Conversion work makes the visitors you already have more likely to contact you or buy. It is usually the fastest growth lever for an Ontario business that already spends on ads or ranks for some searches, because every improvement applies to traffic you are paying for anyway. Ali founded Conv.ca, a conversion-rate optimisation agency, and that method is the basis of this service.
Who this is for
It suits businesses with steady traffic and disappointing enquiries. A rough threshold: a few hundred visits a month or more. Below that, there isn't enough data to see what changes help, and local search work to raise traffic comes first.
Typical clients include service firms whose quote requests have slowed, retailers whose online orders stall at checkout, and clinics whose phones are quieter than their visitor counts suggest.
What's included
An audit, a short list of fixes in priority order, and help putting them live.
- Measurement check. We confirm that calls, messages, quote requests and orders are tracked correctly. A surprising number of Ontario SMB sites count page views but not phone calls.
- Phone-first review. Most local visitors arrive on a phone. We go through your key pages on a phone, slowly, the way a stranger would.
- Message and proof. Does the first screen say what you do, where, and why someone should pick you? Is there real proof nearby, such as reviews, photos of your own work or licence details where relevant?
- Friction. Hidden phone numbers, slow pages, pop-ups, unclear prices, long quote steps. Each one costs enquiries.
- Rewrites and tests. We rewrite the highest-traffic pages and, where traffic allows, compare old and new versions.
A worked example you can check
Small rate changes matter because they multiply everything above them. Take an Ottawa renovation firm with these monthly figures:
| Metric | Before | After |
|---|---|---|
| Visits | 2,400 | 2,400 |
| Enquiry rate | 1.2% | 2.4% |
| Enquiries | 29 | 58 |
| Booked consultations (40%) | 12 | 23 |
| Jobs won (35%) | 4 | 8 |
At $18,000 per average job, four extra jobs is about $72,000 a month in new work from the same visitors. Even if the real lift is half that, the payback on a conversion project is usually counted in weeks.
Timeline
Four to eight weeks for the audit and first fixes, then ongoing testing if you want it.
- Weeks 1–2: measurement check and audit.
- Weeks 3–5: rewrites and fixes for the top five to eight pages.
- Weeks 6–8: go live, then compare four weeks of data against the previous period.
- After that: monthly test-and-adjust cycles as part of monthly advisory, if useful.
How results are measured
We compare enquiry rate and enquiry volume before and after, adjusted for season. Ontario businesses have strong seasonal swings, so comparing October with July can mislead. Where possible, we compare against the same period last year or run old and new versions side by side.
You also see which pages improved, which didn't, and what we would try next.
Mistakes to avoid
The usual mistakes are redesigning too much and measuring too little.
- Rebuilding before diagnosing. A new design with the same unclear message converts the same way.
- Copying a competitor. Their site may not be converting either.
- Hiding the phone number. For local services in Ontario, many buyers still prefer to call. Put it at the top on phones.
- Vague prices. You don't need a full price list, but "from $X" or a typical range helps buyers qualify themselves. Make sure any advertised price includes mandatory fees; the federal Competition Bureau treats leaving them out as drip pricing.
- Claims you can't back up. "Fastest" or "greenest" invites trouble. Our marketing rules guide explains why.
Next steps
Open your own site on your phone and try to contact yourself in under 30 seconds. If you can't, you've found the first fix. When you want the full audit, see pricing for project ranges, or go to the contact page.
Frequently asked questions
Do we need a new website?
Often not. Many Ontario SMB sites need five or six pages rewritten and a clearer next step, not a rebuild. We recommend a rebuild only when the platform itself blocks you, for example when it can't be edited or loads very slowly on phones.
What conversion rate should we expect?
It depends on the business, the traffic source and what counts as a conversion. Rather than chase a benchmark, we measure your current rate and set a target relative to it, then track the change month by month.
Who owns the website and accounts?
You do. Domains, hosting, analytics and ad accounts should be in your company's name, with us added as users. If an earlier provider holds them, we help you request transfer.
Will you need access to our analytics?
Yes, read access to analytics and, ideally, call tracking. If you don't have either set up, installing basic measurement is the first task, since we can't improve what we can't see.
Sources
- Competition Bureau Canada: Drip pricing (2026-10-22)