Most people want more enquiries. The starting point is to see how many visitors have been getting to the page you want more enquiries about.
Think of a product or service that you offer, and would like more enquiries about.
You may be wondering how to get those results – but before you go too far, an important starting point is in understanding what’s actually currently happening.
If you want more enquiries or sales from your website, one of the first steps is to understand how your pages are performing. It’s not just about how many people visit your site overall – it’s about how those visitors interact with specific service or product pages and whether they go on to enquire or buy.
If a page gets plenty of traffic but very few enquiries, that’s a sign something might not be working as well as it could. Equally, if a page doesn’t attract many visitors, you shouldn’t necessarily expect lots of enquiries from it. Knowing which applies helps you focus your efforts in the right place.
Before anything else, you need to know the facts about your website visitor numbers, and then compare them to enquiries gained from those visitors.
For that, you need the (free) Google Analytics installed on your website.
Below is a short video that takes you step by step through how to compare page visitors with enquiries using Google Analytics.
You can watch the video here, or continue reading for the full written guide below.
Once you’ve logged into Google Analytics (GA4), click on Reports in the left-hand menu. If the sidebar doesn’t expand automatically, click the small arrow to open it. You’ll then see several options, including Engagement – this is where you’ll find what you need.
Click on Engagement → Pages and Screens.
This view shows which pages people have viewed on your website, along with useful metrics such as:
Views – the total number of times the page has been seen.
Users – how many individual visitors viewed that page.
Average engagement time – how long people spent on it.
At the top-right of the screen, you’ll see a date selector so will need to choose the period you want to analyse – a 30-day period is usually enough to compare to your enquiries. Then click Apply once you’ve chosen your dates.
Looking at a month gives you a clear snapshot of recent performance without the data being skewed by daily variations.
If you want to review a specific product or service page, use the search bar above the data table and type in a keyword from the page URL (e.g. /product or /service). Google Analytics will then filter the results to show only pages that include that word in the URL.
This filtering helps you focus on one part of your site at a time.
Once you’ve found the page you’re interested in, take note of:
Active users – these represent unique visitors, a better measure than total views.
Engagement time – how long they stayed on the page.
Now compare what you see in Google Analytics with your actual enquiry data from your CRM or contact forms.
That can be a depressing exercise sometimes, but the numbers don’t lie.
If lots of people are reaching a page but enquiries are low, it’s worth reviewing what might be putting them off. Common issues include:
On the other hand, if only a few people are landing on a page, the problem may lie in how that page is promoted. It might not be appearing in search results or being linked to enough from your other pages.
My intention with this page is purely to raise awareness of why it’s important to look at basic level information that helps you compare visits to specific website pages to the number of enquiries you get.
If you do want to start making improvements, then a few things to consider are:
Low visitors, low enquiries – work on visibility. Improve SEO, create more internal links, and share the page through marketing channels.
High visitors, low enquiries – focus on conversion. Review headlines, layout, and calls to action. Use tools like Microsoft Clarity to get a granular view of each visitor to the page(s).
High visitors, high enquiries – excellent (and the minority!). Use this as a model for other pages.
And if you’ve no idea where to start, please do chat with me for some free advice.