Quarterly website and lead review
A 45 minute review every quarter that connects what the website did to what the business booked, and ends with the three changes for next quarter. You get a written record you can compare quarter to quarter.
Who it is for: An owner who wants to know, four times a year, whether the website is earning its keep
The weekly check keeps the site from breaking. The quarterly review asks whether it is working. That means putting the website numbers next to the business numbers: how many people visited, how many filled out the form or called, how many of those became jobs, and what those jobs were worth. Most owners have never done that math. It takes 45 minutes and changes what you spend money on.
Gather first
- Google Search Console, Google Analytics 4 or Clarity, and your Google Business Profile insights.
- Your CRM or lead list for the quarter, with the source of each lead and whether it closed.
- Your revenue for the quarter and the previous quarter.
- The last quarterly review, if you have one.
How to use it
Block the time. Go through every item and write the answer in a document dated with the quarter. Keep every review in the same folder. The value compounds: the third review is where the trends show up.
What good looks like
You can say out loud what a lead from your website is worth and which page produced the most of them.
1. Pull total website visitors for the quarter and the previous quarter from Google Analytics 4 or Clarity. Write both down with the percent change. 2. Pull total form submissions and clicks on the phone number for the quarter. If you cannot see these, that is finding number one: tracking needs to be set up. 3. Count the leads in your CRM or inbox for the quarter and label each by source: website form, phone from Google profile, referral, repeat customer, paid ad, other. 4. For each source, count how many leads became jobs and total the revenue. Divide revenue by leads to get what one lead from each source is worth. 5. Write down your close rate for website leads (jobs divided by leads). Compare it to last quarter. 6. In Search Console, list the ten searches that sent the most clicks. Note whether your main service plus city searches are on the list. If not, that is a gap. 7. In Search Console, list the ten pages that got the most clicks. Note any service page that got almost none. Those pages need work or a decision to remove them. 8. In Google Business Profile insights, record calls, direction requests and website clicks for the quarter versus the last one. 9. Count new Google reviews this quarter and your current average. Check that every review got a reply. 10. Read five real form submissions from the quarter. Note what people asked for in their own words. Compare it to what your service pages say. Adjust the pages if they do not match. 11. Read five recordings in Clarity, if you have it, of visitors who left without contacting you. Write down the one thing they seemed stuck on. 12. Check every service page and city page for facts that changed this quarter: pricing approach, team members, service area, hours. 13. List what you published this quarter (pages, posts, case studies) and what each one has earned in visits so far. 14. List what you spent on the website, ads and tools this quarter. Put it next to the revenue from website leads from item 4. 15. Write three changes for next quarter, each tied to a number from this review, with an owner and a month. 16. Write one sentence you would say to a partner about whether the website earned its keep this quarter. Date the document and file it with the previous ones.
Would rather have it done?
This is something we already run for clients. Send the intake and name this playbook; we will come back within a business day.
Goes well with
Weekly website health check
A 15 minute Monday routine that catches broken forms, dead pages and dropped rankings before they cost you a month of leads.
Twelve point website scorecard
Score your own site on the same twelve points we check in our free scorecard, from "says what you do in five seconds" to "form actually sends".
Monday morning brief from your numbers
Paste last week's numbers (leads, jobs, revenue, site visits, whatever you track) and get a one page brief: what moved, why it probably moved, and three things to do this week.