Turning website visitors into quote requests

Many sites lose interested visitors at the last step. The fixes are rarely dramatic. They are usually about removing doubt and effort.

Review your quote form

• Ask only what you need to respond well. Every extra field is a reason to leave.
• Label every field clearly, and mark which ones are optional.
• Tell people what happens next and roughly when they will hear back.
• Test it yourself on a phone, start to finish, at least once a quarter.

Make the next step obvious

Each page should have one primary action. If a service page offers five buttons, visitors may choose none. Pick the action that matches the visitor's likely intent on that page, and make it consistent.

Respond quickly

Speed of response often matters as much as the form itself. Decide who checks new inquiries, how often, and what happens when they are out on a job.