First find where the funnel breaks
When a founder says “the site brings no leads,” I do not open Figma. First I separate four different zeros: the site is not shown, it is not clicked, people do not submit the form, or the lead never reaches a manager.
The mistake I would remove first: Treating a button click as a lead.
What to prepare and what result to expect
- Outcome: You will know whether the problem is traffic, the first-screen promise, the form, tech, or manager response speed.
- Capture one funnel and do not call a button click a lead. You need access to Search Console, analytics, the form, email, and CRM.
- Keep source data and access rights separate from the result so you can verify what a page that should generate leads did.
- Open the page on a phone from Google, submit a test form, and check email, spam, CRM, and response time.
Run four checks in one evening
- Check demand and pages
In Search Console open Performance → Queries and Pages, compare impressions and clicks for the last three months. Separate informational queries from commercial ones.
Проверьте: A commercial query lands on a concrete service page, not a generic article.
Если не сработало: Build a dedicated page for the real intent instead of stuffing keywords into the homepage.
- Check form events
In GA4 open Reports → Events and find form_start, form_submit, and generate_lead. Reconcile them with a real submit, not only a button click.
Проверьте: A test lead appears in analytics with the correct page.
Если не сработало: Check action, required fields, and the form API response in the browser.
- Rewrite the first screen
Answer immediately: who the service is for, what outcome, approximate range, and what happens after the click. Replace “Submit” with an action like “Get an estimate” when that is honest.
Проверьте: A person can restate the offer after five seconds on the page.
Если не сработало: Ask someone outside the project to read the first screen and name the next step.
- Strip the form down
Keep only fields needed for the first reply. After submit, show what happens next and assign a lead owner.
Проверьте: The lead arrives where the manager actually works.
Если не сработало: Build a test route and temporarily disable optional integrations.
In twenty minutes I separate search from sales
Open Google Search Console → `Performance → Search results`, set the last 28 days and compare with the previous period. Look at `Queries` and `Pages` separately. If there are no impressions, go to `Indexing → Pages`, and check an important URL via the top `URL Inspection` field.
In Bing the path is similar: `Webmaster Tools → URL Inspection → Live URL`. If there are impressions but almost no clicks, open the page’s real queries and compare them with the title. If there are sessions, submit the form yourself from a phone and check email, CRM, spam, and manager response speed.
- Impressions = a visibility or intent problem.
- Clicks without leads = a page, form, or offer problem.
- Lead in the form but not in CRM = a data-routing problem.
I check a site that blocked itself
The root must have a `robots.txt` without `Disallow: /`, and the sitemap must list only canonical URLs with status 200. In WordPress check `Settings → Reading → Search engine visibility`; in Tilda — `Page settings → SEO`; in Webflow — `Pages → Page settings → SEO settings`, then always Publish.
In GA4 fire `generate_lead` after a successful form submit, not on the button click. Open `Reports → Realtime` and submit a test lead in incognito. A button click is not yet a lead.
User-agent: *
Disallow: /admin/
Disallow: /preview/
Sitemap: https://example.com/sitemap.xmlI save a baseline before any change
In a table record `impressions`, `clicks`, `CTR`, `organic_sessions`, `form_starts`, `form_submits`, `crm_leads`, `qualified_leads`, and `response_time`. After 7–14 days look at the same URL and the same comparison period. If you changed title, offer, form, and speed at once, you will not know the cause.
If a manager replies two days later, do not call it an SEO problem. The page may bring solid leads while the business loses them after submit. First walk the full path of one test lead.
Traffic is there, leads are not—what to check
| Criterion | Question | Good sign |
|---|---|---|
| Input | What exactly enters a page that should generate leads? | Capture one funnel and do not call a button click a lead. You need access to Search Console, analytics, the form, email, and CRM. |
| Action | What is the system allowed to do on its own? | Only prelisted actions, without access to the entire account |
| Verification | How do you know the result is acceptable? | Open the page on a phone from Google, submit a test form, and check email, spam, CRM, and response time. |
| Failure | Where do unclear cases go? | Record which link in the chain lost the lead and fix only that. Do not change headline, form, and ads at the same time. |
What should change after setup
You will know whether the problem is traffic, the first-screen promise, the form, tech, or manager response speed.
What gets disguised as “the site doesn’t convert”
Treating a button click as a lead.
Sending informational traffic to an expensive service without explaining value.
Changing five elements at once.
Not checking how quickly a manager replies after the form.
When an audit is no longer one form fix
You need a specialist when data contradicts itself, form and CRM are tied through several integrations, or the site structure needs rework.
Questions before rebuilding the site
What conversion rate is normal?
There is no universal norm. Compare your own trend and lead quality, not only the submit percentage.
Can you leave only a phone number?
Yes, if a manager truly answers calls quickly. Usually it is better to keep a short form as well.
What should you fix first?
The first broken link in the funnel: do not fix the form if the page does not get the right demand.
Do you need a new site right away?
No. First confirm the problem with analytics and a quick test of one hypothesis.
