A website earns its keep in valuation requests. Traffic, rankings and design all matter only as far as they lead to a vendor asking you to value their home. These are the changes that move that number.
Put the form where vendors are
Vendors rarely go looking for a contact page. They are on your sold listings, your area guides and the property pages for houses like theirs. Put a short valuation prompt on each of those, linked to a form that knows where the visitor came from.
Ask for less
Name, a way to reach them, the address and whether it is a sale or a let. That is enough to book a valuation. Every question beyond that costs completions, and you will learn the rest on the phone.
Show proof
Vendors choose the agent who has sold houses like theirs. Keep sold and let listings on the site, clearly marked, and let your reviews speak beside the form.
Make it work on a phone
Most visitors are on a phone. Try your own form on one: large fields, the right keyboard for a phone number, no tiny tick boxes, and nothing covering it, including a cookie banner.
Never lose one
A form that only sends an email is one bounced message away from losing a vendor without anyone knowing. Store every request on the site first, then email it, and make sure the office is told if the email fails. If you use spam protection, choose one that keeps doubtful submissions for a person to check rather than discarding them.
Reply quickly
A vendor who has asked for a valuation will often ask more than one agent. The first to call back has an advantage. Measure how long the office takes to respond, and look at it monthly.
Count them, every month
Finally, count valuation requests every month and compare them with the month before and the same month last year. Seasonality makes month-on-month comparisons noisy; year-on-year shows whether the site is really getting better.
A report that does the counting
Realist sends every agency a one-page report each month, led by valuation requests. See the report.