First check whether the traffic is the right traffic
Visits are not all the same. A page that attracts people researching a term loosely related to your work will produce very few enquiries however well it is written.
Look at which pages the visits land on and which searches brought them. If the answer is mostly informational terms, the issue is the traffic, not the page.
The page answers a different question to the one in the visitor's head
Someone arriving from a search about a specific service wants to see that service, what it costs to engage you, and proof you have done it before. A general homepage-style page asks them to hunt for those things.
Match the page to the intent that brought the person to it, and the enquiry rate usually moves without changing anything else.
There is nothing that makes contact feel low-risk
A long form, a bare email address or a vague 'contact us' all ask the visitor to commit before they know what happens next. Many will not.
Offer a smaller first step, explain what you will do with the enquiry and how you will respond, and ask only for the details you genuinely need to reply.
The site is slow or awkward on a phone
Most enquiries now start on a phone. Slow loading, text that requires zooming, tap targets too close together and forms that lose their contents all remove people quietly, and none of it shows up in a desktop review.
Test the route to enquiry on a real phone, on mobile data, before concluding that the copy is the problem.
How to find your own failure point
Record, for the last month, how many people reached your main service pages, how many reached the contact page, and how many submitted anything. The largest drop between those numbers is where the work is.
That single measurement will tell you more than a redesign. It also gives you something to compare against once you have changed something.
This article relates to our Digital Marketing work.
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