Why your WordPress website stopped generating enquiries (and what to fix first)
If traffic is stable but leads are dropping, the cause is usually a handful of fixable issues. This guide helps you diagnose what’s changed and where to start.
Most websites don’t suddenly “break”. They slowly become less effective as small issues pile up: speed slips, pages get cluttered, forms become unreliable, and trust signals weaken.
When enquiries fall, the first instinct is often to push more traffic. But if the site isn’t converting, more traffic simply means more wasted budget.
A better approach is to find what changed and address the bottlenecks. In most cases, the issue sits in one of these areas:
- Users can’t quickly understand what you do or what to do next
- Mobile experience is worse than you think
- Pages are slower, heavier, or less stable than they used to be
- Forms or tracking are failing silently
- Trust signals have weakened, or competitors have improved
The good news: you can usually identify the cause with a structured check, without guessing.
Six common reasons enquiries drop
Clarity
When visitors don’t immediately understand what you offer and why it matters.
- Is the value clear in the first 5 seconds?
- Is there one obvious next step?
- Are key pages organised sensibly?
Speed and usability
When slow pages and clunky behaviour push people away before they act.
- Check mobile speed, not just desktop
- Look for layout shifts and “jumping” pages
- Remove friction in key journeys
Mobile experience
When the site technically works, but feels awkward on a phone.
- Tap targets and spacing feel cramped
- Navigation is hard to use one-handed
- Forms are frustrating on mobile
Trust
When visitors hesitate because the site doesn’t feel credible enough.
- Proof (logos, testimonials, outcomes) is visible
- Contact details are easy to find
- Pages feel current, not neglected
Forms and tracking
When people try to enquire, but the path breaks or isn’t measured properly.
- Test every form end-to-end
- Confirm confirmations and notifications
- Check analytics events are firing
Ownership
When changes happen, but nobody is responsible for the outcome.
- Regular checks and priorities exist
- Changes are planned, not reactive
- Someone owns technical direction
You don’t need a huge project to find the root cause. You need a structured check of the journeys that matter.
Here’s a straightforward way to diagnose where enquiries are being lost.
1) Start with one key journey
Pick the most important outcome: enquiry, booking, call, or purchase. Then follow the journey like a new user would, on a phone.
Ask yourself:
- Do I understand the offer immediately?
- Can I reach the next step without effort?
- Does anything feel slow, broken, or confusing?
2) Check your top landing pages
In analytics, look at the pages where most visits start (often Home, Services, and one or two campaign pages). Review them with fresh eyes.
Watch for:
- Too many competing calls to action
- Pages that feel “busy” but not helpful
- Missing proof and reassurance
3) Test your forms properly
A surprising number of conversion drops are caused by forms failing silently.
Test:
- Submission works on mobile and desktop
- Confirmation message appears
- Email notification arrives consistently
- Spam controls aren’t blocking real users
4) Look for change, not perfection
Ask: what changed in the last 3–6 months?
Common culprits:
- New plugins or theme updates
- New tracking scripts or cookie tools
- New page builder content
- Heavier images or embedded media
- Third-party tools added to key pages
If you find a clear change point, you’ve usually found your starting point.
Common questions about enquiry drops
Why would traffic stay the same but enquiries drop?
Because traffic is only half the equation. Enquiries depend on clarity, speed, trust, and a smooth path to action. A small change in any of those can reduce conversions.
What’s the most common cause on WordPress websites?
Slowdowns and clutter creeping in over time, often from plugin changes, page builder content, and small “quick fixes” that accumulate.
Should we redesign the website if leads drop?
Not necessarily. Many issues can be fixed without a redesign. A structured audit can tell you whether the site can be improved safely or needs rebuilding.
How do we know what to fix first?
Start with the pages and journeys tied directly to enquiries. Fix anything that causes confusion, friction, or failure before you worry about minor polish.
Want a clear answer, not guesses?
If your website is business-critical and results have slipped, a technical and conversion audit will tell you what’s holding it back, what’s worth improving, and whether a rebuild is needed before investing further.
Start with a website audit