"Seems low" doesn't count
Many owners judge a website by feel: the phone rings, or it doesn't. That makes it impossible to know what to change. Three numbers a month are enough.
The three numbers
1. How many people visited the site. Any visit counter: Google Analytics or similar. 2. How many of them tapped the booking button or left a contact. These are your leads. 3. How many leads became an actual visit. Ask the front desk or check the booking log.
Divide the second number by the first and you get conversion. Service sites typically expect a few percent, but there's no exact bar: it depends on the niche and where traffic comes from. The trend matters more: does it grow after changes or not.
Separating the site from everything else
Tag your links. From Instagram, from Google Maps and from ads, send people to the site with their own tag (UTM). Then you can see which source brings leads and which only brings views.
What to do if leads are low
- Few visitors. The problem isn't the site but how people find it: the map listing, ads, the profile link.
- Visitors but no leads. Look at the first screen, the booking button and phone speed.
- Leads but no visits. Look at reply speed and booking reminders.
Checklist
- [ ] The site has a visit counter
- [ ] A tap on the booking button is counted as a goal
- [ ] Links from Instagram, maps and ads are tagged
- [ ] You compare the three numbers once a month
What you can hand off to us
An audit with a 90-day plan is $400, support and edits from $150 a month. You can discuss how to count leads on your own site.
