Website Visitors to Enquiries
How to turn more of your website visitors into enquiries. You'll find out why visitors don't get in touch, count enquiries properly in GA4, see what visitors actually do, build pages that make the case, add trust and proof, make forms, calls and bookings easy to finish, follow up well, and test changes so you know what works.
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How to turn more of your website visitors into enquiries. You'll find out why visitors don't get in touch, count enquiries properly in GA4, see what visitors actually do, build pages that make the case, add trust and proof, make forms, calls and bookings easy to finish, follow up well, and test changes so you know what works.
The course has 8 modules, each with a short video, a written lesson, an exercise, a quiz and at least one worksheet (13 worksheets in all, in Word and PDF).
Who this course is for
People who look after the website of a small UK organisation and can edit pages in WordPress, Squarespace, Wix or similar. No coding needed.
Course content
Module 1: Why Visitors Don't Enquire
Most small organisations don't need more visitors before they need more of their existing visitors to get in touch. This module welcomes you to the course, walks through the journey from a first visit to a reply in someone's inbox, and shows you how to measure where you are now without fooling yourself with small numbers or borrowed benchmarks. It finishes with the five places enquiries usually leak away, and how to tell a quick win from a bigger fix.
about 60 minutes of reading, plus a 60-minute exercise using your own enquiry records and website.
What you'll be able to do
- Describe the enquiry journey on your own website, from arriving to hearing back, and say where people can drop out.
- Work out a conversion rate in plain English, say which number you divided by, and tell a percentage point change from a percentage change.
- Judge whether a change in a small number of enquiries is likely to be real or just normal ups and downs.
- Explain why "average conversion rate" benchmarks are a poor guide for a small organisation's website, and what to compare against instead.
- Recognise the five leaks (wrong visitors, unclear offer, missing trust, friction, slow follow-up) and spot the signs of each on your own site.
- Sort possible improvements into quick wins and bigger fixes, and choose a sensible first few.
Module 2: Counting Enquiries Properly
You can't improve what you can't count, and most small organisations count only a slice of their enquiries. This module helps you decide exactly what counts as an enquiry, set up Google Analytics 4 (GA4) to record form enquiries and taps on your phone number, email address and WhatsApp link, choose a sensible way to count real phone calls, and keep a simple enquiry log that catches everything your analytics misses. It finishes with why your numbers will never match perfectly, and how to check they're close enough to trust.
about 65 minutes of reading, plus a 90-minute exercise on your own website (and a 15-minute check a month later).
What you'll be able to do
- Write a clear definition of what counts as an enquiry for your organisation, covering forms, calls, emails, bookings, donations and messages.
- Record form enquiries as key events in GA4, using a thank-you page or a custom event, and explain why the automatic form events aren't enough on their own.
- Explain in plain words how Google Tag Manager works, and use it (or a plugin) to record taps on phone, email and WhatsApp links.
- Choose a way of counting phone calls that suits your size, including the UK number and privacy points to check.
- Keep an enquiry log with a "how did you hear about us" question, and use it alongside GA4.
- Explain how cookie consent and other gaps affect your numbers, and check your GA4 counts against your log each month.
Module 3: Seeing What Visitors Actually Do
Your numbers from Module 2 tell you how many people enquire. They don't tell you why the others don't. This module shows you how to watch what visitors actually do, using free tools (GA4's landing page report and path exploration, Microsoft Clarity's heatmaps and recordings) and simple low-cost research with real people, and how to do it within UK privacy rules. You'll finish with a short, evidence-based list of problems to fix, which the rest of the course works through.
about 60 minutes of reading, plus a 2 to 3 hour exercise spread over two or three weeks (most of that is waiting for data and talking to five people).
What you'll be able to do
- Use GA4's landing page report to find the pages where visitors arrive and how often each one leads to an enquiry, without being fooled by small numbers.
- Use a GA4 path exploration to see where people go next from an important page, or how they reached your thank-you page.
- Set up Microsoft Clarity (or a similar tool) and read heatmaps, recordings and signals such as rage clicks and dead clicks.
- Explain the UK consent rules for session recordings and set up consent and masking sensibly.
- Run a five-person user test, a five-second test and short conversations with customers and staff.
- Turn what you've seen into a prioritised problem list, linked to the five leaks from Module 1.
Module 4: Pages That Make the Case
Most visitors decide within a few moments whether a page is for them, and they decide by scanning, not reading. This module shows you how to write a clear value proposition and headline, choose and word your calls to action, structure a service page and your homepage, show prices honestly and legally, and make sure your pages are quick, work on a phone and can be used by everyone. You'll finish with a scored review of two of your own pages and a short list of fixes.
about 65 minutes of reading, plus a 90-minute exercise on your own website.
What you'll be able to do
- Explain how people scan web pages, using Nielsen Norman Group's research, and arrange a page so the important points get seen.
- Write a value proposition and a headline that say what you do, who it's for, why you, and what to do next.
- Choose one main call to action per page, word it clearly and place it where people are ready to act.
- Structure a service page and decide what your homepage needs to do.
- Show prices in line with the CMA's price transparency guidance and the CAP Code, including VAT, mandatory charges and genuine "from" prices.
- Check a page's speed, mobile layout and basic accessibility with free tools, and know which problems to fix first.
Module 5: Trust and Proof
A visitor can understand exactly what you offer and still not get in touch, because they aren't yet sure you're real, competent and safe to deal with. This module shows you how to give honest proof (reviews, testimonials, case studies, credentials and real people), how to stay inside the UK rules that now govern reviews, claims and urgency, and which legal details your website must show. It ends with a trust audit of your own site.
about 60 minutes of reading, plus a 75-minute exercise on your own website.
What you'll be able to do
- Explain why missing trust stops people enquiring, and match the amount of proof on a page to how big a decision the visitor is making.
- Collect and display reviews and testimonials in line with the Digital Markets, Competition and Consumers Act 2024 (DMCC Act), the CMA's fake reviews guidance and the CAP Code, including incentivised reviews and Google reviews.
- Write case studies and show credentials, memberships and awards that are genuine, current and checkable.
- Use real people, real photos and current information to show there's a trustworthy organisation behind the website.
- Check that your website shows the legal details required for your kind of organisation: company, sole trader or partnership, charity, or regulated profession.
- Replace fake urgency and vague promises with genuine deadlines and guarantees you can keep.
Module 6: Forms, Calls and Bookings People Finish
Someone who has read your page, trusted you and decided to get in touch can still give up at the last step: a form that asks too much, an error message that makes no sense, a phone number that won't tap, a booking page that springs a fee on them. This module works through every way people contact you, from enquiry forms and spam protection to the privacy wording beside the Send button, phone calls, WhatsApp, online booking and donation pages, so that people who want to get in touch can finish what they started. Everything here is based on published research, the GOV.UK Design System, WCAG 2.2 and UK rules as they stand in October 2026.
about 75 minutes of reading, plus a 75-minute exercise on your own website (add 20 minutes if you run a charity donation page).
What you'll be able to do
- Cut an enquiry form down to the fields that earn their place, with clear labels, sensible field types and autocomplete.
- Write error messages and mark required and optional fields in a way that helps people finish, and check your forms against the WCAG 2.2 criteria that matter most for small sites.
- Choose spam protection that stops bots without shutting out real people, including disabled visitors.
- Put the right privacy information beside each form, separate "we'll reply to you" from "we'll send you marketing", and use the soft opt-in correctly (including the charity soft opt-in in force since 5 February 2026).
- Make phone, WhatsApp, chat and online booking easy and honest: tappable numbers, clear hours, sensible number types and total prices.
- If you run a charity, build a donation page with a valid Gift Aid declaration and honest regular-giving choices that follow the Code of Fundraising Practice.
Module 7: After the Enquiry
Everything in this course so far has been about getting the right people to press "Send", pick up the phone or book. This module is about what happens next: how quickly and how well you reply, what your thank-you page and auto-reply say, how you follow up without nagging, and how you record which enquiries became customers, bookings or donations. It also covers handling enquiries fairly and lawfully (including the data protection complaints duty that started on 19 June 2026) and whether an AI chatbot belongs on a small organisation's website.
about 65 minutes of reading, plus a 60-minute exercise.
What you'll be able to do
- Explain why the speed and quality of your first reply matter, and what the research does and doesn't show.
- Write a thank-you page and an automatic reply that tell people what happens next, without slipping in marketing.
- Set up a simple follow-up routine for forms, emails, calls and messages, with an owner, response targets and cover for holidays.
- Record the outcome of every enquiry and work out how many enquiries become customers, and what they're worth.
- Handle enquiry data fairly: privacy, sensible retention, other ways to contact you, and a way for people to make data protection complaints.
- Decide whether an AI chatbot would help your visitors, and what to put in place if you use one.
Module 8: Testing and Improving
You now have a list of things to improve, and probably more ideas than time. This final module shows you how to tell whether a change actually helped when your website gets hundreds of visits a month rather than hundreds of thousands, how to decide what to change first, and how to keep improving with a short monthly routine. It finishes with a 90-day plan and a look back over the whole course.
about 70 minutes of reading, plus a 70-minute exercise.
What you'll be able to do
- Explain what a test can and can't tell you on a small website, and judge whether a change in your enquiry numbers is likely to be real or just normal ups and downs.
- Decide whether an A/B test is realistic for your site, using a simple sample size check, and name the main options now that Google Optimize has closed.
- Run a before-and-after comparison that allows for seasonality and other changes, and record it so you can judge it fairly.
- Prioritise your list of improvements by impact, confidence and ease, and separate fixes you should just make from changes worth testing.
- Run a monthly review of your enquiries, tracking and pages in under an hour.
- Write a 90-day plan with checkable goals, named owners and dates.
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