Teardown-based case studies

2. What's broken

• Phone action disappears after first scroll

  On mobile, the main number sits in the header only. Once users scroll, the call path is gone.

• Hero presents multiple equal CTAs

  Call, form, and secondary links compete for attention, so high-intent users hesitate.

• Emergency and planned services share one page

  Visitors with urgent leaks and visitors comparing boiler options land in the same generic flow.

• No conversion events are captured

  The owner cannot tell whether calls, forms, or mobile CTA taps are improving after changes.

3. What I would change

• Install a sticky mobile call bar

  Persistent bottom CTA: "Call emergency plumber" with tap-to-call and clear service hours.

• Enforce one primary CTA per page

  Emergency pages prioritize calls. Planned service pages prioritize short quote requests.

• Split pages by intent

  Create dedicated pages for emergency plumbing, boiler repair, and leak detection to match search intent.

• Move trust proof into decision zones

  Place reviews, response-time promise, and certifications beside first CTA and before form fields.

4. What I would track

• click_to_call

  User taps sticky bar or phone link.

  Shows emergency call intent from mobile traffic.

• submit_quote_form

  User completes planned-work quote form.

  Tracks non-emergency enquiry quality by service page.

• service_cta_click

  User clicks CTA on emergency vs boiler vs leak pages.

  Compares CTA engagement between page intents.

• contact_step_view

  User reaches contact section.

  Flags where visitors drop before final action.

5. Expected impact

Goal: increase call intent clarity and enquiry completion rate.

• Higher share of mobile visitors tapping call CTA.
• Cleaner split between emergency calls and planned quote requests.
• Fewer drop-offs between first CTA and contact completion.

2. What's broken

• Emergency call route is buried

  Phone action is not persistent on mobile, so urgent users must scroll and hunt for contact options.

• Domestic and emergency paths are mixed

  Pages combine safety checks, rewires, and outages in one structure, creating intent mismatch.

• CTA hierarchy is inconsistent

  Buttons change labels and priorities between sections, reducing conversion clarity.

• No event-level funnel visibility

  There is no way to compare emergency CTA taps against scheduled enquiry form completions.

3. What I would change

• Launch persistent emergency call CTA

  Sticky mobile action with clear emergency label and immediate tap-to-call behavior.

• Create distinct service funnels

  Separate pages for emergency electrician, consumer unit/fault finding, and EICR compliance.

• Standardize CTA language and placement

  Use one primary action and one fallback action in consistent positions on every page.

• Reposition trust proof for early decisions

  Move qualifications, guarantee statements, and review excerpts above the first conversion step.

4. What I would track

• click_to_call

  Tap on emergency call CTA or phone link.

  Measures immediate call intent from high-urgency traffic.

• start_quote_form

  User focuses first form field.

  Shows form entry intent before completion.

• submit_quote_form

  Quote form submit success.

  Compares completed enquiries across service pages.

• cta_variant_click

  Click on primary vs fallback CTA.

  Validates whether CTA hierarchy is reducing hesitation.

5. Expected impact

Goal: increase emergency call intent clarity and reduce enquiry friction for scheduled jobs.

• More first-viewport emergency CTA taps on mobile.
• Higher form starts that progress to completed submissions.
• Lower CTA conflict between emergency and planned service journeys.

2. What's broken

• Emergency journey has no persistent call option

  Users with blocked-drain intent lose the call path once they scroll past the header.

• Investigation and repair services are merged

  CCTV surveys, unblocking, and repairs are bundled together, which weakens intent matching.

• Decision content appears too late

  Trust and reassurance appear after large generic blocks rather than near initial CTAs.

• No measurable conversion baseline

  Call taps and form submissions are not tracked by service type, so iteration is blind.

3. What I would change

• Deploy sticky emergency call bar

  Phone-first CTA remains visible throughout mobile scrolling for blocked-drain visitors.

• Split service architecture by intent

  Dedicated pages for emergency unblocking, CCTV surveys, and drain repairs/relining.

• Rebuild first screen around clarity

  One dominant action with concise proof and service-area cues near the top.

• Add tracked fallback enquiry path

  If users do not call, route them to a short tracked form with minimal friction.

4. What I would track

• click_to_call

  User taps emergency call CTA.

  Measures immediate intent from urgent drain traffic.

• submit_enquiry_form

  User submits non-emergency enquiry.

  Tracks planned-work lead volume by service page.

• service_page_engagement

  User reaches and interacts with core service sections.

  Identifies weak sections that lose intent before CTA.

• cta_dropoff_step

  User exits between first CTA and final action.

  Shows where the journey needs refinement.

5. Expected impact

Goal: increase call-action clarity and improve enquiry completion for planned drainage work.

• More urgent users tapping the emergency CTA quickly.
• Higher planned-service enquiry submissions by page intent.
• Clearer separation between emergency and planned conversion paths.