What Is Heatmap?

Analytics tell you what happened. A heatmap tells you where. Red and yellow areas show where visitors are clicking most; blue areas show where nobody looks. It's one of the fastest ways to see the gap between how you think people use your site and how they actually do.

For contractors, heatmaps usually reveal two things. First, visitors try to tap on stuff that isn't clickable — a photo of a roof, a phone number written in plain text, a certification badge — because it looks like a button. Those are easy wins: make the phone number a real tap-to-call link, make the photos link to a gallery, and so on.

Second, heatmaps show how far people scroll. If the 'Get a Quote' button lives below the point where 70% of visitors stop scrolling, the button might as well not exist. Move it up.