What’s more important: traffic or enquiries?

Enquiries matter more. Traffic that never contacts you does not pay invoices. A quieter website that attracts the right local people and makes contact easy will outperform a busy site full of the wrong visitors every time.

Good SEO aims at relevance: pages that match intent, clear offers, and paths to get in touch. That is why Local SEO focuses on nearby customers who can actually hire you. Local case studies are built around usefulness and contact, not vanity visitor counts. If you are celebrating traffic but the phone is quiet, fix the site toward enquiries.