Test the leaks you can check today
Before opening any report, act like a customer. Use your own phone, on cellular rather than Wi-Fi:
- Tap the phone number on your home page and main service pages. Does it dial the right number?
- Submit every form with a real email address. Did the message arrive, and how long did it take? Check the spam folder too.
- Search for your business on Google, tap through to your site and count the seconds until you can see your phone number.
- Look for the answer to the question customers ask most, such as price range or service area. Can you find it quickly?
- Read the page as a stranger would. Is it obvious what you do, where you do it and what to do next?
Read engagement in Google Analytics
Do not trust the thank-you screen alone; it proves the page worked, not that the email reached you. Once delivery is confirmed, turn to the numbers.
Google Analytics counts a session as engaged if it lasts longer than 10 seconds, includes a key event or reaches two or more pages, and the bounce rate is simply the share of sessions that were not engaged. Compare engagement on mobile against desktop, and across your service pages. A service page with a much lower engagement rate than the rest of your site is a page people are rejecting.
Next, mark the actions that matter as key events: phone link taps, form submissions and booking clicks. A standard Analytics property can mark up to 30 events this way. With those in place, you can see results by page and by traffic source instead of guessing.
Check Search Console: seen but skipped?
Search Console's Performance report shows how often your pages appeared in Google results, how often people clicked, the click-through rate and your average position, covering the past three months by default. A page with plenty of impressions and few clicks has a title or description problem, or it is showing for searches it does not really answer. A page that earns clicks but produces no calls or forms has a problem on the page itself.
Check your Business Profile: website clicks versus calls
Your Business Profile performance report counts taps on the call button and clicks on your website link. If website clicks are healthy but the site produces few calls and forms, people are arriving and leaving. That points at the website, not the listing.
Watch real visitors
Numbers show where people leave; recordings show why. Microsoft Clarity is a free tool with session recordings and heatmaps that show where visitors click, how far they scroll and where they drop off. A handful of recordings of phone visitors on your main service page can reveal the problem in minutes: a button that does not look tappable, a form that throws an error, a phone number buried under a huge photo.
Speed is part of the answer
Slow pages lose people before they read a word. The HTTP Archive's 2025 Web Almanac links load times beyond three seconds with much higher bounce rates. Run your main pages through PageSpeed Insights on mobile and check whether they pass the Core Web Vitals assessment for real visitors.
If you want a second set of eyes, this is the review we walk through on a free 30-minute strategy call with Nick, using your own site and your own numbers.
| Signal | Where to find it | What it usually means |
|---|---|---|
| Low engagement on phones | Google Analytics, engagement by device | Slow or confusing mobile pages |
| Many impressions, few clicks | Search Console Performance report | Weak titles and descriptions, or pages showing for the wrong searches |
| Clicks but no calls or forms | Analytics key events by page | The page does not answer the question or show the next step |
| Profile website clicks, few site leads | Business Profile performance | Visitors reach the site and leave |
| Your test form never arrives | Your own inbox | Broken form delivery |
| Repeated taps or quick exits in recordings | Microsoft Clarity | Buttons, forms or layout that do not work as expected |
Related questions
What is a good engagement rate for a small business website?
There is no universal benchmark, because it depends on your traffic sources and your pages. Compare against yourself: mobile versus desktop, one service page versus another, this quarter versus the same quarter last year. Big gaps between similar pages are the useful signal.
Why do I get website traffic but no calls?
Usually one of four things: the visitors are the wrong audience, the page does not answer what they came for, the phone number or form is awkward on a phone, or leads are lost after they submit. Test the form and phone link first, then look at which searches bring people in.
How often should I check whether my website is working?
Test phone links and forms every month and after any change to the site. Review Analytics, Search Console and Business Profile numbers monthly, and compare each quarter with the same quarter a year earlier so seasonal swings do not fool you.
Can my website lose leads even if it looks fine?
Yes. A form can stop delivering email, a phone link can carry an old number, or a software update can break a button, all without changing how the page looks. That is why testing as a customer matters more than admiring the design.