A website enquiry audit checks the journey from a visit to a received request and then to a follow-up. It helps a beginner explain where evidence is missing instead of treating every button click as a lead.
This practical exercise uses fictional numbers. It is a learning project, not a report of ScholarLogic campaign results.
Start with one business question
Use this question: can a person who is interested in a course reach the right form, submit it successfully and receive a response? Map every route, including the contact page, a popup, a course page, a phone button and WhatsApp. A report for one landing page does not describe visitors who use another route.
Keep five stages separate
- Visit: someone reaches a relevant page.
- Intent: they click a contact button or start a form.
- Received enquiry: the website stores a successful request or the business receives a message.
- Qualified enquiry: the team confirms that the request is genuine and relevant.
- Outcome: a counselling conversation, a booked session or another recorded result.
One person may revisit, click twice and send a message later. Adding all these interactions together creates an inflated lead count. Decide how to identify repeat enquiries within the authorised business system before reporting unique people.
A worked example
Suppose a fictional course campaign records 200 landing-page sessions, 30 form starts and 8 form submissions. The business records six received requests: one is a labelled test, one is spam and four are genuine enquiries. Three of the genuine enquiries receive a follow-up and two arrange a counselling call.
Report the numbers as separate stages. Investigate the difference between eight recorded submissions and six received requests. Do not invent two missing customers or assume the form lost them: repeat attempts, different measurement scope or delivery problems are possibilities to check.
If the 200 sessions and four genuine enquiries cover the same campaign, time window and agreed attribution rules, the enquiry-per-session ratio is 4 ÷ 200 = 2%. It is not a visitor-to-customer rate. Two counselling calls are also not two paid enrolments.
Build a small evidence sheet
Use columns for date, source, landing page, enquiry route, internal reference, test flag, received status, follow-up status and outcome. Keep personal contact details in the access-controlled lead system. A public portfolio should contain only invented or properly anonymised records.
Write down the reporting timezone and date range. Keep the source that the visitor selected separate from a measured campaign source: “friend or referral” and a tagged social link are different kinds of evidence.
Understand analytics events
Google documents form_start as the first interaction with a form in a session and form_submit as a form submission. These events help describe interaction, but your business still needs to reconcile them with received, genuine requests. See Google’s enhanced measurement documentation.
A phone-link click does not tell you whether the call connected. A WhatsApp-link click does not prove that a message was sent. Use the channel’s actual business records to establish those outcomes. Avoid sending names, phone numbers or email addresses as analytics event parameters.
Test deliberately and label the test
With permission from the website owner, use a controlled business test contact. Check the required fields, validation message, successful submission state, stored record and notification inbox. Label the record clearly so the team does not call it as a real prospect. Do not repeatedly submit test records merely to increase a conversion count.
Choose a correction from evidence
If visitors cannot find the enquiry route, improve the relevant page’s call to action. If a field prevents submission, fix that field. If a request is received but not followed up, assign responsibility in the business process. If analytics misses a successful request, investigate measurement separately. These are different problems and require different fixes.
Questions beginners often ask
Is a form start a lead?
No. It shows interaction with a form. Confirm that a genuine request was received before counting it as an enquiry.
Can I call a contact click a conversion?
You can define a click as a measured action, but label it clearly as a click. Do not present it as a completed call, message or enrolment.
What should my portfolio demonstrate?
Show the journey map, fictional evidence sheet, calculation, one discrepancy investigation and a justified improvement. State what your evidence cannot establish.
Connect this exercise to your learning
This project brings together measurement, communication and website usability. Explore ScholarLogic’s Digital Marketing course or Data Analytics course. For current syllabus, fees and demo availability, contact the counselling team. Availability and terms are confirmed by the team.
Prepared with AI assistance. All example figures are fictional.
