A pretty website with no enquiries is an expensive piece of decoration. The brief that lands on our desk most weeks from Newton Abbot, Exeter and Torquay business owners is some version of the same thing: "the site looks fine, but the phone isn't ringing".
Fixing that gap — turning visitors into qualified enquiries — is what most of our Divi 5 builds are actually for. Here is how we approach it, and why a Divi site that has been deliberately designed for lead generation outperforms one that has been built around how it looks.
Qualified versus warm versus tyre-kickers
Not every form fill is worth the same. A "qualified lead" for a local trade business in Devon usually means someone who is in your service area, has a real job to quote on, has the budget to pay, and is the person who decides what to spend.
We are ready to talk things through!
Contact HereDesigning for qualified leads — rather than for raw form fills — changes how the site is built. We pre-qualify earlier (service area, project size, timeline), we explain what we do not do as well as what we do, and we filter visitors into the right next step rather than funnelling everyone into one generic contact form.
What Divi 5 makes possible
Divi 5 is not magic, but it does give us the ingredients we need to design for conversions:
- A drag-and-drop layout system that lets us iterate hero sections, CTAs and landing pages in hours rather than days
- A native form module plus deep Gravity Forms integration for genuinely useful lead capture
- Conditional content and dynamic elements that change based on referrer, page, or audience segment
- Built-in A/B testing so we can prove what works rather than guess
- Lean, fast pages that hit Google's Core Web Vitals — slow sites lose leads at the door
The five things we change first
Every audit we run on an under-performing Divi site touches the same five areas:
Above-the-fold messaging. In a single sentence, can a visitor tell what you do, who you do it for, and why they should choose you over the competition? If not, fix that before anything else. A roofer in Bovey Tracey saying "Roofing for Devon homes — flat, pitched and emergency repairs, 25-year guarantee" outperforms "Welcome to our website" every time.
Calls to action. One primary action per page. Phone, WhatsApp, quote form or booking link. Not all four. We use Divi's button modules with high-contrast colours and clear verbs — "Get a quote", "Book a survey", "Request a callback".
Lead capture forms. Fewer fields convert better. We start with name, phone or email, and a single open box for the job description. We add fields only where they genuinely qualify (service area, property type, deadline). Anything more is friction.
Landing pages. When you run Google Ads or send emails, do not point to your homepage. We build dedicated Divi landing pages — one per campaign — with no main menu, focused copy and one CTA. Conversion rates typically double.
Trust signals. Real reviews from real customers, badges from genuine accreditations, photos of actual work. We do not invent any of these. If the trust evidence is thin, we run a review-collection campaign first and rebuild the proof later.
What this looks like in practice
A Newton Abbot trade business client of ours had a perfectly functional Divi 4 site that was averaging six enquiries a month. We rebuilt it in Divi 5 with the principles above — sharper hero, three clear CTAs (call, WhatsApp, quote), a one-field-fewer quote form, dedicated landing pages for the two services that paid best, and proper Google Reviews integration. Enquiries roughly doubled inside three months. Nothing exotic, just the discipline applied properly.
If your Divi site is not pulling its weight, send the URL to 07887 988780 or through the quote form. We will run a free audit, point at the specific changes that would move the needle, and tell you honestly whether a tune-up will do the job or whether a Divi 5 rebuild is the better investment. Starter rebuilds begin at £250.