Build · Conversion
Find where the traffic you already have leaks away.
Doubling your visitors is the expensive fix. Getting more of the visitors you already have to pick up the phone is the cheap one, and it starts with finding the exact places they leave.
The same traffic, two outcomes
Most of what leaks is decided on the first phone screen.
Four in five people who look you up do it on a phone, and they decide whether to keep going in about the time it takes to read a headline. These are the same business and the same visitor. The only difference is what survived onto that first screen.
The short answer
What conversion optimization actually is: plugging the leak, not widening the pipe.
Conversion optimization is the work of turning more of your existing visitors into phone calls and form fills. It is measured as a rate, and on most local-service sites that rate is being held down by four or five fixable things.
The maths is worth sitting with. A site taking 1,000 visits a month at a 2% conversion rate produces 20 leads. Move that to 4% and you have 40 leads, from the same traffic, with no extra spend anywhere.
Getting to 2,000 visits a month instead takes months of search work and real money. Both routes are legitimate and we sell both. One of them is just considerably cheaper and lands considerably sooner.
The usual culprits are boring: a phone number that is not tappable on a phone, a form asking for nine fields when three would do, a page that takes six seconds to load on a truck, and no clear next step at the bottom.
We assess where a current setup loses conversions rather than guessing at redesigns. A first look at that is part of the free Snapshot, and the full read is the Conversion path & tracking category in the Deep Audit, so you can see the problem before deciding whether it is worth paying to fix.
What arrives
What we look at: 6 places the calls go missing.
- 01
The phone number on a phone
Whether it is tappable, whether it is visible without scrolling, and whether it is still visible halfway down the page. For emergency trades this single item outperforms most redesigns.
- 02
Form friction
Every field you ask for costs you completions. We count the fields, flag the ones doing no work, and check that the form actually delivers rather than dropping quietly into a spam folder.
- 03
Speed where it counts
How fast the page becomes usable on a mid-range phone on a weak connection (Core Web Vitals). Not the score on a desktop test in an office, which is the number most reports quote.
- 04
Whether the page answers the question
Do you serve my town, do you do my specific job, roughly what does it cost, and can I trust you. A visitor who cannot answer all four in about ten seconds leaves and calls the next result.
- 05
Trust signals near the decision
Reviews, licence numbers, insurance, real photos of real work, all placed next to the button rather than on a separate page nobody visits.
- 06
Whether any of it is being measured
A conversion rate you cannot see is a conversion rate you cannot improve. If the tracking is not there, that gets fixed first, because everything after it is guesswork otherwise.
Fit
Who this fits: 4 signs it is you.
Conversion work needs traffic to work on. If almost nobody is finding the site yet, the search work comes first and this comes second, and we would rather tell you that than take the money.
This is you if:
- You get visitors but the phone does not ring in proportion.
- You are spending on ads and the cost per lead keeps climbing.
- Your site was built to look right rather than to be used on a phone.
- You genuinely do not know what your conversion rate is.
This is not you if:
- You have almost no traffic yet. There is nothing to optimise, and search or ads come first.
- You want a full redesign. That is a build, and it is priced as one.
- You want split testing on 200 visits a month. There is not enough data for a result to mean anything, and anyone selling you tests at that volume is selling you noise.
- The real problem is that you are not calling leads back within the hour, which no website can fix.
How the work runs
How it runs: 4 steps, starting with the free one.
- 01
Free audit first
Start with the free Snapshot, back in a few business days. Want the deeper read? Conversion and UX is its own 15-point category inside the Deep Audit, and the findings are yours whether or not you ever hire us.
- 02
Fix the measurement
Calls and form fills wired up so they are counted properly. Without this, every later claim about improvement is an opinion with a chart attached.
- 03
Ship the obvious wins
Tappable numbers, shorter forms, faster pages, clearer next steps. These are cheap, they do not need testing, and they are usually most of the gain.
- 04
Test only what is worth testing
Where the traffic supports it, we test the genuinely uncertain calls. Where it does not, we say so instead of selling you a testing program your volume cannot support.
Proof, not a pitch
Built by people who ran the truck first.
We spent real money on ads across the major platforms in our own service business, which is a very direct education in what a leaking website costs when you are the one paying for the clicks.
- 300+
- Points in the Deep Audit, worked by hand
- 36
- Hyperlocal pages shipped in one build
- 14
- Categories in the Deep Audit, worked by hand
Every point listed in the report appendix
6 service areas × 6 services, same engagement
300+ points, $1,500
Build
What it costs: published, not quoted.
Conversion fixes are usually build-side work, so they price against the build ladder or attach to an existing site as scoped changes. A first look at where the leak is comes free with the Snapshot; the full read is the Deep Audit's Conversion path & tracking category rather than a separate product.
Every build price, on one page| Tier | Price | What moves the number |
|---|---|---|
| Starter site The core site a local operator actually needs: services, service area, proof, plus a phone number that is never more than a thumb away. | $1,500 one-time | Page count, and how much of the content we write for you. Not included. Per-city page sets and published pricing pages are the Growth site. Ongoing search work is a separate monthly engagement. |
| Growth site The Starter site plus the pages that earn search traffic on their own: per-service and per-city pages, published pricing, and the proof library. | $2,500 one-time | How many service areas you need covered, and how many services get their own page. Not included. Custom application work sits in the Custom tier. Moving off an old site that already ranks? Rank-safe migration attaches to any build as a $400 line item. |
| Custom builds Larger builds and custom work, plus migrations where an existing site has rankings that have to survive the move. | from $3,000 one-time | Whether there are rankings to carry across, and how much of the build is bespoke rather than assembled. Not included. Rank-safe migration off an existing site attaches as a $400 line item where there are rankings to carry across. |
Objections and questions
Questions we get asked: 6 answers.
Conversion optimization has a reputation for being sold as expensive testing programs. For a local operator it usually is not, and these answers say why.
Ask us something else What is a good conversion rate for a service business website?
It varies enormously by trade and by traffic source, which is why quoted industry averages are close to useless for deciding anything. The number worth watching is your own, measured now and measured again in 90 days. We would rather set your baseline honestly than hand you a benchmark that flatters or panics you for no reason.
Do I need A/B testing?
Probably not yet. Split testing needs enough traffic for a result to be real, and most local-service sites are nowhere near that. At normal local volumes the wins come from fixing obvious friction, not from testing button colours. We will tell you when your traffic genuinely supports testing, and until then we will not charge you for it.
How is this different from a redesign?
A redesign replaces the site. Conversion work fixes the specific places the current site loses people, which is usually a much smaller and much cheaper job. Sometimes the honest answer is that the site is beyond fixing and a rebuild costs less than patching it, and we will say that plainly rather than bill you for both.
Can you improve conversions without touching my rankings?
Yes, if it is done carefully. The risk is that conversion changes get made by someone who does not think about search, and pages get merged, renamed or stripped of the content that was ranking them. Because we do both halves, the conversion work is checked against what is currently earning traffic before anything ships.
What does conversion optimization cost?
A first look comes free with the Snapshot, back in a few business days. The full read is inside the Deep Audit: $1,500 one-time, credited in full to your first month if you hire us within 60 days. Fixes are quoted against the actual work, and they price on the build ladder rather than as a monthly retainer. Website builds run $1,500 to $3,000+ one-time, and most conversion fixes on an existing site are a fraction of that.
How long before I see more calls?
Conversion fixes act on traffic you already have, so they show up faster than search work does: usually inside a month of shipping, sometimes inside a week. That speed is exactly why we do this before or alongside the search program rather than after it.
Related services
What this pairs with: the rest of the stack.
Every one of these is sold on its own, and none of them needs the others to work. Conversion Rate Optimization sits inside Small Business Web Design, which is where the whole line is laid out side by side.
- 01 Small Business Web Design A site built around how customers actually find and choose you, handed over in full when it ships. Read more
- 02 Landing Pages Single-service pages built to convert one kind of visitor. Read more
- 03 Website Redesign Rebuilt on modern architecture without losing what already ranks. Read more
- 04 Tracking & Analytics Setup You cannot prove any of this works without measurement. Read more
- 05 Website Maintenance Updates, backups, speed fixes, plus the small edits you never get to. Read more
- 06 Local SEO Ranking in the map pack for the towns you actually serve. Read more
Trades
Who we do this for: named by trade.
Emergency trades lose calls to a phone number that is hard to tap. Considered-purchase trades lose them to a missing price range. The leak is different by trade, and so is the fix.
- 01 Plumber Marketing Emergency intent converts in seconds. Most plumbing sites lose it. Read more
- 02 HVAC Marketing Emergency calls, maintenance plans, and the seasons that pay for the year. Read more
- 03 Garage Door Marketing Same-day repair intent, plus the install job worth ten of it. Read more
- 04 SEO for Roofers Storm-season demand is won in the map pack, not the phone book. Read more
- 05 Cleaning Company Marketing Residential and commercial are two funnels, not one page. Read more
- 06 Pest Control Marketing The recurring contract is the business. Sites keep burying it. Read more
Free snapshot · paid teardown
Send us your site: 300+ points, worked by hand.
A short, sharp look: the top handful of findings, scored, delivered by email. What's broken, in plain English.
Want the full punch list? The Deep Audit is $1,500: the same crawler and link indexes the top-tier agencies run, plus live map-pack checks town by town and AI-assistant citation checks almost nobody local does. 300+ points across all 14 categories, plus a prioritized 90-day plan. Credited in full toward your first month if you hire us within 60 days.
Snapshot delivered in a few business days
It's yours either way. Hand it to your own developer, or your own AI, and it still pays for itself. If you hire us, it costs you nothing.
Site & search audit · what we check
300+ points
- Crawl, indexation and site security 30 pts
- Duplicate signals, structure and internal links 39 pts
- Speed and Core Web Vitals 28 pts
- The experience on a phone 14 pts
- Money pages: content, depth and freshness 24 pts
- Structured data and the trust surface 20 pts
- Search demand and the keyword map 20 pts
- Google Business Profile 20 pts
- Reviews and reputation 16 pts
- Local presence: map results and directories 20 pts
- AI search and assistant citation 22 pts
- Link profile and authority 20 pts
- The operators beating you 22 pts
- Turning visits into calls, and counting them 24 pts
The Snapshot is the top handful of these, free. The Deep Audit is all 14 categories, 300+ points, scored, with a 90-day plan and the full point-by-point appendix. No account, no card either way.
Ready to stop losing customers to the guy with a better site?
Fifteen minutes, no discovery deck. We'll tell you what we'd build, what we'd rank, and what it costs. And if we're not the right fit, we'll say that too.