Free conversion review
Find where visitors give up before they enquire.
- The route from landing on your site to sending an enquiry, on mobile
- The questions your pages leave unanswered
- Your forms, phone numbers and calls to action
Conversion rate
optimisation.
Get more enquiries from the people already visiting your website. We review your content, page design and forms to find what could be stopping potential customers from getting in touch.
Get a free conversion reviewSee the Emerald website work
A specialist replies within one working day.
Understand the customer journey
Make it easier for customers to enquire
A confusing form or a weak product page can cost you work you were well placed to win. It might be a homeowner asking for a quote, an installer opening a trade account or a specifier downloading a data sheet. They were interested enough to find you, and something on the page stopped them getting in touch. We review how customers reach your pages, what they see and where they leave.
The fixes are often unglamorous: clearer explanations of what you offer, more convincing examples of your work, easier navigation or a simpler form. Our content, design and development specialists make those changes, usually without rebuilding your whole website.
When the page gets in the wayInterested visitors drift away at every question it leaves unanswered.
What gets in the way: A welcome that doesn’t say what you do or where.
What and where
What helps: The first line says what you do and where you do it.
What gets in the way: No idea of cost until someone calls back.
Cost
What helps: A guide price answers the first question everyone has.
What gets in the way: Nothing to show why you can be trusted with the job.
Trust
What helps: Reviews, a guarantee and experience before the form.
What gets in the way: Nine fields before anything useful happens.
The form
What helps: Three questions and an instant estimate.
What gets in the way: The phone number is buried in the footer.
Getting in touch
What helps: A phone number and the next step, always in view.
When it answers their questionsMore of the same visitors reach you, and the ones who aren’t a fit rule themselves out.
Finding which of these questions your website leaves unanswered is the first job.
Ask where your site loses enquiries
Emerald Windows and Doors: a website rebuilt around its customers
Emerald installs home improvements across Swindon, Bristol, Reading, Oxford and Bath. After a turbulent few years for the industry, it wanted a steady flow of enquiries whatever the economy was doing, and its website needed to do more of the work.
- A free quotation, first in the top bar
- What and where, in the first line
- Both phone numbers in the header
- Reviews on the page
Review and audit
Purplex’s UX specialists reviewed the structure and design of Emerald’s existing website.
Recommendations
The findings became a list of strategic recommendations for the new website.
A redesign around the customer
The new website was built so visitors could find what they needed and enquire easily.
Content and search
Planned content and SEO brought more of the right visitors to the new pages.
111%more leads over five years, from the combined website, SEO and content strategy, with monthly enquiries rising year on year.
Read the Emerald case study“Despite the ups and downs of the industry, we’ve seen an increase in the number of monthly website enquiries we receive year on year, which is incredible.”
Website improvements and A/B testing
Changes are made on the website you already have, from a single form or landing page to a longer booking or buying process. Our writers, designers and developers do the work, and what’s needed depends on what’s causing the problem and what your platform allows.
Seasonal demand and changes in advertising affect who visits your website, so we take those into account when judging a change. Where enquiry records are available, they show whether an increase is bringing more of the customers you want. A small movement in the figures alone isn’t enough to call something an improvement.
When an A/B test helps
Your page has enough relevant visits and completed enquiries to give a reliable answer. An A/B test then compares your existing page with an alternative and lets the responses decide.
A shorter form may be easier to complete, while the extra questions in your current form may help customers explain the work they need. A test shows which matters more to your customers.
When a review is the better start
On lower-traffic websites a test can run for months without a clear result. A detailed review of your content, usability and tracking usually finds the obvious problems faster, and they can be fixed straight away.
An estimate before a full quotation
Lightfoot Windows has supplied and installed Crittall steel windows and doors since 1935. Its new website includes an indicative estimator, so homeowners can explore likely costs before asking for a quotation, alongside a separate quotation route for customers with a defined project.
For your website, the right answer might be a simpler contact form, a sample request or a booking tool. We look at what your customers need to know and how much information you need to respond, then design the page and form around both.
Read the Lightfoot case studyGet an estimate
For homeowners still exploring: an indicative price, straight away.
Request a quotation
For customers with a defined project who are ready for a detailed price.
45%of all Lightfoot’s leads now come through the website, supported by SEO, paid search and social advertising.
“The refreshed website has a modern, professional look and feel, and we are pleased to report that website enquiries account for 45% of our leads generated.”
Questions about improving your website
If your question isn’t here, call or email and ask us directly.
Talk to us about your websiteDo we need a lot of traffic for CRO?
No. A/B tests need enough traffic and completed actions to give a reliable result, but a review can still uncover missing information, confusing navigation or faults on a smaller website. We recommend an approach that suits the traffic and data you have.
Can you help improve enquiry quality?
Yes. Clearer information about your products, service areas and the work you take on helps customers judge whether you’re the right business to contact. We look at that as well as how easy it is to complete an enquiry.
Does this mean rebuilding our website?
Often, the first changes can be made to the website you already have. We review your pages and platform before recommending whether focused improvements or a larger redesign would be more useful.
Where do you start with an existing website?
With how people actually use it: where they arrive, what they look at and where they leave, alongside your enquiry records and a review of the pages that matter most. That usually shows a short list of changes worth making first.
Will more enquiries mean more unsuitable ones?
Not if the page is clear about what you do, where you work and what things cost. Good information helps the right customers enquire and the wrong ones rule themselves out, which saves your sales team time.
Find where visitors give up before they enquire.
Talk to a specialist
Tell us what you need and where it’s stuck. We’ll come back to you within one working day with the right person for the job.
A specialist replies within one working day. You’ll hear from someone who knows construction, building products and home improvement.
Tell us about your website’s conversion rate.
Share your website address and tell us what you want it to do better, whether that’s generating enquiries, taking bookings or selling online.