Most businesses that come to us have a website that looks fine. It has the services listed, a contact page, maybe even a few nice photos. But the enquiries are not coming in, and no one on the team can quite put their finger on why. The site exists. People visit it. And then they leave.
If you are trying to work out how to increase the number of enquiries from your website, this post is written for you. Specifically, it is written for a team situation: a business owner, a manager, or a small internal group who are trying to make a case for changes, or implement them without a dedicated developer sitting next to them. Every step below is either something you can do yourself or hand off clearly to someone else.
Why Your Website Is Getting Visitors But Not Enquiries
The problem is almost never the traffic. Most businesses have enough visitors to be generating a steady flow of leads. The problem is what happens after someone lands on the page.
A visitor arrives with a question in their head. Can this business solve my problem? If the answer is not immediately clear, they leave. If the next step is not obvious, they leave. If the form looks like a tax return, they leave.
Every one of those exits is a lost enquiry. And because it happens silently, most businesses have no idea how many leads they are haemorrhaging every single month.
Research consistently shows that the majority of website visitors make a decision about a business within the first few seconds of landing on a page. Your headline, your layout, and your call to action are doing more work than any other part of your marketing. If they are not pulling their weight, no amount of traffic will fix it.
Step 1: Audit Your Current Contact Journey
Before you change anything, map out exactly what a visitor has to do to get in touch with you. Open your website right now and count the steps.
How many clicks does it take to find your contact form? Is the phone number visible without scrolling? Is there a clear call to action above the fold on your homepage, or do visitors have to go looking for a way to reach you?
Walk through it as if you have never seen your own website before. Better still, ask someone outside the business to do it and watch them. Do not prompt them. Just observe where they hesitate or get confused.
This single exercise tends to reveal more than any analytics tool will.
Step 2: Identify Your Drop-Off Points
If you have Google Analytics set up, look at your behaviour flow and your exit pages. Where are people leaving? If a high percentage of visitors are landing on your services page and then leaving without clicking anything, that page has a problem. If people are reaching your contact page but not submitting the form, the form itself is the issue.
You are looking for the gap between intent and action. Someone who clicks through to your contact page is already interested. If they do not submit, something stopped them.
Common culprits include forms that ask for too much information upfront, a lack of reassurance near the submission button, and pages that load slowly on mobile. According to recent data, more than half of all web traffic now comes from mobile devices, which means a contact form that works beautifully on desktop but frustrates on a phone is costing you a significant share of your potential enquiries.
Step 3: Test Your Headline Clarity
Your homepage headline is the single most important piece of copy on your website. It needs to answer one question in plain language: what do you do, and who do you do it for?
Vague headlines like "Delivering Excellence" or "Your Partner in Growth" tell a visitor nothing. A headline like "We Help Plumbers in Manchester Get More Boiler Installation Jobs" tells them everything in one sentence.
If your headline does not pass the five-second test, meaning a stranger can read it and immediately understand what you offer, rewrite it. You do not need a copywriter for this. You need to be specific, direct, and honest about what you actually do.
Test the new version. If you have the ability to run an A/B test, do it. If not, simply update the headline, give it a few weeks, and check whether your contact form submissions change.
Step 4: Add Social Proof Near Your Calls to Action
People do not trust businesses they have never heard of. That is not cynicism, it is human nature. The way you overcome it is by letting your existing customers do the talking for you.
Place testimonials, reviews, or case study snippets directly next to your contact form or enquiry button. Not on a separate testimonials page that nobody visits. Right there, next to the thing you want them to click.
A short quote from a satisfied customer positioned just above a "Get in Touch" button can meaningfully increase the number of people who actually press it. If you have Google reviews, display the rating. If you have worked with recognisable clients, show their logos. If you have been featured anywhere credible, mention it.
Social proof reduces the perceived risk of making contact. It tells the visitor that other people have done this and it worked out well for them.
Step 5: Reduce Your Form Fields
This is the simplest change on this list and often the one with the biggest impact. Count how many fields your contact form has. Now ask yourself honestly: do you actually need all of them before you can have a first conversation with someone?
In most cases, you need a name, an email address or phone number, and a brief message. That is it. Everything else can be gathered during the follow-up call or meeting.
Every additional field you add to a form reduces the number of people who complete it. Budget, company size, how they found you, preferred contact time: all of these feel useful from your end, but from the visitor's perspective, they are barriers.
Strip your form back to the minimum required to make contact. You can always ask follow-up questions once the conversation has started. Getting that first message submitted is the goal.
Step 6: Set Up a Follow-Up Sequence
This is the step that most businesses skip entirely, and it is arguably the most important one on the list.
When someone submits an enquiry, what happens next? If the answer is "someone checks the inbox and gets back to them when they can," you are losing leads you have already paid for.
Research shows that responding to an enquiry within the first hour makes a business significantly more likely to qualify that lead compared to waiting even a few hours longer. The longer you wait, the colder the lead gets. In some cases, they have already contacted a competitor by the time you reply.
At minimum, set up an automated confirmation email that goes out the moment someone submits your form. It should thank them, tell them when to expect a response, and ideally give them a way to reach you directly if they need to speak to someone sooner.
Beyond that, consider a short follow-up sequence: a check-in email at 48 hours if you have not heard back, and perhaps a third touch at the end of the week. This does not need to be complicated. Even a simple two or three-email sequence will outperform doing nothing.
The businesses that win more enquiries are not always the ones with the best website. They are the ones with the best follow-up.
How Salter Socials Helps With This
At Salter Socials, we work with businesses across the UK and USA who have a perfectly decent website that simply is not pulling its weight. We audit the full contact journey, identify where visitors are dropping off, and implement the kind of changes described above as part of a broader lead generation system.
We also build the follow-up infrastructure: automated confirmation emails, follow-up sequences, and CRM connections that make sure no enquiry falls through the cracks. For teams without a developer on staff, we handle the technical side entirely. For businesses that want to stay involved, we make every step transparent and manageable.
Getting more enquiries from your website is not usually about a dramatic redesign. More often, it is about fixing a handful of specific friction points and making sure the system behind the website is doing its job.
If you want to find out where your website is losing enquiries and what it would take to fix it, get in touch with us or book a call. We will take a look and give you a straight answer.