Recovery
The new website launched, and leads went down, not up.
Traffic can hold steady or even improve while conversions fall, because a rebuild moved something that used to work. We compare the old converting pages against their new equivalents to find exactly what changed.
- We compare old pages against new, side by side
- Tracking tested, not assumed to still work
- Free proposal within one business day
How we work the problem
The four things we check, in order.
Evidence we pull first
The launch date lined up against the conversion rate chart, a firsthand test that the new site's contact form still fires a tracked conversion event, and the five pages that converted best on the old site next to their new versions.
Triage order
Conversion tracking first, since leads can look lost when they are only unmeasured on the new build. The top converting pages second, checked for missing content or a buried call to action. Page speed and mobile layout last.
What usually fixes it
Restoring a broken conversion tag, moving a phone number or contact form back above the fold where the old design had it, or shortening a form that grew longer during the rebuild without anyone deciding that on purpose.
What we cannot promise
Some of the drop can be a genuine adjustment period while new pages earn the trust and rankings the old ones built over years, and that part is not a quick fix, no matter how clean the new build is.
The decision tree we run through
If traffic held steady or grew but conversions fell
We check conversion tracking on the new site first, by submitting the actual form ourselves and confirming the event fires in analytics, since a silent tracking break makes a working site look broken.
If tracking checks out and leads are genuinely down
We compare the specific pages that used to convert well against their new versions, looking for content that got shortened, a call to action that moved lower on the page, or a phone number that is no longer visible without scrolling.
If the new site feels slower or harder to use on a phone
We measure page speed and mobile layout against the old site's numbers, since a heavier new template can raise bounce rate even when every page technically still works.
If a contact form got longer or added new required fields
We check whether that happened deliberately or crept in during the rebuild, since a longer form is one of the most common, and most fixable, causes of a conversion drop after a redesign.
How the engagement runs
01
Test tracking
We submit the new site's contact form and check every conversion path ourselves to confirm the events firing in analytics match what actually happens on the page.
02
Compare old and new
We line up the top converting pages from the old site against their new equivalents to find missing content, a buried call to action, or a longer form.
03
Fix and monitor
We restore or rebuild what changed, then track the conversion rate over the following weeks and tell you honestly what moved and what is likely just settling in.
New website lost leads FAQ
Traffic and leads are separate outcomes. A rebuild can improve speed or design in ways that help traffic while accidentally burying a phone number, lengthening a form, or moving a call to action further down the page, which lowers the share of visitors who actually convert.
Yes, and it is worth checking first. Submit your own contact form on the new site and confirm the conversion shows up in analytics. A rebuild can leave an old tracking tag in place pointing at a form that no longer exists, which makes real leads look invisible.
Some adjustment is normal as new pages earn back the trust and rankings the old ones built over time, and that part settles gradually rather than instantly. What should not be normal is a sharp, sustained drop with no recovery, which usually points to something specific worth fixing rather than waiting out.
A phone number or contact form that used to sit in the header or above the fold, now buried lower on the page, or a short one-field form that grew to several required fields during the rebuild. Both are easy to miss visually and easy to fix once found.
Usually not, since a rollback creates its own tracking and content problems and rarely solves anything faster than fixing the specific issue on the new site. The exceptions are a launch that broke something critical like checkout or lead capture entirely, where a temporary rollback buys time to fix it properly.
Get the drop diagnosed before more traffic goes to waste.
Send us the old site and the new one. We will compare the pages that used to convert against what replaced them and tell you honestly what changed, in a free proposal within one business day.