How we work

Our approach is shaped by long-term, hands-on experience

Click Lab is led by Jan Dunlop, who has spent over two decades working with service businesses where enquiries are the primary driver of revenue — from local operators through to more complex, high-value services.

That experience informs how we approach structure, messaging, and traffic — focusing on what actually leads someone to get in touch.

We start with clarity, not tactics

We begin by understanding what your website is meant to achieve and how enquiries currently happen, if at all.

This includes looking at:

• What your business actually offers and who it’s for

• How visitors move through the site

• Where intent is lost or diluted

• How traffic is being driven to the site

In many cases, the issue isn’t traffic — it’s structure.

We design around a clear conversion path

Once the problem is clear, the focus is on creating a website structure that supports it.

Visitors should immediately understand:

• What you do

• Who it’s for

• Why they should contact you

• What to do next

Sometimes this can be achieved by refining what’s already there. In other cases, starting with a clean foundation is the most effective way to remove friction and ambiguity.

We’ll be clear early on which approach makes sense.

We align traffic to intent

Traffic works best when it’s aligned to the structure of the site.

Paid campaigns and organic search are used to support the website, not compensate for it. Rather than sending everyone to a generic homepage, visitors are directed to pages that match their intent and stage of decision-making.

This often means organic search, local visibility, and paid traffic working together rather than as separate channels.

This improves both the quality of enquiries and the efficiency of spend.

We measure what matters and adjust

Once everything is live, we focus on what actually matters: enquiries.

We track where they come from, what converts, and what doesn’t — then adjust based on real performance rather than assumptions or averages.

This keeps decisions grounded and improvements incremental, rather than reactive.

What this typically involves

While every project is different, the work usually includes some combination of:

• Reviewing the existing website, enquiry flow, and conversion performance

• Redesigning site structure and key pages to support clear decision-making

• Clarifying messaging and calls to action based on search and ad intent

• Planning, running, and refining Google Ads where paid traffic is part of the picture

• Improving organic search performance including local search, through structure, content, and intent alignment

• Aligning all traffic sources to the right pages and measuring what actually converts

The emphasis is always on outcomes, not deliverables.

Who this approach suits

We tend to work best with service businesses that:

• Rely on enquiries to generate revenue

• Already have a website that isn’t performing as it should

• Want clarity around what’s working and what isn’t

• Prefer practical improvements over surface-level changes

We’re probably not the right fit if you’re looking for:

• Standalone SEO or ad management without site involvement

• Cosmetic updates with no impact on leads

• A fixed list of tasks without accountability

If your focus is specifically on SEO performance or Google Ads performance, those pages will be a better place to start.