You know what it’s earning

Question

Answer 1

One of six promises

You know what it’s earning

Calls and enquiries traced back to the site, per location, each month, in plain English. If I can't show you what changed and why, I'm not doing my job.

Most business owners have no idea whether their website earns its keep, because nobody has ever shown them in terms they’d use. Visits and bounce rates aren’t the answer. Calls, quote requests and bookings are, and which location they came to.

What you see each month

A short note, not a dashboard. What came in and from where (search, the map, AI assistants, direct). Which location it came to. What moved since last month and why I think so. The one thing I’d do next. Three paragraphs, two numbers, one recommendation.

How it’s measured

Calls tracked per location. Forms and bookings tracked to the page they came from. Search and map visibility tracked per town. AI citations tested against the questions your customers actually ask, so you know whether ChatGPT names you. All of it set up at launch, so month one has numbers.

Turning visitors into enquiries

Once you can see where people stall, you can fix it. A buried phone number, a form with too many fields, a slow page: each one measurable, each one a targeted change rather than a redesign. On a typical unoptimised page, a hundred people land and four fill in the form; most of that loss is layout and form design.

Proof

For one branch of a portable sanitation group, enquiries from search went from 13 to 28 a month within two months, and visits from AI assistants from 3 to 17. Those are the kind of numbers that arrive in the monthly note.

More than one location

Each location counted on its own, so you can see which branch the site is feeding and which one needs attention. That’s how a growth decision about the next town gets made with evidence instead of a feeling.

Questions people ask me about this

Who have you done this for? A portable sanitation group with branches across North America: for one branch, enquiries from search went from 13 to 28 a month within two months, and people started arriving having asked ChatGPT who to call. Before that, Procurify, Aukema & Associates, and agencies who use me as their web department. What should we stop chasing, and when should we trust the work? Stop chasing daily rankings, keyword counts, tool scores and whatever this month's AI trick is. Trust the slow things: clear pages that answer real questions, consistent business details, reviews arriving, and the enquiry count per location moving in the right direction over months. What did this do for a business like mine? For one branch of a portable sanitation group with more than a dozen locations: enquiries from search went from 13 to 28 a month within two months, visits from AI assistants from 3 to 17, and the rebuilt branch page moved from position 14 in Google to the number one AI answer. Do you work with independent dealer groups? Yes. Independent dealers pay third-party platforms for leads on inventory they already own. I build sites where each lot is found in its own city, the inventory is searchable and marked up so Google and AI engines read it, pricing meets the rules, and the leads arrive without a listing fee attached. What’s the real cost of buying leads from a platform? The fee is the visible part. The hidden part: every lead you buy teaches the customer to go back to the platform, not to you; you're bidding against your own competitors for the same person; and when you stop paying, it all stops. Owning the channel costs more up front and less every year after. Most businesses your size already spend more renting. What should a monthly report from our web person actually tell us? Three things, in plain words: what happened (enquiries, calls and bookings per location, compared with last month and last year), why (what changed in search, in AI answers, on the site), and what's being done about it next month. If a report is twelve pages of charts and you finish it not knowing whether to be pleased, it isn't a report; it's a dashboard export. What does the free audit actually look at? Where you show up and where you don't: for each location, the searches your customers make and whether you or a competitor appear in the results, the map and the AI answers. What visitors do once they arrive. What the site is built on: speed, structure, whether machines can read it. Back within three working days, in plain words, with a recommendation.