Harbourline-style enquiry-journey checklist
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RankNexus Insights companion file
Matches /insights/why-traffic-isnt-turning-into-leads
No email required. Harbourline notes are fictional.

How to use
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Review one priority URL. Fill "Your note" for each checkpoint.
Do not treat this checklist as proof of a conversion lift.

Checkpoint | What "good" looks like | Harbourline note (fictional) | Your note
-----------|------------------------|------------------------------|----------
Audience match | Promise matches who you can serve | "Nationwide" overclaim |
Offer clarity | Service, constraints and next step visible early | CTA only said Contact us |
Proof | Believable evidence near the ask | No area list above the fold |
Form order | Fit fields before vanity fields | Budget before postcode |
Mobile completion | Fields usable with one hand; errors clear | Autoplay behind form |
Test enquiry | A test sent from a phone arrives, is confirmed and is counted once | Not reviewed in this example |
Calls and WhatsApp | Every contact route is counted as its own key event | Not reviewed in this example |
Measurement | Thank-you / CRM stage defined | Submit ≠ sales-accepted |
Traffic quality | Queries/ads match the offer | DIY kit terms in fictional account |
Reply time | The thank-you screen says when you'll reply, and someone does | Not reviewed in this example |

The five checks, in the order a visitor travels
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1. Search Console: are the right people arriving? (Performance report for Search results, filtered to the page, Queries)
2. Google Analytics 4: which pages get visits but no enquiries? (Reports > Engagement > Landing page, plus Session source / medium)
3. A test enquiry: does it arrive? (Sent from a phone; check the inbox and GA4's Realtime report)
4. Calls and WhatsApp: is every contact route counted? (Outbound clicks as key events; Google Ads call tracking for ad visitors)
5. Your inbox or CRM: were the leads any good? (Accepted and rejected enquiries, by source)

Quantity vs quality reminders
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- Define "useful enquiry" with sales (geography, job type, timeline, disqualifiers).
- Report accepted vs rejected leads separately when possible.
- Avoid optimizing only for form submits if sales already rejects most of them.
- When volume is low, treat week-to-week swings as noise.

Review
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Companion to the article published 10 October 2026, reviewed by M. Nouman.
Last updated 19 October 2026, when the article was rewritten around five checks.