How to plan a website that turns visitors into enquiries

Plan before you design

Most websites that fail were designed before anyone decided what they must achieve. Planning takes days, not weeks, and saves months of rework.

Step 1: set one measurable goal

"More enquiries for our three most profitable services, from our core areas." Write the current number next to it so you can measure the change.

Step 2: know who is deciding

Step 3: collect the real questions

Pull questions from enquiry emails, call notes, chats and reviews. Every common question needs an answer somewhere on the site, ideally on the page where it arises.

Step 4: map the pages

One page per service that makes you money, a page per genuine area or branch if relevant, proof pages (work, reviews, about), and guides for the biggest questions. Each page has one job and one primary action. See site structure and internal linking.

Step 5: design the enquiry paths

For every page: what is the main action, and what is the backup? Typically a short form or booking as the main action, with tap-to-call and WhatsApp as backups on mobile. Decide where every enquiry goes: into the CRM, with its source, and who replies.

Step 6: gather proof early

Real photos, reviews, accreditations, project examples and numbers you can verify. Proof is the slowest content to collect, so start now.

Step 7: decide how you will measure

List the enquiry types to track before launch. See the conversion tracking checklist.

Turn this plan into a website project brief and share it with any agency you consider.