A website is not a picture on a wall — it is a tool, and tools get checked. You do not need an analyst: you need five numbers and 20 minutes a month.
The five numbers
- 1. Enquiries (the most important). How many forms, calls, orders. Everything else is secondary — this is money.
- 2. Visits (Analytics) — up or down, versus the same month last year
- 3. Clicks from Google (Search Console) — how many found you by searching
- 4. New terms (Search Console → Queries) — what you are starting to appear for; those are your next article topics
- 5. Errors — 404s, broken links, indexing problems
The checks (5 minutes)
- Open the site on a phone — fast? does the form work?
- Send a test enquiry — did it arrive, inbox or spam?
- WordPress: updates pending; was a backup made
- SSL — still valid
- Domain — when does it expire
One question a month
Which page brings the most enquiries? Once you know — invest there: better copy, more examples, a clearer button. Most people spend time on pages nobody cares about.
What NOT to watch
- Bounce rate alone — it may mean they found the answer
- Time on page for a phone number — those 15-second visits are good ones
- Daily rank for one keyword — that is anxiety, not measurement
Make it a habit
The same date every month, 20 minutes, five numbers in the same document. After three months you have what no tool gives you: a trend and your own feel for the site.
For our maintenance clients we do this — and send you what changed and what we suggest.