Website & Conversion
You can have great SEO, run good ads, and have thousands of people visit your website — and still not get many enquiries. The problem isn’t the traffic. It’s the website. Here’s how to diagnose it.
What a good conversion rate looks like
The average website conversion rate across NZ industries sits between 2% and 3% — meaning 2–3 out of every 100 visitors take the action you want (make an enquiry, book an appointment, buy something). Trades and services businesses that target high-intent traffic often achieve 3–6%. If yours is below 1%, something’s broken.
The most common culprits
It’s too slow. Over half of all website visitors leave if a page takes more than 3 seconds to load. Test your site at pagespeed.web.dev — Google’s free tool gives you a score and specific things to fix. A slow site costs you both rankings and customers.
It’s not mobile-friendly. Over 55% of NZ web traffic is on mobile. If your site is hard to navigate on a phone — tiny buttons, text that requires pinching to read, forms that are fiddly to fill in — most mobile visitors will leave without contacting you.
The call to action isn’t clear. Every page on your website should have one clear thing you want visitors to do next. Not three things, not six — one. If it’s not obvious what to do next, people do nothing. Look at your homepage right now. If a stranger landed on it, would they know immediately what to do and why?
There’s no social proof. Reviews, testimonials, case studies, client logos, industry certifications. These are trust signals. Without them, you’re asking a stranger to contact you based on nothing but your own claims about yourself. That’s a harder sell than it needs to be.
The contact form asks too much. Name, email, phone, and a message field is almost always enough. Every extra field reduces how many people complete it. Save the detailed questions for when you actually talk to them.
Quick wins to try this week
Run your site through Google’s PageSpeed Insights and fix the top two issues it flags. Add your phone number in large text in your website header — click-to-call from mobile is one of the most common conversion actions. Put your best review or testimonial on your homepage above the fold. Reduce your contact form to four fields maximum.
These aren’t glamorous changes. They’re the blocking-and-tackling of website conversion, and they consistently make a real difference.
How to measure whether changes are working
Set up Google Analytics 4 on your site — it’s free, and it tells you which pages people visit, how long they stay, and where they drop off. Set up a conversion event for your contact form submission so you can track actual enquiries, not just traffic.
Once you have data, you can make changes based on evidence rather than guesswork. That changes the whole dynamic — you stop wondering if something worked and start knowing.
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