How do I know if my website is actually working?

There's a difference between a website that works and a website that isn't broken. Most business owners only check for the second one.

If it loads, looks fine, and nothing's obviously wrong, it's easy to assume the job's done. But a site can tick every one of those boxes and still not bring in a single enquiry. Here's how to actually tell.

Start with one number: how many visitors turn into enquiries.
This is the only number that really matters. If 100 people visit your site in a month and 3 of them get in touch, that's a 3% conversion rate, and for most small business sites, somewhere between 2% and 5% is a healthy range. You don't need to track dozens of metrics. You need this one, and you need to watch whether it's going up, staying flat, or dropping.

If you're getting traffic but no enquiries, the problem usually isn't the traffic.
It's tempting to think the fix is more visitors. It rarely is. A site that isn't converting the 100 people it already gets won't convert 1,000 either, it'll just have more people leaving without acting. The traffic isn't the problem. Something on the page is.

The usual culprits are simpler than people expect:

• Unclear messaging. If a stranger can't tell what you do and who it's for within a few seconds of landing, they'll leave before finding out.
• No obvious next step. If someone has to hunt for how to contact you, or the only option is a vague "get in touch" with no form or number nearby, most people won't bother.
• Missing trust signals. No reviews, no real photos, no proof you've actually done this before. People are cautious about handing over their details to someone who could be anyone.
• It doesn't work properly on a phone. Most people will land on your site from their phone first. If it's slow, awkward to navigate, or the form is a pain to fill in on a small screen, you'll lose them before they get anywhere.

A quick way to check it yourself.
Open your website like you've never seen it before, ideally on your phone. Give yourself five seconds. Could a stranger tell what you do, who it's for, and what to do next? If you have to think about it, so will they.

What to do if something's off.
You don't need a full redesign. Usually it's a handful of specific fixes, sharper messaging at the top of the page, a clearer call to action, a few real reviews, a form that's quick to fill in. Small, specific changes tend to move this number more than a total overhaul does.

If you're not sure whether your site's actually converting, or want a second pair of eyes on it, get in touch and I'll take an honest look.