Where website leads get lost, in order

Not indexed, seen in the page indexing report, fixed by the exclusion reason it names. Indexed with no impressions, seen in the performance report: the page answers nothing searched for. Impressions with no clicks, same report: a title and description problem. Clicks with no contact: the page itself. Contact not recorded: call tracking, which is instrumentation.

Work it top-down and the work shrinks. Briefs for more leads ask for step four. Check one and two first; they are cheaper and nobody sells them.

Step five is the one that masquerades as step four: a phone number rendered as text and dialed from a phone produces a call with no record, so no leads and no recorded leads look identical and have opposite fixes.

The order inside the page is fixed too: responsiveness first, against Google's published INP threshold of 200 milliseconds; then whether the offer is legible on a phone; then whether the phone number is a link; then the field count on the form.

What more leads is not: more traffic, by default. Doubling impressions on pages that convert nobody doubles nothing. And it is not a redesign — a redesign changes steps three and four and cannot touch one, two or five.