Sample report · fictional business · sample data

The monthly report, exactly as it arrives.

Every month each website gets one plain-English report like this, by email with a link. This one is for a made-up heating company, so you can see every section: what happened, where the enquiries came from, what was changed, and what to do next.

Jump to the work we did Jump to the plan for next month

Growth Reportexample.comPrepared by Conversion IQ

September 2026

Northfield Heating

38 enquiries came in through the website, up from 31 in August.

The month in short

Most of them came from people searching Google for boiler repairs, and 14 people phoned or emailed rather than filling in the form.

We repeated your “Book a visit” button in the first screen on phones, where most of your visitors never scroll far enough to see it, and started testing a headline about same-day repairs.

The most useful next step is on your side: making the phone number optional on the quote form, which is where most people who start it give up.

The month in numbers

What happened in September 2026

Visitors

2,204

+12.3% vs Aug

People who visited your website

Tracked enquiries

+22.6% vs Aug

Form sends, phone taps and email clicks

Conversion rate

1.72%

+9.1% vs Aug

The share of visitors who got in touch

Phone & email enquiries

+55.6% vs Aug

Visitors who tapped to call or email you

Form completion rate

56%

Tracked from this month

Of those who started your form, how many sent it

How far phone visitors scroll

31%

The typical phone visitor sees this much of the page

Across all your pages, on phones only

Day by day

How the month unfolded

Every bar is a day. The shaded area is how many people visited; the green bars are the enquiries that came in.

Busiest dayThu 24 Sep93 visitors

Typical day73visitors

Days with an enquiry25 of 30in September 2026

Visitors per dayEnquiries per day

Where your enquiries came from

Which visits turned into enquiries

Every form sent, phone tap and email click this month, traced back to how that visitor arrived - so you can see what search, ads and everything else are actually bringing in.

Enquiries traced38forms, phone taps and email clicks

From organic search17found you on Google without an ad

From ads7recognised from each ad’s own tracking

By channel

Organic search17
Direct / typed in8
Google Ads7
Other websites3
Social media2
Not known1

Organic search enquiries by landing page

/boiler-repair7
Homepage6
/boiler-installation3
/boiler-servicing1

The page each visit from Google (without an ad) started on - the clearest sign of which pages your search work is paying off on.

Every enquiry

Date	How	Came from	Started on	Got in touch on
30 Sep	Form	Organic search	Homepage	/contact
29 Sep	Form	Organic search	/boiler-repair	/contact
29 Sep	Phone tap	Google Ads	Homepage	Homepage
26 Sep	Phone tap	Direct / typed in	Homepage	Homepage
25 Sep	Form	Direct / typed in	Homepage	/contact
24 Sep	Email click	Organic search	/boiler-installation	/contact
24 Sep	Form	Organic search	Homepage	/contact
24 Sep	Phone tap	Organic search	/boiler-repair	/boiler-repair
23 Sep	Form	Google Ads	/boiler-repair	/contact
23 Sep	Form	Organic search	/boiler-servicing	/contact
22 Sep	Form	Other websites	Homepage	/contact
22 Sep	Form	Google Ads	/boiler-repair	/contact
21 Sep	Phone tap	Organic search	Homepage	Homepage
19 Sep	Form	Other websites	/boiler-installation	/contact
18 Sep	Phone tap	Organic search	Homepage	Homepage
18 Sep	Email click	Direct / typed in	Homepage	/contact
17 Sep	Form	Organic search	/boiler-repair	/contact
16 Sep	Phone tap	Google Ads	/boiler-servicing	/boiler-servicing
16 Sep	Form	Social media	Homepage	/contact
15 Sep	Form	Direct / typed in	Homepage	/contact
15 Sep	Form	Organic search	/boiler-repair	/contact
14 Sep	Phone tap	Social media	/boiler-installation	/boiler-installation
12 Sep	Form	Organic search	Homepage	/contact
11 Sep	Form	Direct / typed in	/contact	/contact
11 Sep	Form	Google Ads	/boiler-repair	/contact
10 Sep	Phone tap	Organic search	/boiler-servicing	/boiler-servicing
9 Sep	Form	Organic search	Homepage	/contact
9 Sep	Form	Direct / typed in	Homepage	/contact
8 Sep	Form	Other websites	Homepage	/contact
8 Sep	Phone tap	Google Ads	/boiler-installation	/boiler-installation
7 Sep	Email click	Organic search	/boiler-repair	/contact
5 Sep	Form	Direct / typed in	Homepage	/contact
4 Sep	Form	Not known	—	/contact
4 Sep	Phone tap	Organic search	/boiler-repair	/boiler-repair
3 Sep	Form	Google Ads	Homepage	/contact
2 Sep	Phone tap	Direct / typed in	Homepage	Homepage
2 Sep	Form	Organic search	/boiler-installation	/contact
1 Sep	Form	Organic search	/boiler-repair	/contact

Phone and email figures are taps on your number or clicks on your address, not confirmed calls or emails. "Not known" means the visit started on a page our tracking could not measure. We never collect names, phone numbers or messages.

The route to an enquiry

How people get to the point of getting in touch

The pages a visitor went through, in order, before they sent a form, called or emailed. Each enquiring visit is counted once.

Enquiring visits mapped34each visit counted once

Pages seen before getting in touch2for the typical enquirer

Got in touch on the first page29%without visiting another page

The most common routes

HomepageContactEnquiry
26%
Boiler repairEnquiry
21%
HomepageBoiler repairContactEnquiry
15%
Boiler installationContactEnquiry
12%

Pages people pass through

Homepage56%
Contact50%
Boiler repair41%
Reviews18%

The share of enquiring visits that saw each page on the way.

Scroll map

How far down the page people get

Warm colours mark the parts of the page most visitors see; cold colours mark the parts few people ever reach. Scroll inside the page to explore it.

Everything above this line is seen without scrolling

100% of visitors scroll this far

42% of visitors scroll this far

21% of visitors scroll this far

Your “Book a visit” button · 12% reach it

Only 42% of visitors get halfway down your homepage.

The first screenEveryone
A quarter of the way down100%
Halfway down42%
Three-quarters down21%
The very end of the page10%

Where people leave

The biggest drop happens between 25% and 35% of the way down: 30% of visitors stop there. Whatever sits in that stretch is where interest runs out.

What we recommend

Move the “Book a visit” button up. Right now it sits 90% of the way down, where only 12% of visitors ever look. Put a clear version of it in the first screen, and repeat it after your strongest proof.

Based on 746 desktop visits in September 2026. Screens vary in size, so positions on the screenshot are approximate.

Website health check

How the page measures up

We checked the page against the things that most often decide whether a visitor gets in touch: a clear offer, an obvious next step, proof you can be trusted, and speed.

/ 100

Room to improve

Our check of your homepage on 24 September 2026.

Clarity62
Is it obvious what you offer?
Call to action41
Is the next step clear?
Trust55
Is there proof you deliver?
Readability70
Is it easy to take in?
Engagement57
Does it hold attention?
Emotional pull48
Does it speak to the visitor?

Missing 5

A headline that says what you do, for whomHigh impact
The headline “Quality heating solutions since 1998” describes the business, not the problem visitors arrive with.
A clear call to action in the first screenHigh impact
The only button in the first screen is “Learn more”. “Book a visit” first appears 90% of the way down the page.
A phone number visible without scrollingHigh impact
The number appears once, in the footer.
Reviews near the first call to action
Read the whole page: the reviews sit in the fourth section, below where most visitors stop.
Loads quickly on a phone
The main content took 3.8s to appear on mobile. Google’s threshold for good is 2.5s.

In place 3

Services listed clearly
Found “Boiler installation”, “Repairs and breakdowns” and “Servicing” in the second section.
Proof you can be trusted
Found “Gas Safe registered” and “fully insured” in the Why choose us section.
A way to get in touch on the page
Found the “Request a free quote” form, with five fields.

Every item above was checked on your live page on 24 September 2026 (page speed comes from Google’s own speed test). Not judged: prices on the page - a quote-led business: prices depend on the job.

Speed on a phone

Measured the way Google measures it. Slow pages lose visitors before they see anything.

3.8s

Main content appears

How long until the biggest part of the page shows

Needs work

0.02

Layout stability

Does the page jump around while loading?

Good

180ms

Response to a tap

How quickly the page reacts

Good

Google speed score

Out of 100, on mobile

Needs work

Search & analytics

How people find you on Google

From your connected Google accounts. These cover their own rolling window, shown on each panel.

Google search

From Google Search Console, the 28 days to 30 September 2026.

18,940times you appeared in Google

612clicks through to your site

3.2%of searchers who saw you clicked

14.2average position in results

What people searched	Clicks	Seen	Position
boiler repair northfield	188	2,410	3.1
northfield heating	121	402	1.2
boiler service near me	64	3,920	9.4
new boiler cost	31	4,180	16.8
emergency plumber northfield	9	1,530	11.8

Google Analytics

The 28 days to 30 September 2026. Google Analytics counts visits its own way, so its totals will not match ours exactly.

2,051sessions

58%engaged sessions

Organic Search1,104
Direct452
Paid Search231
Organic Social142
Referral122

What we did

Work completed this month

9 September 2026
Booking button on phones
Repeated your own “Book a visit” button in the first screen on phones. One visitor in ten still sees the original page, so the effect can be measured.
Homepage · phonesLive · measuring
16 September 2026
Headline test
Started testing “Boiler broken? Same-day repairs across Northfield.” against the current headline, on half of visitors.
HomepageTesting
23 September 2026
Reassurance line
Removed the line added under the quote button after it did worse than the original.
Boiler repairRemoved

What's next

The plan for next month

In the order we would do them, and who does each one: Automatic means our system tests or tracks it for you.

Do first

Your web team

Make the phone number optional on the quote form

More than half of the people who abandon the form leave at that field. They have already chosen you; ask for the number later.

AutomaticTesting now on the homepage

Find out whether a same-day headline brings more enquiries

Visitors arrive with a broken boiler, not an interest in the company’s history. The test runs until the result is clear.

Then

Your web team

Give the Areas we cover page a way to get in touch

It is the fourth busiest page and has no button, phone number or form on it.

You

Ask your last ten customers for a Google review

Reviews are your strongest proof, and fresh ones also help the Google listing that most of your enquiries start from.

Keep an eye on

Automatic

Keep counting phone taps and email clicks alongside forms

More than a third of your enquiries arrive this way; judging the site on forms alone would undercount it.

How to read this report

Visitors: Separate visits to your website recorded by our tracking. Your own team’s visits while editing the site are left out.
Enquiries: Every time someone sent a form, tapped your phone number or clicked your email address.
Conversion rate: Enquiries divided by visitors - the share of visits that turned into someone getting in touch.
Scroll depth: How far down a page each visitor got. Everyone sees the first screen; the rest depends on how far they scroll.

Start here

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