1. Visitor Engagement & Conversion
Have Visitor Numbers, Engagement or Conversions Declined?
While this would normally be attributed to a change in website design (we can help you evaluate any such design changes and ensure there is data to indicate correlation before moving to conclusions), any such change could also be part of a gradual trend or even sudden change in visitor behaviour, perhaps because of a change in the market or industry.
For example, is the presence of a visible contact form on almost all pages of your website more compelling than what is currently available? (Same goes for add to cart and checkout buttons) It's true that, in general, we believe putting a visible form on the page could be more compelling, but we don't have data to support that. It could lead to it being more ignored if it were over-used at places where the visitor simply wasn't ready to use it or was too large.
What's the lead rate? That is, what's the number of leads divided by the number of visitors in the same period, before and after design changes?
We can also look at bounce rates, the number of visitors who arrive at the lead form but don't submit it (or that you don't know about getting a notification of if there's a technical issue like addressed in lead conversion technical issues). If the number of visitors is statistically significant, trialling a small change and measuring the bounce rate could be a good indicator.
And of course, that goes for all elements of design that improve engagement, not just conversion areas like forms, but they are the most critical, and there's a definite 80/20 rule to the benefit you get out of general design changes... perhaps even 95/5 - usually minimal improvement, sometimes a backwards step.
Is Competition Consuming Previously Successful Enquiries?
If so, why? Consider, for example:
Customer service (is the manner new leads are dealt with deterring them? Communication methods? Payment methods?)
Service comprehensiveness (are new leads going elsewhere because competition offered them something you didn't?)
Value (is the same or similar service available at a lower price, causing new leads to choose your competition?)
Has The Price Point Calculation Changed?
It's the bottom line, certainly when comparing the competition, but even when there's no competition, and a potential client opts for some other route (not your service but a different solution or attempting to handle it themselves or do nothing at all) when they learned how much your service would cost them.
You know your pricing structure and the way you explain it to clients. Has there been a change? In its structure, presentation, or in the market (how much clients can afford)? Can you collect any feedback from the market? There's no substitute for real market research. Ask existing and previous clients about the value they felt they received and be ready for some honest answers. Ask potential clients (just stop people on the street!) what they think a fair price would be to pay for your service.
Don't take everything verbatim. If they're not in your target market, they will have different ideas, and even your best target market sample could have wildly varying ideas anyway. But there could be a ring of truth in a multitude of similar or seemingly well-considered or especially frank answers, which can lead to great internal discussion and potentially some temporary/trial changes, if not permanent ones.