Website and conversion work: get more calls from the visitors you have

What it is

It's a structured process, borrowed from the testing habits at Conv.ca (the conversion-rate optimisation agency Ali Sedighi founded), applied to the pages that matter commercially. We don't redesign for taste. We change things that measurably stop people from contacting you.

Typical fixes include:

• a headline that says what you do and where, in the words buyers use
• a phone number and text option visible without scrolling on a phone
• a quote request that asks for three things instead of twelve
• proof near the call-to-action: real photos, credentials you actually hold, a clear process
• mobile pages that load fast on a commuter's data connection on the GO train
• service pages that answer "how much" and "how long" honestly

Who it's for

Businesses that already receive steady website traffic, from search, ads or referrals, but feel the site underperforms. It's also the right first step before raising an ad budget, because each improvement multiplies every future dollar of spend.

If you get very little traffic, conversion work still helps, but slowly; pair it with search, ads and content so there's enough volume to learn from.

What's included

1. Page inventory. Every page ranked by visits and enquiries, so we work on the ones that pay.
2. Leak review. Recorded sessions or heatmaps where your privacy settings allow, plus a manual walk-through on a phone.
3. Fix list. Each fix scored by expected impact and effort.
4. Changes shipped in sprints. Usually two-week cycles, a handful of fixes each.
5. Measurement. Before-and-after enquiry rates per page, and split tests where traffic supports them.

Timeline

How results are measured

The main number is enquiry rate per page: calls, texts and emails divided by visits. We also watch mobile speed, the share of visitors who reach a contact option, and, where you share it, the win rate of website enquiries compared with other sources. All of it goes on the weekly scorecard.

A worked example

Take a Hamilton-area renovation firm (a hypothetical one, to keep the maths clean) with 1,500 monthly visits to its service pages and an enquiry rate of 1.6%, which gives 24 enquiries a month. The page inventory shows that two pages, kitchens and basements, receive 60% of visits but bury the phone number below three screens of text on a phone.

Moving the call and text buttons to the top, cutting the quote request from nine fields to four, and adding a short "what it costs and how long it takes" section might lift those two pages from 1.6% to 2.4%. On 900 visits, that's about seven extra enquiries a month. At one win in four, it's nearly two extra jobs a month from changes that took a sprint. Your numbers will differ; the method doesn't.

What we need from you

• Admin or editor access to the website, plus the hosting login or a contact at your host.
• Analytics access, or permission to install privacy-friendly analytics.
• 20 minutes with whoever answers enquiries, so we hear the questions buyers ask.
• Quick approval on copy changes. Sprints stall when edits wait two weeks for sign-off.

Mistakes to avoid

• Redesigning before measuring. A new look can lower enquiries if it buries the phone number.
• Long quote pages. Every extra field costs you enquiries. Ask for the minimum and collect the rest on the call.
• Pop-ups and chat bubbles that cover the phone button. On mobile they often block the one action you want.
• Claims you can't back up. Ontario buyers check. "Licensed" means nothing without the licence; superlatives invite complaints under the Competition Act.
• Calling a test after three days. Wait for enough enquiries to see a real difference.

This role can run alone as a project or inside the embedded growth team. See pricing for both options.