This audit started with a simple question from the business owner: "People say they're interested, but almost nobody actually messages us. Why?" The answer turned out to be almost embarrassingly simple — the contact information was nearly impossible to find.
Tracing the path a real customer takes
To reach the contact details on this site, a visitor had to: open the menu, find an "About" page, scroll to the bottom of that page, and click a small "Get in Touch" link — which led to a second page containing the actual phone number and email address.
That's three clicks and two full page loads before a genuinely interested customer could find a way to reach out. Every one of those steps is a chance for someone to give up, get distracted, or simply decide it's not worth the effort.
Why this quietly kills conversions
Interest doesn't last. Someone who's curious about your business right now might not still be curious four clicks later. The further you make someone travel to act on their interest, the more of that interest evaporates along the way — even if they never consciously decide to give up.
If someone has to search for how to contact you, most of them simply won't.
What changed
- Added the phone number and email directly into the header, visible on every page.
- Placed a "Contact Us" button in the main navigation, not buried inside another page.
- Added a simple contact form at the bottom of the homepage itself, so no navigation was required at all.
The result
Inquiries roughly doubled within the first month after the change. The business didn't get more traffic, more marketing, or a different product. It simply became possible for interested people to act on their interest in one click instead of three.
Wondering if your own contact info is easy enough to find?
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