More enquiries from the traffic you already have
You are already paying to get these people to your site. This is about how many of them actually get in touch.
An enquiry has four common places to die
We have looked at a lot of equipment supplier websites by hand, and the same four things come up over and over. None of them are exotic and all of them are fixable in days rather than months.
- The form asks for too much. Eleven fields, of which four matter. Every extra one costs you people who were willing to enquire until they saw it.
- Calls are not tracked. One phone number on every page and in every ad, so nothing that arrives by phone can be traced to anything. In this market most of the serious enquiries come by phone.
- The page is not relevant to the search. Somebody searches for a specific machine and lands on a homepage that lists nine product categories.
- The mobile experience is poor. Your buyer is on a phone, standing next to the problem.
The one nobody checks: whose problem is the page about?
Most equipment sites open with a sentence like "we supply materials handling equipment to industry". The person reading it is thinking "my forklift is down and I need one by Thursday". Those are not the same sentence, and the visitor has to do the translation themselves. Plenty of them do not bother.
This is usually the largest single change available on an equipment website and it costs nothing but the writing.
Measured before, measured after
We record where you are before anything is touched, and compare a month later. The number we report back is enquiries. Not conversion rate, not engagement, not time on page. If enquiries did not go up, it did not work, and we will say so.
The same checks we would run on a competitor
Nothing here needs access to your analytics or your ad accounts to start. Most of it is visible from outside, which is exactly why a competitor can see it too.
Getting to an enquiry
- Every field on the form counted, and the ones that are not used removed
- The enquiry path timed on a real phone, not a desktop window made narrow
- Whether the phone number is tappable and visible without scrolling
- Whether there is a page for the thing they searched for
What it says, and to whom
- Whether the copy is about what you supply or about their problem
- Whether a visitor knows what you do inside five seconds
- The trust signals a cautious commercial buyer looks for and cannot find
Where the enquiry goes
- Whether enquiries land in a system or in somebody's inbox
- Whether anything follows up automatically when nobody replies
- Whether you could say, today, where last month's enquiries came from
The ones we hear every time
It probably looks excellent. This is not about how it looks. Open it on your own phone and try to send yourself an enquiry, the way a maintenance manager would at seven in the morning in a yard.
Most people find something in the first thirty seconds. That is the whole exercise, done once, properly, with the fixes actually made.
We record where you are before we touch anything: how many enquiries, from how many visits, on which pages. Then we compare a month later.
The number we report is enquiries, not conversion percentage. A percentage can improve while enquiries fall, and we are not interested in winning that argument.
That is often the single biggest win, and it is the one nobody makes because every field was added by somebody who had a reason. But no, it is the whole path: whether the page answers the question the visitor arrived with, whether the phone number is visible on a phone, whether a cautious commercial buyer can find the trust signals they look for, and where the enquiry goes once it is sent.
You can, and sometimes that is right. But you are already paying for the visitors you have. If a hundred people land on the page and two enquire, doubling the ad budget buys you two more. Fixing the page can get you four from the hundred you already had, and it keeps working on every visitor afterwards, for free.
This is the only thing we sell that improves the return without the budget moving.
Find out what we would change, before you pay us anything
Free, no lock-in contract, no obligation. Just a straight look at where your marketing is leaking and what it is costing you. Worst case, you keep the video and fix it yourself.
Takes about a minute. Video back within two business days.