What do you want a visitor to actually do?

Open your home page and count the things a visitor is invited to do.

Call. Fill the form. WhatsApp. Download the brochure. See the products. Read about us. Follow on Instagram.

Seven choices. A visitor facing seven choices does the eighth thing, which is to leave, because choosing takes effort and leaving does not.

One page, one action

Decide what you most want a stranger to do, and then make that one thing unmistakable.

Everything else can still exist. It just stops competing. The brochure stays, lower down, smaller. The Instagram link moves to the footer where it belongs.

This feels like a loss when you first do it. It is not. Five equal options produce fewer actions than one obvious one, every time, and the difference is not small.

Choose the step people are actually willing to take

The other mistake is picking an action that is too big for the moment.

A stranger who has known about you for forty seconds is usually not ready to request a quotation, which feels like committing to a conversation he may have to get out of. He might be ready to ask one question, or see what you have made before, or check whether you work in his area.

Match the size of the step to how much he trusts you so far. That is why send us your website link and we will tell you what is wrong works far better than book a consultation. One is a small favour. The other is a meeting.

Smaller asks, taken by more people, beat bigger asks taken by nobody.

Look at your home page. What is the one thing you want a stranger to do, and is it the most obvious thing on the page?

Choosing that one action and building the page around it is usually the change that moves enquiries most. Send us your home page and we will tell you what it is currently asking people to do.