Friday Funnel Fix: Optimising Conversion for Service-Based Businesses – A Look at Stark Surveys

Welcome to this week’s Friday Funnel Fix! Today, we're shifting gears to focus on Stark Surveys, a Scottish surveying company that specialises in resolving building warrant issues for homeowners. While not an outdoor sports brand, the insights and recommendations we'll explore here are just as relevant for businesses across various industries. Let’s take a closer look at how they can optimise their website to drive more customer engagement and improve conversions.

Desktop Review:

Call to Action Above the Fold: Stark Surveys has a clear "Get a Quote" button, which is a good start. However, the terminology feels a bit too direct given the complexity of the service. Testing softer CTAs like "Save My Sale" or "Get My Sale Moving Again" could reduce friction, making it feel less like a high-commitment action and more of an invitation to start the conversation. Remember, 80% of users never scroll past the fold, so getting the CTA right above the fold is critical.

Headline Structure: The current headline is informative but feels a little jarring. The font sizes and weighting are competing for attention, making it harder for the reader to decide what to focus on first. Reworking the main headline to something like "Is Your House Sale Stuck Due to No Building Warrant?" makes it more human and relatable, and could help increase engagement. Clarity here is key—research shows that users form an impression within 0.05 seconds when landing on a page.

Explaining Both Options: While I like that users are presented with two clear choices, neither really spells out the advantages clearly. For example, the Retrospective Building Warrant option could mention that it may take up to 6 months and cost ￡X, while your service could emphasise "Fixed in as little as X days." This simple tweak could really clarify the value you’re offering and improve conversions by tapping into the user’s desire for speed and efficiency.

Lack of Imagery: There's no visual representation of the service above the fold. Including imagery—whether it’s a house, a set of keys, or something directly related to the process—would instantly anchor the service in the visitor's mind. Visuals help reduce cognitive load and are processed 60,000 times faster than text, helping users understand what you offer before they even read the content.

Testimonials: While there are good written testimonials, Stark Surveys could build more trust by embedding Google reviews directly or including screenshots with customer photos. Real names and faces go a long way toward establishing credibility. Studies show that testimonials with visuals are perceived as more trustworthy, and 89% of consumers read reviews before deciding to engage with a business. Make it easy for them to trust you. Further you could add a review snippet above the fold below the first call to action.

Scottish Expertise and Terminology: One thing to note is the heavy use of the term "warrant," which is very specific to Scotland. This may be worth leaning into, making it a key selling point for your Scottish expertise. Including imagery such as a Scottish flag, landmarks, or even adding a line that reinforces your knowledge of the local regulations could help you stand out. Clients often appreciate working with someone who understands their local rules, and positioning yourself as a Scottish expert could build even more trust. Research shows that localising content can boost engagement rates by up to 40%.

Mobile Review:

No Call to Action Above the Fold: On mobile, the first thing I noticed was the lack of a CTA above the fold. You’ve got some strong text, but resizing it to allow for a CTA at the top of the screen is crucial. Research shows that 75% of users expect a mobile-friendly experience, and without a CTA in sight, you’re potentially losing conversions early on.

Intermittent CTAs: As I scroll down, there’s a lot of good content but no CTAs for at least four scrolls. Ideally, you want to make it easy for users to act at any point during their journey. Adding intermittent CTAs between sections—whether it's "Get Your Sale Moving" or "Request Help"—ensures users don’t have to scroll back up or reach the end of the page before they can take action.

Form Layout and Spacing: On mobile, the form is a little long and could be condensed. I would recommend adjusting the layout so the entire form and headline are visible without scrolling. This reduces the user’s cognitive load and makes it easier for them to submit a request. Studies show that optimised forms—especially on mobile—can increase conversion rates by up to 50%.

Use of Testimonials and Visuals: While mobile follows the same pattern as desktop in terms of written testimonials, consider embedding or using images from Google reviews directly on the mobile page (especially near the form). This helps maintain trust even on a smaller screen, and can increase click-through rates by showing that real people are endorsing your service. The embedded format is not only more credible but also visually appealing.

Additional Points:

Phone Number: A clickable phone number is a must, particularly on mobile. Many users may prefer to call directly instead of filling out a form. By making the phone number easily accessible (Read put it next to each cta) and clickable, you’re removing any potential friction for users who want immediate help.

Guarantee: Adding a guarantee, even a simple one like "Satisfaction Guaranteed" or "Done in 2 Weeks or You Don’t Pay," could have a powerful effect on conversion rates. Studies show that adding a guarantee can boost conversions by up to 32%, especially when users feel reassured about their investment.

Fixing the URL: One technical note—ensure that your domain doesn’t redirect to a temporary URL. The current landing page appears to be on a preview domain, which could create trust issues with potential clients. Also, make sure your analytics and tracking codes (like Facebook Pixel) are properly set up to measure traffic and conversions.

Conclusion:

That wraps up this week's Friday Funnel Fix! Stark Surveys already has a strong foundation but could benefit from clearer CTAs, better readability, and additional trust signals like embedded reviews and guarantees. Let me know if you’d like your own website reviewed in a future edition!

Feel free to share your thoughts in the comments below or reach out if you'd like to discuss your funnel further!

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