A website has two jobs. It is a shop window that should catch attention, and it is a salesperson that should lead the visitor to an enquiry. Many companies invest mainly in the window: new photos, animations, a modern font. The site then looks good, but enquiries stay as rare as before.

Business owners usually notice it like this: the website is "fine" and analytics show some traffic, but the phone doesn't ring and the form stays empty. The cause tends to lie in what happens between a visitor's arrival and a sent enquiry. Here are eight things that decide it. Each comes with an example of how it looks before and after the fix.

Someone who arrives from Google or an ad decides within a few seconds whether they are in the right place. They need to see three things straight away: what you do, for whom and for how much (or at least from how much). If they have to search for it, they go back to the search results and click on a competitor.

The most common mistake is a generic slogan any company could use.

Before: "Quality, tradition and an individual approach."

After: "Turnkey bathroom renovations in Brno within 3 weeks. From CZK 180,000 including materials."

The second version answers all three questions at once, and the visitor knows whether it's worth reading on. If you don't want to state a price, give at least a range or a "from" price (see the section on trust).

A slow website loses visitors before they see anything. In a 2016 study, Google found that 53% of mobile site visits are abandoned if a page takes longer than 3 seconds to load.

Speed shows up in revenue too. Deloitte Digital analysed more than 30 million sessions on 37 European and American brand websites for Google. When a mobile site got 0.1 seconds faster, the conversion rate rose by 8.4% for retail sites and by 10.1% for travel sites. On lead generation sites, the number of people who reached the form page went up by 21.6%.

Websites are usually slow for the same reasons: images at camera resolution, a background video on the homepage, dozens of plugins and tracking scripts, cheap hosting.

Before: The homepage weighs 12 MB and takes 7 seconds to load on mobile.

After: Images are resized and saved as WebP, the video is replaced with a photo, and unnecessary scripts are gone. The page weighs 1.5 MB and loads in under 2 seconds.

You can measure your speed for free with Google's PageSpeed Insights. Look at the mobile result, not the desktop one.

Every page should have one main goal. On a service page it is typically an enquiry, on a product page adding to cart. When a visitor sees five equal buttons ("More information", "Our references", "Download catalogue", "Write to us", "Follow us"), they often pick none.

Before: The top of the page has three coloured buttons of the same size, and the footer has four more links.

After: The top of the page has one prominent "Request a quote" button with a discreet text link to references next to it. The same button appears again below the price list and at the end of the page.

Other links can stay on the site. They just shouldn't compete with the main action for attention.

If a company offers several services and they all sit on a single "Services" page in three sentences each, a visitor from an ad or search won't find the answer to their specific question. Someone searching for "window replacement Olomouc" wants to land on a page about window replacement, not on a construction company's homepage.

A separate page (landing page) for each main service has its own headline, price or range, process, references for that service and one button. It also helps in ads and search, because the page content matches what the person was looking for.

Before: An ad for "air conditioning for flats" leads to the homepage, where air conditioning is one of eight tiles.

After: The ad leads to an "Air conditioning for flats" page with the installation price, photos of completed jobs and an enquiry form.

People don't send enquiries to a company they know nothing about. On your website, they need to find proof that you exist and that your work is good.

What builds trust:

Before: An "About us" page with a stock photo of a smiling team and the line "We are a dynamic team of professionals".

After: A photo of the owner and two technicians next to the company van, with "Installing since 2014, 600 jobs in the South Moravian Region" below it and three customer reviews linked to Google.

Price is a sensitive topic for many companies. If you can't state it exactly, "from CZK 25,000" or "a typical job costs 40 to 80 thousand" is enough. A visitor with no idea of the price often doesn't write at all, because they're afraid of getting buried in a sales pitch.

An enquiry from a website goes stale fast. In a study published in Harvard Business Review in 2011, the authors sent a test enquiry to 2,241 US companies. 23% of them never replied.

In the same article, the authors report that companies that responded within an hour were nearly seven times as likely to qualify the lead (get to a meaningful conversation with a decision maker) as those that responded just an hour later. Compared with companies that waited 24 hours or more, the chance was about sixty times higher.

Meanwhile, the customer has usually written to your competitors as well. Whoever replies first has the advantage.

Before: Enquiries go to info@company.cz, which someone checks once a day. The reply arrives the next afternoon.

After: Every enquiry arrives instantly as a notification on the salesperson's phone. The customer immediately gets an automatic e-mail saying who will get in touch and when. On mobile, the site has a "Call" button, so anyone in a hurry can call straight away.

Without measurement you're only guessing why the website doesn't sell. Analytics (for example Google Analytics 4) with goals set up shows where people come from, on which pages they leave and how many of them send the form or tap the phone number.

Typical goals are a form submission, a tap on the phone number, a click on the e-mail address or a completed order. If you know that 800 people came from an ad and 4 sent an enquiry, you know where to start.

Before: Analytics only shows the number of visits. Nobody knows how many enquiries came from the website and how many from elsewhere.

After: Form submissions and phone taps are tracked as conversions. You can see that Google Ads bring enquiries at CZK 350 each while social media ads bring none, so the budget goes where it works.

Mind the cookies: tracking scripts may only run after the visitor consents. We cover this in Website check 2026.

On many websites today, most visits come from mobile. How many on yours, your analytics will tell you. Yet websites are often designed on a large monitor, and the mobile version comes last.

On mobile, details matter. The main button should sit where the thumb reaches, at the bottom of the screen, and be big enough to tap comfortably. The form should have two or three fields: name, phone or e-mail and a short message. Every extra field you ask for (address, company ID, "How did you hear about us?") is a reason not to finish the form.

Before: A form with eight required fields, a small "Send" button under them and a phone number as plain text you can't tap.

After: Three fields, a big "Send enquiry" button and a bar fixed to the bottom of the screen with "Call" and "Message" buttons.

Try it yourself: take your phone, open your website on mobile data and try to send an enquiry with one hand.

What to fix first on your website depends on where you lose the most people. We go through a specific website, the order of changes and a plan for a possible redesign in a consultation.