Conversion Rate Optimization

Most sites can't answer the basic question, so the first job is measurement. We check that calls, form fills, and bookings are recorded as events, once each, with the source attached. A site that can't tell a call from a click is guessing. That groundwork is the same as our conversion tracking service.

Then we watch real behavior. Tools like Microsoft Clarity, which is free, show heatmaps and session recordings: where people tap, how far they scroll, and where they give up. We time the pages against Google's Core Web Vitals, fill out every form on a phone, and try to book a job the way a stressed customer would.

We also talk to whoever answers your phone. They know which questions callers ask that the website should have answered, and that's usually the cheapest research there is.

The leaks we find most often are not exotic. In our experience, the usual suspects are these: a phone number that isn't tappable on a phone. A form that asks for eleven fields when the office needs four. A hero image so heavy the headline arrives after the visitor has left. A pop-up that covers the call button on mobile. No hint of price, so the cautious shopper keeps shopping. Reviews buried at the bottom, far from the button that needs them. A booking widget that loads slowly from someone else's server. And a thank-you page that never fires, so the site looks like it converts nobody, even when it does.

None of these show up in a monthly traffic report. All of them show up when you watch people try to use the site.

A leak report. Every problem we find, ranked by how much it likely costs you and how hard it is to fix, in plain English with screenshots.

Changes, shipped. We don't hand you a slide deck and leave. We rewrite headlines that don't match the search, move the phone number to where the thumb is, cut form fields nobody needs, add online booking or an instant estimate where it fits, put proof next to the doubt, and fix the speed problems.

Testing, where your traffic allows it. A/B testing is real science, and science needs a sample. A site with a few hundred visitors a month may need a very long time to reach an answer you can trust, so we won't pretend a two-week test proved anything. On smaller sites we make well-reasoned changes one at a time, watch the trend, and label it honestly as a trend. Google's free testing tool, Optimize, shut down on September 30, 2023, so tests now run in code or in a dedicated tool.

A monthly report in calls and booked jobs, not bounce rates and sessions.

Month one is mostly measurement and the obvious fixes: broken tracking, slow pages, a form that quietly stopped sending. Those alone sometimes change the picture, which is a little embarrassing for everyone and very good for you.

After that it's a steady loop: pick the biggest leak, change one thing, measure, keep it or roll it back. One developer does the analysis and the code, so a finding on Tuesday can be live on Wednesday. Nobody has to file a ticket with another team.

From you, we need three things: access to analytics and the site (we'll be invited as a user, never handed your password), a rough sense of what a lead and a job are worth, and a few minutes a month from whoever answers the phone. Their read on lead quality catches what the numbers miss. A form that doubles its submissions with spam hasn't improved, and the office will tell you so before the dashboard does.

The phone call is part of the funnel too. If the site produces calls that go to voicemail or get answered with "Yeah?", the website did its job and the business dropped the ball. We'll flag that kindly when we see it, because it's revenue either way.

Ongoing optimization is marketing work, which starts from $575 a month***, depending on the size of the site, the setup it needs, and how many pages are in play. Any larger change found along the way, like a new booking flow or a rebuilt service page, is quoted flat before it starts.

If the audit shows the site is past fixing, we'll say so. A rebuild through one of our fixed-price packages or a redesign can be cheaper than optimizing a foundation that won't hold. ***Pricing depends on complexity, setup and budget.

If your site gets almost no visitors, optimization has nothing to work with. Start with SEO or Google Ads, and come back when there's traffic to convert.

If calls go unanswered, the website isn't the only leak. A visitor who calls and hits voicemail has quit just the same. That's what an AI receptionist is for.

And if you want a guaranteed percentage lift, we won't promise one. Anyone who quotes you a lift before looking at your site is quoting a sales script, not your data.

We describe these projects by what was built, not by results we can't show you. On Bleuwave Plumbing, we built a written-quote estimator that captures the job, the address, and the service in one pass, and routes emergencies differently from scheduled work. On San Antonio Protection, a four-step assessment booking sits on every page and adapts to the town or service the visitor is reading about. On Interim Controller & CFO Partners, a short question routes each visitor to the right engagement before anyone picks up the phone.

Want a quick look first? Run your site through the free website health check, and read the leads you never knew you lost, why your website gets traffic but no leads, and contact forms vs. online booking.