Turning less traffic into more enquiries
A full-service litigation firm in India was capturing few enquiries from its website. Rather than chase lost traffic, we rebuilt the conversion path – and monthly enquiries more than tripled while search traffic still fell.
The starting point
Website enquiries were running at 14 form submissions a month against 10,264 organic sessions – a conversion rate of 0.14%, with no tracking linking any enquiry back to a practice area or matter type. The site was six months into a core-update decline in organic search. Enquiry pages carried no structured data, service URLs were fragmented across competing variants, and the analytics property reported traffic figures that swung by as much as 111% month to month and could not be reconciled against Search Console or the firm’s local profile data.
What we did
Rather than chase the lost traffic back, we rebuilt the conversion path:
- URL canonicalisation, to consolidate the fragmented service variants
- service schema across around 25 pages
- practice-specific FAQ depth on the enquiry-bearing pages
- a measurement audit that isolated the one traffic series stable enough to measure conversion against
Where it reached
- Enquiry conversion rate: 0.14% to 0.33% of organic sessions
- Monthly form enquiries: 14 to 44
- Organic sessions: +29%, against a 10% fall in search clicks sitewide
- 105 enquiries in the final four months, against 61 in the first four
Monthly enquiries more than tripled across eight months while organic search clicks to the site fell 10%. The growth came from converting the existing audience rather than from recovering lost traffic, and the final month produced the highest enquiry volume of the period on less than a quarter of the traffic the site had carried before the decline.
How we measured
- Enquiries are website-tracked form-submission events, native to the analytics property, and reproduce exactly against source across all eight months.
- The denominator is organic search sessions, the most stable series in the property; its total-user series varies far more and is excluded throughout.
- Month 3 is a genuine low of 8 submissions, not a tracking gap, and is included in every total and average.
- WhatsApp enquiries are excluded entirely, as that metric is derived rather than native and cannot be reproduced to the exact figure from source.
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