Website Design That Generates Leads: The Enquiry Funnel Checklist
Your website shouldn’t just look modern. It should consistently turn the right visitors into real enquiries. If you’re getting traffic but not calls, form fills, or bookings, the issue is usually the funnel: unclear messaging, weak trust signals, or too much friction at the moment of action.
In this checklist, you’ll audit each stage, from first impression to follow-up, so your site guides people smoothly toward contacting you, and you can track what’s working (and what’s leaking).
What Lead-Generating Website Design Really Means
A lead-generating site does three jobs:
- Attracts the right traffic.
- Builds trust fast.
- Makes the next step easy.
That next step is your enquiry. It can be a call, a form, or a booking. The goal is not more clicks. The goal is more qualified conversations.
Think of it as a funnel:
- Entry: search, ads, referrals.
- Proof: why you, why now.
- Action: call, form, book.
- Follow-up: confirmation and next steps.
If any stage leaks, leads drop.
The Enquiry Funnel Checklist
Stage 1: Match The Page To The Intent
Your page must answer, “Am I in the right place?”
- One clear service per page, where possible.
- A headline that says who you help and what you do.
- A short line that names the outcome.
- A next-step offer: call, quote, booking, or free check.
Example: A Perth electrician page should lead with “Same-day electrical fault finding,” not your company history.
Stage 2: Win The First 10 Seconds
Most visitors decide fast. Your top section must do the work.
Include:
- A clear promise in plain language.
- A visible phone number and button.
- One primary CTA button.
- One trust signal: reviews, badges, or years.
Keep it tight. Avoid sliders and long intros. Show your service area and availability upfront.
Check speed and interactivity with PageSpeed Insights and the INP Core Web Vitals update.
Stage 3: Make Mobile The Default
Mobile now holds a majority share in global web usage.
Check:
- Buttons are easy to tap.
- Phone numbers are click-to-call.
- Forms do not zoom or break.
- Pop-ups do not block key content.
A mobile visitor often wants one fast answer. Show hours, service area, and the quickest contact option.
Stage 4: Reduce Friction In Your Enquiry Options
Offer two paths:
- Fast path: call or “Book a call.”
- Quiet path: a short form.
Put the phone number in the header. Add a sticky call button on mobile.
Keep forms short. Ask only what you need to respond well:
- Name
- Email or phone
- Suburb
- What do you need help with
Collect extra detail after you reply.
Stage 5: Build Trust Where People Hesitate
Trust is not one page. Place proof near decisions.
Add proof beside your CTA:
- Star rating and review count.
- Testimonials with names and suburbs.
- Project photos with short captions.
- Licences, insurance, memberships.
For local services, reviews are a key trust input. BrightLocal’s survey shows how many people weigh reviews like personal recommendations.
Stage 6: Write Copy That Sounds Like The Buyer
Lead-focused copy is not clever. It is clear.
Use this structure on each service page:
- The problem you solve.
- The result they want.
- Your process in 3 steps.
- How pricing works.
- What happens after they enquire.
Avoid “best in Perth” claims. Swap them for proof, timeframes, and boundaries.
Mini case study: A roof repairer changed “Quality Roofing” to “Roof leak repairs within 48 hours.” Enquiries became more specific.
Stage 7: Design The CTA Like A Commitment Ladder
Your CTA should match the risk.
- Low risk: “Get A Quick Quote.”
- Medium risk: “Book A 15-Min Call.”
- High risk: “Request A Site Visit.”
For high-ticket services, do not push “Buy now.” Offer a safe next step.
Repeat your CTA after key sections, not only at the top.
Stage 8: Fix The Thank-You Experience
Most sites waste this moment.
Your thank-you page should:
- Confirm it worked.
- Set a response time.
- Explain the next step.
- Offer a second action, like booking.
- Track the conversion event.
Mini case study: A Perth accountant added a booking link on the thank-you page. Booked consults rose without extra traffic.
Stage 9: Track Leads Like Revenue
If you cannot measure enquiries, you cannot improve them.
Set up:
- GA4 conversion events for forms.
- Click-to-call tracking on mobile.
- Call tracking numbers for campaigns.
- UTM tags for ads and socials.
- A simple CRM field for source.
Review weekly:
- Sessions by channel.
- Enquiry rate by page.
- Calls vs forms.
- Lead quality notes.
- Time to first response.
Benchmarks can keep you honest. Ruler Analytics reports about 3% average conversions and about 2% average form submissions across fourteen industries. Use these as a starting point, then chase your own best number each week.
Stage 10: Speed Up Your Response Workflow
A fast site helps. A fast reply helps more.
Build a basic follow-up sequence:
- Auto-confirmation email or SMS.
- Same-day reply when possible.
- One helpful question to qualify.
- A calendar link for easy booking.
If you miss calls, add a clear call-back promise and stick to it.
A Simple Enquiry Funnel Page Flow
Use this flow for most service pages.
Above The Fold
- Clear headline with outcome.
- Primary CTA button.
- Phone number and hours.
- One strong trust signal.
Mid Page
- Problems you solve.
- Your 3-step process.
- Proof: reviews and photos.
- Pricing approach.
- Service area list.
Bottom Page
- Short FAQ.
- Second CTA.
- Contact options.
- Footer trust: address and privacy.
Common Mistakes That Kill Enquiries
These leaks are common:
- One page trying to sell every service.
- Vague headlines with no outcome.
- CTAs that say “Submit.”
- Forms that ask too much, too soon.
- No proof near the CTA.
- Slow load times and heavy sliders.
- No tracking, so you guess.
Fixing two leaks can lift enquiries without more traffic.
Stop the Leaks—Start the Enquiries
Lead generation isn’t magic. It’s a simple system: a clear offer, strong proof, and an easy next step. When your message matches intent, your trust signals show up at the right time, and your contact options feel effortless, enquiries follow.
If you want a practical, page-by-page action list, Planted Web Design can audit your website funnel, spot the leaks, and prioritise the fixes that drive more calls, forms, and bookings—without guessing or rebuilding everything.