Why Is My Care Home & Home Care Website Traffic Not Leading To Enquiries?

Hi, I'm Cameron from Smooth Digital and welcome to Tea with Toby, the show where I put your care home and home care marketing questions to our very own Marketing Strategy Director, Toby Alley-Uzman. Tea with Toby, tea with Toby, tea with Toby, tea with Toby, tea with Toby, tea with Toby. So welcome to the show. Thank you and it's good to have my very first show, to be fair, you and the team have been saying I should do this for a while so I'm very happy to be here. Okay, excellent. So, the question for today from the internet. We employed a company to run some ads for our care home and have since seen a large increase in the number of visitors to our website, which is very good. However, the number of calls/email inquiries coming through seems proportionally low and we're not sure why. Do you have any ideas? So this is always the thing, right? You're investing money to send traffic to your website, but you're not getting the right type of conversion that you would expect. So there's usually, this is a big subject, but I'm going to boil it down to three things. The first thing is people are coming to your site and for whatever reason, they're not engaging, they're not buying into your business. It could be because they don't like the website, it could be because they've come on the site and they've seen they've got a really low CQC rating. It could be the imagery, but they're just not buying in. The second thing is, you mentioned that they're getting a lot of traffic that's not converting. It could actually be the traffic. Is there an issue there? Is it relevant? Is the campaign bringing through people that aren't actually, was it a care home or a home care business? It's a care home. A care home. It could be people who are looking for a different service. So that's something that they want to talk to their company about who's helping them with that on that front. And then the final thing is, what if they can't actually find what they're looking for? Because they may be, one of the things we usually recommend is that businesses, if you're running paid ads, Google PPC, Bing PPC, set up landing pages or turn your service pages into landing pages. So just on that, in case anyone doesn't know, Toby, what is a landing page? Good question. So in the simplest sense, a landing page is a page that people land on once they've clicked on an ad. So if someone does a search care home in Oxfordshire, they see a Google ad, for example, they click on that ad, that's the page that they land on. So we usually say, make sure that page is as high-converting as possible and puts all the relevant information in front of that user. So they don't have to navigate away and they can take action there and then. Brian, okay, so quite high level, but we've got to keep these quick. So if there's anything you want to ask on any of the subjects, just leave us a comment and we can put it in another tier with Toby. Thanks very much, Toby. Thanks, Toby. Cheers. Thank you, everyone. Bye.