3 ways to get more enquiries from your website
Not getting enough enquiries from your firm's website?
Then this week’s newsletter is going to give you some actionable fixes.
8 times out of 10 it's down to one of these three things:
Not driving enough of the right traffic
Weak value propositions and messaging
Missing call-to-actions
Fix 1 of these, and you're 1-step ahead of the majority of firms.
Fix all 3, and your inconsistent enquiry flow will be no more.
Let’s get into how you can do this…
1. Not driving enough of the right traffic
Do you know how many people visit your site each month?
Where do they come from? Are they the right people?
If you're not getting enough of the right eyeballs on your site, you're not going to get enquiries.
Let’s do some really quick marketing maths…
Assume only 100 people visit your site each month. We know from the breakdown of your target market that roughly 2% of these will be ready to work with you right now.
Learn about where 2% comes from in this article here.
That gives us an audience of 2.
Now it’s unlikely that both of these people will follow the 'contact us’ or ‘book a call’ call to actions (CTA’s) through to completion. In marketing, you have to allow for drop-off rates on everything. Nothing ever converts at 100%.
For example, if 2 people view your contact form, I’d expect anywhere from 10-50% of people to complete it. That means of those 2 people, we’ll get 0-1 completions.
I’ll share more about how to optimise these CTA’s in the 3rd part of this article.
Anyway, back to traffic…
Open up your Google Analytics account
If you’re using the classic Google Analytics, in the left menu select Acquisition > All traffic > Channels
If you’re using the new GA4, go to Reports > Acquisition > Traffic Acquisition
You then want to edit the date range. I recommend selecting ‘custom’ and setting the previous 3-month period. We’ll use this to calculate a monthly average.
Once set, if you scroll down, you’ll see a breakdown of your traffic based on the main channels. I’ll run through some definitions with you quickly below
User: An individual who interacts with your website or app. Each user can visit your website multiple times (that’s why sessions are typically higher than users)
New user: Somebody who visits your website for the first time during this date range
Session: A single visit to your website, consisting of one or more events, including page views, purchases, or other events.
Direct: People who typed your URL into their browser, clicked a link in an email (that didn’t include campaign tags), or any other cases where Google Analytics can’t identify the source of the click (this happens quite frequently!)
Organic search: People clicking a link to your website from a google search result
Email: Somebody who clicked a link in an email (with campaign tracking set up)
Referral: When somebody clicks on your website from another website (e.g. a directory)
Let’s use users as a measure of traffic for now…
Take your 3-month total users (5699 from the example above) and divide by 3. That gives us a monthly average of 5699 / 3 = 1899 users per month.
What does yours look like?
< 200 users per month: You have a traffic problem (I’m generalising here as I don’t know your firm or growth goals so please take it with a pinch of salt)
200 - 500 users per month: You’re in the average spot for most firms I’ve seen
500+ per month: Traffic is ok which suggests you have a messaging or CTA problem (more on those shortly).
Once you know your average monthly traffic, then look at the breakdown of where that traffic is coming from…
Mostly direct traffic? This is typical for referrals + word of mouth.
Are you driving much traffic from organic search? If not, it suggests SEO could be something worth exploring depending on your target market (works best for local niche & specialist niches).
(Note - make sure you have Google Search Console set up and integrated with your Google Analytics account so that you can see which specific keywords people are searching for to find your site)
Now you know where your traffic stands, you need to figure out not only how to increase it, but how to get more of the right people visiting your site. There’s no point in driving 300 more people a month if none of them are a good fit.
There’s no cookie-cutter answer to this as it starts with having a strategy in place.
That will help determine the best channels + tactics for driving traffic to your site.
2. Weak value propositions and messaging
Does your website clearly articulate who you help and how you help them?
Is it clear what makes your firm different to the hundreds of other cloud firms?
If prospects can't figure this out in the first few seconds of landing on your site, you've lost them.
Note - I don’t believe that ‘tech’ is a differentiator anymore. It’s table stakes. Every firm says they’re cloud & digital. I wrote more about that here.
Open up your website homepage, and look at the hero section (the part of the page that appears above the fold i.e. before you scroll down).
This section should clearly highlight:
Who you help
How you help them
The main benefits/outcomes
If you can’t tick all 3 of those, you need to revisit your messaging.
I share more about how to write simple value propositions for your firm here.
Another thing to do on your website homepage is to go through and count the number of times you use the word ‘we’ or ‘our’.
A lot of websites are guilty of making it all about them: ‘we are…’, ‘we do…’ ‘our…’.
The reality is that your prospects don’t care. They’re selfish, and they only care about themselves.
So instead of writing ‘we’ statements, flip them into ‘you’ statements.
Here’s an example:
❌ “We’re a team of tax specialists and we specialise in all aspects of tax planning & strategy”
✅ “Grow your business with confidence knowing that a team of tax specialists are helping you to pay the right amount of tax for your goals.
If you were a prospect, which of those is more likely to motivate you to take action?
3. Missing call-to-actions
Do you have strategic call-to-actions for people at different stages of their journey?
A Call To Action (CTA) is an action you want your prospects to do.
Most accounting firms only have 1 CTA: Contact us.
I’ve written previously about why this is a mistake.
In short, your website should have 3 main CTA’s:
Now prospects (2%) - Book a call
Maybe prospects (8%) - Download high-intent lead-generating asset
Future prospects (90%) - Weekly value-packed newsletter
CTA 1 - Book a call
This should be ‘book a call’ not ‘contact us’ or ‘request a call’. Stop putting forms in front of people that want to speak to you.
If you use Calendly, you can use their routing forms to qualify people with questions first before they’re allowed to book. You can even add a payment if you want to charge for initial appointments to discourage tyre-kickers.
This CTA should appear in the top right of your website menu, in the hero section, and at least one other time on your home page.
CTA 2 - Downloadable asset
A lead-generating asset is how you capture the contact details of people that are interested but not ready to work with you right now.
Understanding your target market and their pains/challenges is the key to creating a lead-generating asset that converts.
This CTA should appear in the first 30% of your homepage, on all of your blog pages, and as an exit-intent pop-up so that when people visit your website and try to leave, they’re presented with it.
CTA 3 - Weekly newsletter
I love weekly newsletters (like this one) because of the value and relationships they can build.
For starters, don’t call it a newsletter. Nobody wants to opt-in for ‘another newsletter’. Give it a brand. Make it feel like a resource they can’t live without.
❌ Subscribe to our weekly newsletter for news & advice from our firm
✅ Join other agency owners receiving weekly tips to increase their profits and scale with confidence.
This CTA should appear in a section towards the bottom of your home page, in the footer menu of your website, and on all of your blog pages.
Have you identified the cause of your inconsistent enquiry flow?
Review your website against the 3 things I highlighted above:
Not driving enough of the right traffic
Weak value propositions and messaging
Missing call-to-actions
None of these are fixes which will create results overnight. But with time, and the right approach, they’ll help you to generate more consistent enquiries from your website.
If you have any questions about this, give me a shout.
Until next week,
Jordan