SIX PLACES TO INVESTIGATE
Where does progress
start to break down?
These areas can overlap. Use the symptoms to choose a starting point, then examine the wider journey before drawing a conclusion.
01What you may notice: Enquiries are inconsistent, too few or poorly matched to your offer.
Separate low demand from low visibility and poor audience fit. Review where enquiries come from, who qualifies and whether tracking captures every contact.
Evidence to reviewEnquiries by source, qualified lead share and changes in demand.
Ask: Are fewer people finding you, or are the wrong people responding?
02What you may notice: People visit your website but rarely enquire, book or buy.
Check whether visitor intent matches the page, the offer is understandable and the next step works. Test forms and booking journeys before assuming the design is the problem.
Evidence to reviewRelevant visits, completed actions and drop-off by device or journey stage.
Ask: Can a suitable visitor understand the offer and complete the next step?
03What you may notice: Winning each new customer is becoming more expensive.
Compare like-for-like periods and include the relevant acquisition costs. Examine audience quality, conversion, sales follow-up and the length of the buying cycle.
Evidence to reviewAcquisition spending, new customers, conversion and customer value.
Ask: Is the cost rising because demand costs more, or because fewer prospects become customers?
04What you may notice: Customers struggle to find your business when looking for what you offer.
Check whether important pages are accessible and indexed, business information is accurate and content addresses the searches your customers make. Separate discoverability from a lack of market demand.
Evidence to reviewSearch visibility, relevant queries, referral sources and profile accuracy.
Ask: Are you absent where customers look, or visible for the wrong things?
05What you may notice: Enquiries lose momentum, promises change or information is repeatedly handed over.
Trace a real enquiry from first contact to delivery. Identify missing information, unclear ownership and inconsistent definitions of a qualified opportunity.
Evidence to reviewResponse times, handoff delays, lost opportunities and customer complaints.
Ask: Who owns the next action at each stage of the customer journey?
06What you may notice: Demand increases, but work queues, delays and avoidable errors grow with it.
Map the process and locate where work waits. Distinguish insufficient capacity from unclear approvals, rework and dependence on one person.
Evidence to reviewQueue length, turnaround time, rework and available capacity.
Ask: Which step limits the whole process, even when other people have spare capacity?