Google Analytics shows people visiting your website every day, and the site looks fine. But WhatsApp stays quiet, the phone rarely rings, and nobody can tell you why.
If your website is not getting enquiries (in marketing terms, it is not converting), run these 25 checks yourself with a phone and your analytics login. Every rule and figure links to its source, checked on 28 October 2026, and the checks apply in Dubai, Abu Dhabi and Sharjah alike.
Why does a website get visitors but no enquiries?
Because something between the visit and the message is failing, and this audit checks the six places where that happens: the visitors are the wrong people or their enquiries are not being counted, the first screen does not say what you sell, the WhatsApp, call or form route is hidden or broken, the site is hard to use on a phone, there is too little proof that you are a real licensed business, or Google sends people to the wrong page. The tables below test each one.
Test everything on a phone first. In September 2026, 60.04% of page views from the UAE in StatCounter's data came from mobile devices, 38.91% from desktops and 1.05% from tablets. StatCounter counts page views on the sites that use its tracker, not all UAE traffic.
And expect enquiries to start on WhatsApp. In a YouGov poll of 1,000 people in the UAE, commissioned by Zbooni and reported in February 2024, 85% said they would prefer to use WhatsApp to interact with companies, and 65% had used it for a product or service enquiry in the past year, against 55% for call centres and 48% for email (Communicate Online).
How does your website score? The 25-point enquiry audit
Score each check 2 if it fully passes, 1 if it partly passes and 0 if it fails, for a total out of 50. Run the tests on your own phone over mobile data, as a customer would. Six checks are marked Fix first because failing one either blocks enquiries or hides them from you.
You are welcome to copy or adapt this checklist; please link back to this page if you publish it.
A. Visitors and tracking
| No. | Check | How to test it | 2 points when |
|---|---|---|---|
| 1 | You own the analytics | Log in to Google Analytics 4 with your own email | You have Administrator access, not only the agency |
| 2 | Visitors are in your market | In GA4, view users by country and city for the last 90 days | Most visitors are in the emirates you serve |
| 3 | Search brings the right people | Read the Queries tab in Search Console's Performance report | Most clicks come from searches for what you sell or your name |
| 4 | Fix first: enquiries are counted | Tap your WhatsApp button and phone number, send your form, then check GA4 | Each shows up as its own key event |
B. The first screen on a phone
| No. | Check | How to test it | 2 points when |
|---|---|---|---|
| 5 | Fix first: the offer is clear | Show someone your first screen for five seconds, then ask what you sell and where | They can name the service and the area |
| 6 | One main action | Count the buttons on the first screen | One main button (WhatsApp, call or book) stands out |
| 7 | Price guidance | Look for prices, starting prices or what the price depends on | A visitor can judge whether you fit their budget before messaging |
| 8 | One page per service | Check that each main service has its own page | Ads and Google can land people on exactly what they searched for |
C. Routes to you
| No. | Check | How to test it | 2 points when |
|---|---|---|---|
| 9 | Fix first: WhatsApp on every page | Open five pages on your phone and tap the WhatsApp button on each | It is easy to find and opens a chat with the right number |
| 10 | A pre-filled message | Read what appears in the chat box after tapping | It names the service or page, so you know where the chat came from |
| 11 | Fix first: tap to call | Tap the phone number | It dials, the number is in +971 format, and someone answers in business hours |
| 12 | Fix first: forms deliver | Send the form from a Gmail address, then check the inbox and the spam folder | It arrives in an inbox someone reads, not in spam |
| 13 | A next step after sending | Submit the form and read the confirmation | It says who will reply, how, and roughly when |
| 14 | Fix first: someone replies | Message your own WhatsApp outside working hours | An away message sets expectations and a person follows up next working day |
D. Speed and ease of use on a phone
| No. | Check | How to test it | 2 points when |
|---|---|---|---|
| 15 | Core Web Vitals | Run your home page and top service page through PageSpeed Insights, mobile view | LCP 2.5 seconds or less, INP 200 milliseconds or less, CLS 0.1 or less |
| 16 | Buttons are easy to tap | Use the site with one thumb | Buttons are at least 24 by 24 CSS pixels, and main buttons are bigger |
| 17 | Nothing covers the buttons | Load each main page and wait ten seconds | No pop-up, cookie bar or chat widget hides the WhatsApp button or the form |
E. Trust
| No. | Check | How to test it | 2 points when |
|---|---|---|---|
| 18 | Licence details | Look for your trade name, licence number and licensing authority | They are in the footer or on the contact page, exactly as on the licence |
| 19 | Address, phone and hours | Compare the site with your Google Business Profile | The same name, address (or service area), phone and hours appear everywhere |
| 20 | Real photos | Count the stock photos on your home page | Your own premises, team or work are shown |
| 21 | Recent reviews | Look for reviews or examples of work | Recent reviews or real projects are visible, with a link to your Google reviews |
| 22 | Arabic where needed | List who your customers are, then open the Arabic version of your prices, offers and terms | Arabic covers the customers who need it, and consumer data, adverts and contracts are in Arabic as the consumer protection law requires |
F. Google and your listings
| No. | Check | How to test it | 2 points when |
|---|---|---|---|
| 23 | The profile link | Click the website link on your Google Business Profile | It opens the page for that branch and carries UTM tags |
| 24 | WhatsApp on the profile | Open Edit profile, then Contact, then Chat | Your WhatsApp click-to-chat link is added, if Google offers the option to you |
| 25 | LocalBusiness markup | Test your contact page in Google's Rich Results Test | Valid LocalBusiness data with at least name and address, matching the page |
How to read your score
| Total out of 50 | What it suggests | What to do next |
|---|---|---|
| 45 to 50 | The site is unlikely to be the main problem | Recheck who the visitors are (checks 2 and 3) and how fast enquiries are answered |
| 30 to 44 | The site leaks enquiries you can plug | Fix every Fix first zero, then the other zeros, and score again in a month |
| Below 30 | The site works against you | Fix the Fix first checks now, then price the rest against a rebuild |
These bands are this audit's rule of thumb, not an industry benchmark. If a rebuild is on the table, see what a website costs in Dubai and what you keep paying.
Are your visitors real customers, and are enquiries being counted?
You can only tell once Google Analytics 4 records WhatsApp taps, call taps and form sends; until then, a site with no enquiries looks the same as one whose enquiries are invisible (checks 1 to 4).
Who is visiting. GA4 automatically excludes known bots and spiders, and you cannot switch this off or see how much was removed (Google Analytics Help). Unknown bots can still slip through, so treat sudden spikes from countries you do not serve with suspicion.
What they searched. Search Console's Performance report shows the queries, pages, countries and devices behind your Google clicks. If most come from job seekers or people wanting a service you do not offer, no button will fix that. For paid traffic, see Meta ad leads that never answer.
Count the three enquiry actions:
- WhatsApp taps. With enhanced measurement on, GA4 records an outbound click "for all links leading away from the current domain", with the link's URL (Google Analytics Help), so a plain wa.me link is recorded. Create an event from clicks whose link URL contains wa.me and mark it as a key event.
- Form sends. Enhanced measurement can record form_submit, but a thank-you page that loads only after a successful send is a more direct signal. Mark views of that page as a key event.
- Call taps. A tel: link does not lead to another website, so tap it and check GA4; if nothing appears, set up an event for it.
In GA4, go to Admin, Data display, Events: star an existing event to make it a key event, or click Create event and switch on Mark as key event. A standard property can have up to 30 key events, and Google Ads conversions can be created from them (Google Analytics Help).
None of this works without check 1. If the agency owns the analytics property, ask for Administrator access; our guide to hiring a web design company in Dubai and owning your accounts lists what else to collect.
Does the first screen tell a stranger what you do and what to tap?
It should, in plain words and without scrolling: what you do, where, and the one thing to tap next (checks 5 to 8).
"Deep cleaning for flats and villas in Dubai Marina and JLT, fixed prices, book on WhatsApp" answers all three. "Excellence in every detail" answers none.
One main button. Five equal buttons (WhatsApp, Call, Email, Book, Brochure) leave the visitor deciding instead of acting. Make the route your customers actually use the main button and keep the others smaller.
Price guidance. If prices vary, say what they depend on and show a starting price where you can. A visitor who cannot tell whether you fit their budget has to ask, and some will simply leave.
A page per service. Someone who searched for laser hair removal and lands on a home page listing twenty treatments has to hunt. Separate pages let Google, your ads and your WhatsApp pre-filled message match the search.
Does every route to you actually work?
You only know if you test each one on a phone, because a wrong WhatsApp number or a form that lands in spam loses enquiries without any warning (checks 9 to 14).
WhatsApp. WhatsApp's format is https://wa.me/ followed by "a full phone number in international format", omitting "any zeroes, brackets, or dashes" (WhatsApp). For a UAE mobile that is 971 plus the number without its leading 0, for example https://wa.me/9715XXXXXXXX. Add ?text= and a URL-encoded message to pre-fill the chat, naming the page the button sits on. On Arabic pages, pre-fill in Arabic:
- Arabic: مرحباً، أريد الاستفسار عن خدمة ___
- English: Hello, I would like to ask about the ___ service.
Phone. Make every number a tap-to-call link in international format, such as tel:+9714XXXXXXX for a Dubai landline, and check it is the number your team answers.
Forms. Keep the form short: a name, a phone or WhatsApp number and what they need are enough to reply. The notification email is often sent from your own domain, and Gmail requires all senders to "set up SPF or DKIM email authentication", warning that unauthenticated messages "might be marked as spam or rejected" (Gmail Help). Send a test from a Gmail address, check spam, and ask your host to confirm SPF and DKIM for the sending address. The confirmation should say who replies, how and roughly when.
Replies. The WhatsApp Business app can greet new customers and send an away message to "respond automatically to messages received outside your business hours" (WhatsApp Business). Keep people involved, though: in the same YouGov poll, 87% wanted businesses to use "a real person over a chatbot or AI" (Communicate Online).
If you would rather not wire up buttons, forms and tracking yourself, Hoorax builds conversion-first websites with all three set up and tested. If most chats arrive after hours, Hoorax also builds WhatsApp AI assistants that answer common questions in Arabic and English and hand over to a person.
Is the site quick and easy to use on a phone?
Check it against Google's published thresholds: a page passes Core Web Vitals when, at the 75th percentile of page loads, Largest Contentful Paint is 2.5 seconds or less, Interaction to Next Paint is 200 milliseconds or less and Cumulative Layout Shift is 0.1 or less (web.dev) (checks 15 to 17).
PageSpeed Insights shows real-user data from Chrome when it has enough for your page or site. If it shows none, which can happen on a small site, use the lab results to find what is slow, such as oversized images or heavy sliders.
For buttons, WCAG 2.2, the W3C's accessibility standard, sets a minimum target size of 24 by 24 CSS pixels at Level AA, with some exceptions, and suggests aiming higher for important controls (W3C). Your WhatsApp and call buttons are exactly that.
Then load each main page and wait: cookie bars, pop-ups and chat bubbles can sit exactly where a thumb reaches for WhatsApp.
Would a stranger trust you enough to send a message?
Only if the site shows you are a real, licensed business with real customers (checks 18 to 22). BrightLocal's 2026 survey of 1,002 US adults found that 54% visit a business's website after reading positive reviews, up from 32% in 2019, and that 74% look for reviews written in the last three months. It is US data, but it suggests that people who like your reviews go on to check your website.
Licence. Show your trade name as licensed, the licence number and the licensing authority (Dubai's Department of Economy and Tourism or your free zone, for example) in the footer or on the contact page. The government's National Economic Register lets people enquire about economic licences, so what you show can be checked. If you sell online, part of this is a legal duty: Article 25 of the consumer protection law requires UAE-registered online sellers to give consumers "their names, legal status, addresses and licensing bodies". Article 6 of Federal Decree-Law No. 14 of 2023, which covers selling through websites, platforms and apps, also gives consumers the right to have the seller's licence made public with "their address, contact numbers, details of their physical address, and website".
Address and hours. Use exactly the same name, address, phone and hours as your Google Business Profile. Google says a virtual office "isn't eligible for a Business Profile" and service-area businesses should hide their address (Google Business Profile Help), so a mobile service can list the areas it covers instead.
Photos and reviews. Use photos of your own premises, team and work, and show recent reviews with a link to your Google reviews. Google has rules on asking for reviews; our guide to asking for Google reviews on WhatsApp has templates that follow them.
Arabic. Translating the whole site is a customer decision, but the law sets a floor. Article 26 of Federal Law No. 15 of 2020 on Consumer Protection says "The data, advertisements, and contracts related to the Consumer shall be made in Arabic, and other languages may be used in addition to Arabic." Article 25 adds that UAE-registered online sellers must give "adequate information in Arabic about the product or Service provided". Our guide to whether your UAE website needs Arabic works through which pages that covers.
Note: This is general information, not legal advice. The wording quoted comes from the English texts of both laws published on the Ministry of Economy's website, so confirm what applies to your activity with your licensing authority or adviser.
Do Google Business Profile and your markup send people to the right page?
They should, and it takes minutes to check (checks 23 to 25). Google's guidelines say to "provide a website that represents your individual business location" and not to use URLs that redirect or "refer" users to pages other than the business's own (Google Business Profile Help), so a business with two branches should link each profile to that branch's page.
Tag the link. Add UTM parameters so you can pick out profile visits in GA4 by their campaign name. Google says you "should always use" utm_source, utm_medium and utm_campaign, and offers a free Campaign URL Builder (Google Analytics Help). For example: ?utm_source=google&utm_medium=organic&utm_campaign=gbp-marina.
Add WhatsApp to the profile. A claimed and verified profile can add a WhatsApp click-to-chat link under Edit profile, Contact, Chat, but Google says chat options are "currently available for select regions" (Google Business Profile Help). Our guide to ranking higher on Google Maps in Dubai covers the rest of the profile.
Add LocalBusiness markup. Google's LocalBusiness structured data, last updated 8 September 2026, requires name and address and recommends telephone, url, geo, openingHoursSpecification and priceRange, among others. Validate it with the Rich Results Test and put it on the page with your business details, usually the contact or home page.
Keep expectations modest: Google says there is "no special schema.org structured data" needed to appear in AI Overviews or AI Mode (Google Search Central). Markup makes your details unambiguous; it does not bring enquiries by itself.
Can someone run this audit and fix it for you?
Yes. Hoorax is a web studio in Al Barsha 1, Dubai, that builds and redesigns websites for UAE businesses around enquiries: a clear first screen, WhatsApp and call buttons on every page, forms that deliver, LocalBusiness markup, Arabic where your customers need it, and GA4 key events for every WhatsApp tap, call and form. It also builds dashboards that follow each enquiry through to a booking.
Prices are in the pricing section, or you can estimate a website build. Send your audit score and your website address on WhatsApp to talk through which zeros to fix first.