Location Page Audit
Conversion Rate Optimization assessment for your Newtown, CT location page.
Your page structure and technical implementation are solid, but there's room for optimization.
Significant room for improvement in turning visitors into customers. Five critical conversion barriers identified.
Critical Conversion Issues
Issue:
Your hero section lacks a prominent, action-driving CTA button. Visitors arriving on your page don't immediately see a clear path to engage with you. There is a "Call Us" button but it's not super prominent, and we recommend adding something that isn't so "high intent" so as to catch interest from users who may not be at the "I'm ready to call" stage.
Recommendation:
Adding a high-contrast CTA like "Get a Free Quote" or "Schedule a Consultation" could increase engagement and click-through rates and capture leads.
Issue:
Your page contains no testimonials, client reviews, or project transformation stories. For high-consideration services like commercial construction, prospects need credibility signals before they'll contact you.
Recommendation:
This missing element could be suppressing conversion rates.
Issue:
The page suffers from large blocks of text that reduce scannability and user engagement. The amount of content on this page is actually really good (high-quality, optimized content is a must). However, mobile visitors especially will bounce when faced with difficult-to-read content.
Recommendation:
Breaking up text with bullet points, subheadings, and dropdown text boxes can significantly lower bounce rates and improve engagement.
Issue:
Your headline and supporting subheadline lack clarity, emotional appeal, and clear "head term"/primary keyword optimization. They don't immediately communicate your unique differentiators or speak to the specific pain points of your IMPACT Customer.
Recommendation:
Benefit-driven headlines that focus on client outcomes typically improve retention and conversion rates.
Issue:
Small clickable areas and dense text blocks create friction for mobile users. This is a critical issue since mobile traffic often represents 50-60% of local search visitors.
Recommendation:
Optimizing spacing, font sizes, and CTA button sizes for mobile could improve mobile conversion rates.
Quick Wins for Immediate Impact
Based on our ProfitPaths® methodology, we recommend prioritizing improvements that align with your IMPACT Offering and IMPACT Customer:
- Add a bright, contrasting CTA button in the hero section linking to your contact form or consultation scheduler
- Insert a testimonial carousel or client quotes section featuring 3-5 testimonials with photos, names, and project details
- Use bullet points to highlight key benefits near the top of the page (e.g., "30+ Years Serving CT Businesses," "Design-Build Expertise," "On-Time, On-Budget Guarantee")
- Ensure CTA buttons have consistent, contrasting colors and are large enough for easy mobile interaction
Implementing these CRO improvements could realistically increase your location page conversion rate, translating directly into more qualified leads from the traffic you're already generating. When combined with improved local visibility for your high-value commercial construction keywords, these optimizations create a powerful one-two punch: more targeted traffic + higher conversion rates = significant revenue growth.
Important Fix:
At the time of this report, the "contact us to learn more" button on the Newton, CT location was not working. This is important to look at. Upon inspecting the page, we didn't see a link associated with it. So this will be important to check out to make sure this is functioning correctly.
FAQ Section Optimization
I also want to call attention to the FAQs on the page. Especially in the age of AI with a focus on GEO (generative engine optimization — which is focused on boosting your visibility in platforms like ChatGPT and Perplexity) — an optimized FAQs section is great.
However, we've found a better way to structure these to help them rank more prominently in the AI Overview section of Google — which is to follow this format:
Optimal Format:
Question (H3 or H2 format) → Answer (3-5 sentences in bold)
Complete Your Audit Review
Review the technical SEO findings to complete the audit.