A number needs context
Imagine a site with 10,000 visits and 43 enquiries. Those figures are illustrative, with no source or time period. On their own, they cannot tell us whether the traffic, offer, or experience is the problem.
Follow the visitor’s decision
Check whether a visitor understands the offer, sees evidence they can trust, finds relevant details, and can take the next step easily. Review the journey on mobile as well as desktop.
Find the point of friction
Look at analytics alongside page performance, search intent, user sessions, form completion, and customer conversations. Each source answers a different question; none should be treated as proof by itself.
Test one change at a time
State what you expect to improve, make one focused change, and compare results over a defined period. A useful audit needs the site, its analytics setup, traffic sources, and conversion definitions.