If your site shows up on Google and nobody gets in touch, the problem usually isn't ranking. It's who you rank for.
Start here
Open Search Console and look at the queries that bring clicks. Then ask one question about each: would a person typing this ever hire us? For many IT firms the honest answer is no. The clicks come from students, job seekers, people who want a how-to, or companies far too small or too far away to buy. The traffic is real. The buyers just aren't in it.
The most common causes
- You rank for the wrong queries. A blog post on a general topic can bring thousands of visitors who have no reason to call you. In a report, that traffic looks good. It does nothing for the business.
- The page that ranks isn't a page that sells. A buyer lands on an article, reads it, and finds no clear next step. Nothing says what you do, who for, or how to start.
- Your service pages are vague. If a buyer can't tell within a few seconds whether you handle their kind of problem, they leave. A page that says "comprehensive IT solutions" doesn't help anyone decide.
- You're only measuring traffic. If the report shows visits and rankings but not inquiries, you can't tell whether any of it works.
How to check, in about an hour
Search Console's performance report shows clicks (how many times someone clicked through to your site from Google), impressions (how many times your site appeared in results) and the queries that produced them. Start there.
- List your top ten queries by clicks. Mark each one "would hire" or "would not hire."
- Open the pages those queries land on. Is there one clear thing a buyer can do next?
- Count the inquiries from search over the last quarter. Where did each person land first?
If most of your clicks are "would not hire," that's your answer. More traffic won't fix it. Different pages, aimed at people who buy, will.
What to do about it
Start with one service you want more work for. Build or fix the page for it so a buyer knows within seconds what you do, who you do it for, and how to get in touch. Then find the questions that buyer asks before they hire, and answer those on your site.
Measure it differently too. Count inquiries, and ask each new contact how they found you. Rankings and visits are only useful if they lead there.
Sources
- Google Search Console Help, Performance report (Search results).
Common questions
Why does my IT firm rank on Google but get no inquiries?
Most often because the queries that bring clicks come from students, job seekers or people who want a how-to, not buyers. The traffic is real; the buyers are not in it.
How do I check whether my traffic is useful?
In Search Console, list your top ten queries by clicks, mark each "would hire" or "would not hire", and check where inquiries first landed.
Will more traffic fix it?
Not if most clicks are "would not hire". Different pages, aimed at people who buy, will.
Kryston's AI visibility audit gives you a dated baseline of this for your own firm: what ChatGPT, Perplexity, Gemini, AI Overviews and Google say about it today, and what to fix first.
Kryston guides
Analysis for IT services and software development firms on search, AI visibility and buyer trust.
