FREQUENTLY ASKED QUESTIONS

How to increase sales through your website?

A website that does not generate enquiries and sales is not an asset — it is a cost. Most business websites share the same set of problems: too little traffic from Google, too low a conversion rate from visitors to leads, and no clear message at entry. Each of these problems has concrete solutions — and none of them involves "refreshing the design" without changing the fundamentals.

Diagnosis before action — three questions that will change your perspective

Before you change anything, answer three data-driven questions. How much organic traffic does your site generate per month? (Google Search Console → Performance). What is your conversion rate? (GA4 → number of goals / sessions). Where does traffic come from and which subpages convert best? Without this data, every change is guesswork.

A typical problem distribution: businesses with fewer than 500 sessions per month have a visibility problem (SEO, Ads) — conversion rate is irrelevant because there is nobody to convert. Businesses with 2,000+ sessions and a conversion rate below 1% have a CRO (Conversion Rate Optimisation) problem — the site is visible but not persuasive. The diagnosis determines the priorities.

Quick changes that increase conversions without rewriting the site

Change	Typical effect	Implementation time
Phone number visible in the header	+15–30% phone calls	1 hour
CTA in hero section (not only at the bottom)	+20–40% form clicks	2 hours
Social proof (reviews, numbers, client logos)	+10–25% conversions	4–8 hours
Simplified form (fewer fields)	+30–60% completions	2 hours
Loading speed: improvement to 2s or less	+7–15% conversions	1–2 days
Answer to "who is this service for?"	Better lead qualification	4 hours

SEO as the foundation of sales growth — where to get traffic from

A site that is not visible on Google does not generate sales regardless of the quality of its graphic design. For most service businesses and e-commerce stores, organic Google results account for 40–70% of all traffic and the largest share of conversions at the lowest acquisition cost. Google Ads delivers fast traffic but every click costs — SEO builds traffic that does not disappear when you switch off the budget.

A practical priority: start with purchase-intent phrases in your industry and location. Not educational phrases (people are looking for information, not an offer), not generic phrases (too much competition), but specific queries typed by customers who are ready to buy: "emergency plumber north London", "business website design price", "tyre replacement Edinburgh city centre". These are the ones that convert — the rest builds awareness.

What is CRO and how to implement it without a big budget?

CRO (Conversion Rate Optimisation) is the systematic process of increasing the percentage of visitors who take the desired action (form submission, phone click, purchase). It requires data, hypotheses and tests. Professional CRO with A/B testing is expensive and only makes sense at traffic above 10,000 sessions per month.

For smaller sites, CRO based on qualitative analysis is more effective: session recordings (Hotjar, Microsoft Clarity — both have free plans), heat maps (where users click, where they scroll), funnel analysis in GA4 (where people leave the site). Based on this data you can make several targeted changes that often deliver 20–50% conversion improvements without any A/B tests.

Website copy — why most business sites fail to convert

A typical business website starts with "Welcome to XYZ Company, an industry leader since 1990". This is the worst possible opening — it talks about itself, not about the customer. A visitor has one question: "will this help me solve my problem?". If the answer does not appear within 3 seconds, they leave.

An effective service site starts with the customer's problem, shows the solution, provides concrete evidence (case studies, numbers, testimonials), and ends with a simple call to action. This formula works regardless of industry. Website conversion optimisation starts with rebuilding the message — because even the best design will not save a site with copy written to stroke the owner's ego rather than address the customer's needs.

How to measure whether changes to your site are actually working

Every change you make to your site should have a defined goal and success metric before implementation. Adding a phone number to the header — measure incoming calls in Google Analytics (GTM event). Simplifying the form — measure completions. Adding client testimonials — check changes in bounce rate and time on page.

The analytical minimum for every business: Google Analytics 4 (goal configuration), Google Search Console (monitoring rankings and CTR), and a tracking phone number or form with lead source labelling. Without this, you do not know what works. You invest in SEO and cannot tell whether SEO or a referral from a friend sent you the last client.