Somebody shows you a chart with a line going up and tells you the website is working. The phone says otherwise. This is the most common complaint after a rebuild, and it usually has a specific, findable cause rather than a mysterious one.
Work through it in this order, because the first two questions save you from fixing things that were never broken.
First: is the traffic real?
A good share of what a small site records is not customers. Bots, scrapers, link checkers, your own visits, and whoever built the site checking their work. A jump from thirty to ninety visits a month can be one of those and nothing else.
You do not need to become an analyst. Just do not treat the number as people until you have looked at what it is made of.
Second: is it the right traffic?
The second most common answer, and the least discussed. Visits from the wrong forty miles, or from people searching for something you do not do, will never turn into calls no matter what the page says.
Two questions answer this: which towns are the visits coming from, and which pages are they landing on? If half your traffic lands on an article about how long a slate roof lasts, that is somebody's homework, not a customer with a leak.
Then: the seven things that actually stop a call
In the order they are worth checking:
- The number is not visible without scrolling, or is not tappable. Astonishingly common. On a phone the number has to be one thumb away at the top.
- The page never names the town. A homeowner needs a second of certainty that you work where they live, and a map widget does not give it. Area pages are the fuller answer.
- There is no proof. No photographs of your own jobs, no reviews with names. Nothing that separates you from anyone else with a van.