Many business owners look at their website once a month, usually when something has already gone wrong. By then, an enquiry that never arrived is an enquiry lost.
You do not need dozens of charts. Six numbers, checked for ten minutes a week, tell you whether the site is working.
The six numbers
1. Visits. How many people came this week and how that compares with last week. This is the starting point, not the goal.
2. Where they came from. Search, paid ads, social, direct. If all your traffic comes from one campaign, you want to know that before it stops.
3. Enquiries. Calls, messages and form submissions. This is the number that pays the bills, so check it first.
4. Conversion rate. The share of visitors who became an enquiry. If visits went up and enquiries did not, the problem is the page, not the campaign. We covered this in how to improve conversion rates.
5. Speed. How long a page takes to load on a phone. A slow page loses visitors before they read a word.
6. Forms that were sent but never arrived. Once a week, check that a real enquiry reaches your email or CRM. A form that breaks silently is one of the most expensive faults a website can have. Connecting your site to analytics properly helps here, see why connecting your website to Google Analytics matters.
What to do when a number drops
- Fewer visits: check whether a campaign stopped or an important page dropped in search.
- Steady visits and fewer enquiries: check the page, the form and the phone number.
- Slower speed: check what was added recently, usually a heavy image or a plugin.
Where to put it all
The simplest way is one report that arrives every morning or every week. We wrote about the daily version in what a daily digital report should include.
With us this is part of the service: an outsourced AI-assisted team connects the data, sends the report and handles whatever dropped. If you want to see what the numbers say about your site, we are happy to go through them with you.
