If visitors come but don't respond, it is rarely the design.
Visitors usually don't get in touch because the page doesn't answer their question before they have to choose: no price indication, no proof that you've done this before, or a threshold that's too high. In almost all cases, the lack of a prize is the largest single cause.
STEP BY STEP
Go through these in order
- Is there a price or price indication?This is the most asked question and the most avoided. Anyone who does not provide an indication will lose the visitor who does find it elsewhere. A bandwidth of explanation is enough; it doesn't have to be an exact price.
- Do you prove you've done this before?A case with a number, a customer name or a result defeats any promise. "We deliver quality" means nothing, because that's what your competitor also writes.
- How high is the threshold?“Request a quote” sounds like negotiation and obligation. “Schedule a free consultation” requires half an hour. Same visitor, different behavior.
- How many fields does your form have?Any field not needed to respond will cost requests. Name, email and question are enough. You can ask the rest during the conversation.
- What happens after sending?Say when you respond. Uncertainty about what happens next is a reason not to send: especially during first contact.
- How fast is your site on mobile?Test with WiFi off. Anyone who drops out while loading will never get to your form. This is the only cause on this list that you can measure before someone complains.
- Do you answer the objections?The questions you now receive by email belong on the page. Every question someone has to ask is a reason not to do it.
PITFALLS
Which is usually not the problem
Design is often blamed and is rarely the cause. A well-maintained but information-poor page performs worse than a simple page that answers the question.
The button colour is also almost never the problem. That kind of optimization yields marginal profit if the content is correct, and nothing if it is missing.
- Not the design — information wins over aesthetics.
- Not the button colour — contrast helps, colour itself does not.
- The missing prize — the greatest single cause.
- Well, the missing evidence — a number beats a promise.
- However, the loading time on mobile — measurable, and often underestimated.
- However, the height of the threshold — conversation instead of quotation.
FREQUENTLY ASKED QUESTIONS
More about applications
How many requests are normal?
This varies too much by sector and type of traffic to give a meaningful figure. It is more useful to track your own development and measure it per landing page: an average over your entire site hides exactly where things are going wrong.
Do I really have to publish my prices?
It's not necessary, but it works. We do it and it saves conversations with people for whom we are too expensive. If you cannot or do not want to quote a price, then at least provide a range with an explanation of what it depends on.
Does a chat or AI widget help?
If there is someone or something behind it that really answers, then yes. A widget that only asks for an email address moves the barrier instead of removing it.
What do I measure to know if things are getting better?
Requests per landing page, not per site. And quality of applications, not quantity: more forms that go nowhere is not progress.
CONTINUE READING
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