journey or submit forms. You need to carry out the mobile test and receipt check yourselves, or commission them separately.

Measurement · five levels of evidence

A click is not an enquiry.

Name every event after what actually happened. This produces less impressive numbers than calling everything a conversion, but much better decisions.

1. 01Impression

   The search result or page was shown.

2. 02Click

   Someone activated the link or button.

3. 03Start

   The form or contact journey was started.

4. 04Completed

   A verifiable contact step was submitted.

5. 05Outcome

   A meeting or project was confirmed outside the click report.