Website Analytics & Optimization
A website can look polished and still lose visitors at the booking button, rank poorly for the searches that matter, or report numbers nobody trusts. Website Analytics & Optimization connects measurement, on-site improvements, and search visibility, so every change to the site is based on how visitors find it and what they do once they arrive.
Analytics & Tracking sets up the measurement every other decision depends on. We configure GA4 and Google Tag Manager to record the actions that matter to the business, such as form submissions, phone number clicks, booking button clicks, and purchases. The most important of those become key events, which can be reported on and imported into ad platforms. For businesses that take bookings through a third-party reservation engine, cross-domain tracking keeps the original source of each visit attached to the booking it produced. Before any data is used for decisions, the setup is tested end to end and checked against the business's own booking or sales records.
Conversion Rate Optimization (CRO) & Reporting uses that data to find where visitors drop off and fix what is causing it. A page with strong traffic and few bookings, a form abandoned halfway through, or a mobile layout that buries the phone number all show up clearly once tracking is in place. We recommend and test changes to page layout, copy, forms, and calls to action, then measure whether they moved the numbers. Each month, a plain-language report explains what changed, why it changed, and what comes next. For businesses with repeat customers, like inns and restaurants with regulars, CRM and email programs can be added to bring past guests back.
SEO, GEO & AEO cover how a business gets found, whether someone searches on Google, checks a map app, or asks an AI assistant for a recommendation. Search engine optimization (SEO) is the foundation, built on technical fixes, on-page content, and site structure that help search engines understand and rank the site. For most local businesses, listings carry as much weight as the website itself, so we keep Google Business Profile, Bing Places, and Apple Business Connect accurate and complete. Generative engine optimization (GEO) and answer engine optimization (AEO) extend the same work to AI assistants like ChatGPT, Gemini, and Perplexity, which draw on listings, reviews, and clear website content when deciding which businesses to recommend.
Deliverables âž”
Analytics & Tracking
• GA4 and Google Tag Manager setup or audit
• Event and key event tracking for forms, calls, bookings, and purchases
• Cross-domain tracking for booking engines and checkout platforms
• Conversion imports to Google Ads and Meta
• Filters for internal traffic and spam referrals
CRO & Reporting
• Drop-off analysis by page, device, and traffic source
• Page, form, and call-to-action recommendations with before-and-after measurement
• Monthly Looker Studio reporting with a written summary
• Optional CRM and email retention setup for repeat-visit businesses
SEO, GEO & AEO
• Technical audits covering crawlability, site speed, broken links, and duplicate pages
• On-page content and structured data
• Google Business Profile, Bing Places, and Apple Business Connect management
• AI crawler access checks, AI referral tracking in GA4, and testing of AI results & recommendations
Measurement shows what is happening on the site, optimization improves it, and search visibility determines how many of the right people arrive. Most engagements start with a tracking and technical audit that sets the baseline every later change is measured against. Get in touch to start with an audit, and we'll walk through the findings and prioritize which fixes matter most.
