Start with the diagnosis, not the redesign
A windscreen site that gets visits and no enquiries is almost never suffering from bad design. It is suffering from a driver who could not get an answer fast enough and rang somebody else. Work through these in order. The first three fix most of it.
1. The form asks for a message instead of a photograph
A driver cannot describe damage in words. They do not know whether a crack is repairable, they do not know the glass spec, and they will not type a paragraph on a phone with a cracked windscreen in front of them.
The fix: replace the contact form with a quote form. Registration, two photographs, a coin or a fingertip for scale, whether they intend to claim, and their postcode. Six fields, photo upload first. Every field you remove after that raises completions.
Photo upload has to survive a modern phone camera. If a 6MB image fails silently, you lose the enquiry and never know.
2. The insurance question is unanswered
Most drivers do not know whether to claim. They half remember that glass claims do not affect no-claims, they do not know their excess, and they suspect that going through the insurer means using whoever the insurer nominates.
Until that is settled they will not commit to a quote from anybody. If your site does not settle it, the site that does gets the job.
The fix: an insurance page that says which insurers you work with, whether you bill them direct, roughly how excesses run, that the driver can usually choose their own fitter, and what you need from them to start a claim. Link it from beside the quote button, not from the footer.
3. The page takes four seconds on mobile data
The customer is standing next to the car, often on a poor signal, often in a car park. Every second before the form appears loses a share of them.
The fix: compress the hero image, stop loading the booking tool's script until the button is tapped, drop the chat widget, and cut any slider. Under two seconds on a phone is the target, and it is achievable on a site this simple.
4. Nothing states a price
Auto glass has one job with a genuinely standard price: the chip repair. Sites that state it convert better on everything else too, because a stated price signals that you are not going to invent a number when you see the car.
The fix: state the chip repair price. Say clearly that replacements are quoted from the registration and the photograph, and why.
5. ADAS is not mentioned
A driver with a car built in the last decade has heard that the windscreen has cameras in it and that this makes it complicated and expensive. If your site is silent, they assume you are the fitter who will get it wrong.
The fix: an ADAS recalibration page in plain words. What it is, why it matters, whether you do it in-house, and whether it is included in the price you quote.
6. Only one town exists on the site
If you cover eight towns and the site names one, the searches in the other seven go to somebody else.
The fix: a real page for each significant area you serve, with the response time and any travel condition stated. Not doorway pages with the town swapped: a genuine page each, or fewer of them.
7. Mobile and in-shop are muddled
A driver who needs somebody to come to a workplace car park and a driver who is happy to drop the car off need different next steps. One page trying to serve both serves neither.
The fix: split them. Mobile with its coverage and conditions, in-shop with the address, the wait facilities and the parking.
8. You cannot tell which page produced the enquiry
Without that, every fix above is guesswork.
The fix: track quote-form submissions and calls as conversions, tagged with the landing page. A fortnight of that data changes what you fix next.
The order to work in
Form first. Insurance page second. Speed third. Those three usually double enquiries on a site that already has traffic. Prices, ADAS, area pages and the mobile split are the next tier. The redesign you were considering is somewhere below all of it.
Where this sits
Our auto glass websites are built with the quote form, insurance page, ADAS page and area pages in place from the start, at a fixed price. The wider version of this diagnosis is on the automotive page. If you only do one thing this week, put photo upload on the form.