Leads vs. Impressions
A page can get views and still fail if the conversion path is broken. Here’s how to measure what matters for local service businesses.
Last Updated: January 1, 2026
Quick takeaway
If you want more calls, focus on intent-satisfying pages (service + city + proof), fast mobile performance, and a fully optimized Google Business Profile—then connect it all with clean internal linking and schema.
Why impressions can lie
Impressions can increase when you start showing up for broader queries—but that doesn’t guarantee the searcher is ready to buy.
- Separate informational queries (“what is…”) from high-intent queries (“near me”, “cost”, “repair”, “install”).
- Watch what happens after the click: calls, form submissions, direction requests.
The 3 metrics that predict revenue
If you only track three things, track these:
- Qualified leads per week (calls + forms that match your service).
- Conversion rate by page type (service pages usually outperform blog posts).
- Close rate by source (GBP vs organic vs paid).
Fix the conversion path in 30 minutes
Quick wins that usually move the needle immediately:
- Add a sticky call button on mobile.
- Put your phone number, service area, and primary service above the fold.
- Use a short form (name, phone, project description) and confirm success state.
- Show proof near the CTA (review count, before/after, mini case study).
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