Service page traffic is useless unless you can tie it to calls by zip code

Most contractor sites track clicks and sessions, then stop. That hides the pages that actually bring the phone to life. A plumbing page can get steady traffic and zero calls, while a drain cleaning page with half the visits may drive the best leads.

Build tracking around the phone number, not just the pageview:
• use one call source on service pages, and keep it consistent
• fire a call event only after a real click-to-call or tracked number
• label each page by service + city/zip so reports stay clean
• separate mobile calls from desktop form fills, because they behave differently

If you run Google Business Profile, match landing pages to the same service and area. Then compare page traffic, call clicks, and answered calls. The goal is not “which page ranks,” but “which page makes the shop ring.”

Review the weak pages first: high impressions, low calls, thin local intent, vague headings, or the wrong CTA above the fold. A page that says “Services” rarely beats one that says “Water Heater Repair in 770xx.”

Track the pages that create actual calls, prune the rest, and build more of what the phone proves.