1) Check intent mix first
Look at landing pages and query themes. If informational traffic is rising but commercial pages are flat, top-line traffic can look healthy while enquiry volume stalls.
2) Review conversion pathways
- Are key CTAs visible above the fold on mobile?
- Are forms short, clear, and working reliably?
- Do pages explain next steps and response times?
3) Validate tracking against reality
Compare GA4 conversions with real submissions and calls. If numbers do not line up, fix tracking before making channel decisions.
4) Examine trust and proof
High-intent users need evidence. Add case studies, outcomes, and clear service fit. Thin proof often causes quiet conversion loss.
5) Prioritise fixes by commercial impact
Start with pages that drive qualified leads, then supporting pages. If AI visibility shifts are involved, pair this with AI overviews reduced clicks: what to do next.
Next step
Use the related problem page for implementation: Traffic up, enquiries down. If measurement is the blocker, run a GA4 + conversion tracking audit.