Your website is live. What should you measure in the first 30 days?

Launching a website gives your business a new place to explain what you do and help people take the next step. The next question is simple: is it helping the right people enquire?

The first 30 days are a useful time to establish a baseline. You do not need a dashboard full of numbers. Start with a few measures you can trust, and use them to choose one practical improvement.

Start by deciding what counts as a useful enquiry

For a service business, that might be a quote request, a consultation booking or a phone conversation with someone in your service area. Write down what qualifies before you start counting.

Keep three things separate: someone clicking a contact button, someone successfully contacting you, and an enquiry that is a good fit. A phone-link click does not prove a call connected. A form-button click does not prove a message reached your inbox.

Check the full journey yourself on a phone and a computer. Submit a clearly labelled test enquiry, confirm it arrives, and exclude it from your business totals.

1 Where are your visits coming from

Look at recorded visits from search, social media, referrals and other sources. In Google Analytics, the Traffic acquisition report helps you compare where sessions come from. A session is a visit, not necessarily a different person each time.

Ask whether the traffic fits your business. A local provider needs relevant visitors, not just a larger total. Look at the pages people arrive on and whether those pages match the service you are promoting.

Keep a note of launch announcements, campaigns and other changes. A burst of visits after sharing your new site is useful context, but it is not enough on its own to establish a lasting trend.

2 How many genuine enquiries are you receiving

Count successful form submissions, confirmed bookings and actual calls where you can verify them. Avoid counting the same person twice because they filled in a form and then phoned.

Record the source when you can establish it. If you cannot, mark it as unknown rather than guessing. Your website reports and your inbox or CRM serve different purposes, so reconcile them before treating either as a complete picture.

For a simple weekly record, write down:

• The dates covered.
• Recorded website sessions.
• Unique genuine enquiries.
• Enquiries that fit your services and location.
• Bookings or sales confirmed so far.
• Missing tracking or other limitations.

Do not enter zero when a measure was not collected. “Not tracked yet” tells you something different from “tracked, with no activity”.

3 Are those enquiries a good fit

A growing inbox is only useful if the enquiries are relevant. Note whether people want the services you offer, are in the areas you serve and understand the next step.

Track outcomes separately. An enquiry is not a booking, and a booking is not necessarily a completed sale. Some customers take longer than 30 days to decide, so keep unresolved enquiries open rather than calling them lost.

If you are receiving the wrong kinds of requests, review the wording on the relevant service page. Clearer information about who you help may be more useful than trying to attract more visits.

4 What is Google showing you

Google Search Console can show search impressions, clicks, queries and pages. These help you see how your site is appearing in Google Search.

Use this alongside your website and enquiry records. Search impressions are not website visits, and visits are not sales. Search Console and Analytics also measure different parts of the journey, so their totals are not expected to match exactly.

Treat the first month as an early baseline, particularly for a new site. Avoid promising a ranking or deciding the whole project has succeeded or failed from one short reporting period. For more context, read our guide to how long SEO takes for a small business website.

A simple first month routine

Week 1: Confirm that enquiry forms, contact links and measurement tools work. Record what is and is not being measured.

Week 2: Review traffic sources and the pages attracting relevant visitors. Check genuine enquiries against your inbox or CRM.

Week 3: Look for a specific problem supported by the evidence. For example, repeated enquiries about a service you do not offer may point to unclear wording.

Week 4: Review the month, choose one improvement and record the date you make it. Compare future periods using the same definitions, while allowing for changes in campaigns, traffic volume and seasonality.

If the numbers are small, keep collecting evidence. A percentage based on a handful of visits can change dramatically after one extra enquiry.

Make your next decision a useful one

The aim is to understand which parts of your website support real customer conversations and which need attention. Reliable measurement gives you a better starting point for that decision.

Need help connecting your website, enquiries and follow-up? Talk to Brandplus Solutions about the next step for your business.