Find out exactlywhere your websiteloses enquiries.

We watch how real visitors use your site, find exactly where they get stuck, and tell you what to fix, in priority order.

Book a Friction AuditSee real results
We watchReal visits on your key journeys
We reportEvery finding, ranked by impact and effort
You decideFix it yourself, or we fix it and measure it
An example visitor journey from an ad click to an enquiry, with two sticking points marked: a pop-up on the landing page and a required field on the enquiry form. Of every 100 visitors who click the ad, 94 reach the page, 40 open the form, 31 reach the required field and 4 send an enquiry.

Trusted by established firms, including

Mayfair GalleryThe Travelwrap CompanyScientific UpdateOptimaP3MORank PrizeBabyBreaksDynamo Energy HubHoneysuckle InteriorsGraded ExamsProvide EdMosenMoJetHunters Law

The problem

Traffic arrives. Enquiries don’t.

You can see the visits. You can’t see what happened next, or what stopped people getting in touch.

  1. People visit, look around, then leave.

    The traffic is there. The enquiries aren’t. And nothing on your site tells you why.

  2. The numbers say what, not why.

    Analytics shows a page where people leave. It can’t show the pop-up in the way, or the box people give up on.

  3. Ad spend leaks away.

    You pay for every click. If the first screen doesn’t show what the ad promised, that click was wasted.

Sound familiar? We’ll show you exactly where your site loses people, and what to fix first.

Book a Friction AuditSee real results

What you get

A findings report you can act on.

Not a pile of charts. Our team work out what gets in your visitors’ way, and what to do about each one.

  1. Where it happens. The page and the moment, on phone or desktop.
  2. What real visitors do there. What we saw people actually do, not what we guess they do.
  3. Why it costs you. How it gets in the way of an enquiry, a booking or a sale.
  4. The fix. What to change, in plain words your team or ours can act on.

What’s in the audit

  • A findings report, ranked by likely impact against effort, so you know what to do first.
  • Your key journeys covered, from the first click to the enquiry or sale.
  • A walkthrough call to go through every finding together.
  • The option to have us fix it. On our monthly fully managed service, we make the fixes and measure the result.

Journeys we watch

  • Landing pagesBy traffic source, including paid ads
  • FormsEnquiry, contact and quote forms
  • Booking and checkoutThe last steps before someone commits
  • MobilePhone visitors, looked at on their own

Alex has been easy to deal with throughout. He’s happy to answer questions, explains things clearly and has been really helpful whenever we’ve needed anything.

ClaireScientific Update

Findings, fixes, proof it worked. Continue onto our monthly service and we make the fixes, then measure the result.

Book a Friction AuditSee real results

Proven results

We fix it, then measure it. Here’s what moved.

Results from recent fixes on client sites, measured before and after.

  • Cashmere ecommerce brand

    +68%Checkouts that ended in an order

  • Glass partitioning firm

    +29%Request access form: fewer errors, more requests sent

  • Events company

    +61%Visitors who open the slides or recording form and send it

What’s in the way on your site? Every finding comes with where, what, why and the fix.

Book a Friction AuditSee how it works

How it works

We watch. We report. You decide.

Three steps. You stay in control of what happens next.

  1. Step 01

    We watch

    We look at how real visitors move through your key journeys. Where they arrive, where they slow down, and where they give up.

    We look at
    • Landing pages by traffic source, including paid ads
    • Forms, booking and checkout
    • Phone and desktop, separately

  2. Step 02

    We report

    We write up what we found. Each finding shows where it happens, what visitors do there, why it costs you, and the fix.

    You get
    • A findings report, ranked by likely impact against effort
    • A walkthrough call to go through it together

  3. Step 03

    You decide

    Hand the list to your own team. Or continue onto our monthly fully managed service, and we make the fixes and measure the result.

    Your options
    • Do it yourself: the report is yours to keep
    • Or we do it: findings, fixes, proof it worked

One audit. One ranked list. Then you decide what happens next.

Book a Friction AuditHear from a client

It’s great being able to send over a few changes and know they’ll be taken care of. Keeping the website up to date has become much easier for us.

ChrisSupra Ultra

Find what’s in the way on your site.

Book a Friction AuditSee how it works

After the audit

From one audit to ongoing results.

The audit shows you what to fix. These keep your site improving after it.

Intelligent Analytics

The ongoing version of the audit.

We keep watching how visitors use your site, and tell you what to fix as things change.

Explore Intelligent Analytics

Hosting & care

The fully managed foundation.

Security, backups, updates and changes, looked after every month.

Explore hosting & care

Conversion rate optimisation

Turn good traffic into good leads.

A focused project to fix the biggest problems and show what changed.

Explore the project

Not sure where to start? Start with the audit. It tells you what’s worth doing first.

Book a Friction Audit

FAQ

Not sure yet? Fair enough.

Straight answers to the questions we hear most. Can’t see yours? Ask us on a call.

Ask us on a callOr email hello@coullweb.com

Usually read-only access to your analytics, and a small tracking snippet on your site so we can see how visitors move through it. We’ll tell you exactly what we need before we start.

No. We look at how visitors use your site, not the code behind it. It works whoever built your site and whatever it runs on.

That’s fine. The report is yours to keep, and you can hand it to your own team or developer.

The Friction Audit is one-off: one close look, one ranked report, one walkthrough call. Intelligent Analytics is the ongoing version. We keep watching and tell you what to fix as things change.

Yes, if you continue onto our monthly fully managed service. We make the fixes, then measure the result. Findings, fixes, proof it worked.

Established firms whose website already brings in visitors, like law firms, galleries, B2B manufacturers and premium retailers. It’s especially useful if you pay for ads and want to know where that traffic goes.

A short call to agree which journeys matter most, the access above, and time for the walkthrough call at the end. We do the rest.

Start here

Find out where your siteloses enquiries.

Book a Friction Audit

Or email hello@coullweb.com

  1. Tell us about your site

    A short form. It takes a couple of minutes.

  2. We agree what to watch

    A short call to pick the journeys that matter most to your business.

  3. You get your findings

    A ranked report and a walkthrough call. Then you decide what happens next.