How to: Find Missing Website Content Using Call Data

Your website visitors are telling you exactly what's missing from your site. They're just doing it over the phone instead of in the comment section.

When prospects call asking the same question repeatedly, they're revealing a gap in your website content—but more importantly, they’re revealing friction you didn’t know existed. They couldn’t find the answer online, so they picked up the phone.

The problem is that some won’t pick up the phone—at least, not to call you. They’ll abandon their lead journey and look to solve their problem elsewhere, likely with a competitor. Or they’ll become convinced they’re not actually all that interested in what they were looking for anyway.

Friction points can be catastrophic to the lead funnel. Luckily, the data you need to find and eliminate them is sitting in your call data waiting to be uncovered.

Why Call Questions Expose Content Gaps

Your website exists to answer questions and move prospects toward conversion. When it fails to answer a question, prospects either leave or call. The ones who leave solve the problem elsewhere, often with a competitor who answered faster.

The ones who call are giving you data. They're showing you:

• What information they expected to find
• Where your content failed them
• What questions block their buying decision

When ten different people call asking "How does your pricing work?", that's not ten individual customer service interactions. That's ten people who searched your website for cost information, didn't find it, and had to call instead. There are plenty of others who hit the same problem and gave up entirely.

If you can identify those questions in those calls, you can eliminate the friction in your lead funnel.

How to Find Patterns in Call Transcripts

WhatConverts transcribes every call automatically. Each transcript becomes searchable text that reveals what prospects actually ask about.

Search for Specific Keywords

In WhatConverts, navigate to your leads and use the search bar on the “call transcription” column. Type a keyword or phrase, like “pricing” or “estimate.”

The platform shows every call where that term appears in the transcript.

Identify Question Patterns

Look for calls where prospects are asking rather than confirming. Look for phrases that indicate hesitation, like:

• "I was wondering if…”
• “I wasn’t sure…”
• “I checked your website…”

These indicate information-seeking calls—prospects who couldn't find answers on your site.

Count Frequency

Sort results by date range. If you're seeing the same question multiple times per week, that's a content gap worth addressing.

Automate Pattern Detection with Lead Intelligence

Set up Lead Intelligence rules to flag recurring question patterns automatically. Create rules that spot keywords when they appear in call transcripts.

Lead Intelligence tags these calls as they come in, making it easy to filter and count how many prospects ask each question without manually searching transcripts.

Example: Finding Real Content Gaps

Let’s say you run an HVAC company. You search call transcripts for words like “estimate” and find 15 calls in the past month where prospects asked:

• “Is the estimate free?”
• “Do you charge a service call fee?”
• “How does pricing work—flat rate or hourly?”
• “What happens after I book?”
• “Do you give a quote over the phone or after a visit?”

All variations of the same issue: price/process uncertainty.

These aren’t “ready to book” calls like “Can you come out tonight?”
They’re the calls people make when they’re interested but unsure, and your website didn’t give them enough clarity to keep moving.

You check your website. Your services page says “affordable pricing.” Your homepage says “free estimates available.” But there’s no clear explanation of:

• Whether “free estimate” applies to all services
• Whether there’s a diagnostic fee
• What the first visit looks like
• What a prospect should expect before they commit

That’s your content gap. Fifteen prospects in one month hit the same uncertainty point and needed a human to unblock them. How many others hit that same moment and chose a competitor who answered it faster?

Turning Call Data Into Website Improvements

Once you identify recurring questions, add that content to your website strategically.

Create Dedicated FAQ Sections

Take your most frequently asked phone questions and answer them explicitly on your site:

• “Is the estimate free?” becomes “Yes, estimates are free for standard service calls. Diagnostic fees apply only when…”
• “Do you charge a service call fee?” becomes “We charge a diagnostic fee for X, which is applied toward the repair if you move forward.”
• “Do I need to be home during the appointment?” becomes “Yes, an adult must be present during the initial visit so we can…”

Add Content to High-Traffic Pages

If prospects ask about pricing during calls, your pricing page needs more detail. If they ask about qualifications, your About page needs credentials and certifications.

Match the content to where prospects would naturally look for it.

Use Exact Language from Calls

Prospects don't search for "expedited service delivery." They search for "same-day service" and "emergency repairs."

Use the actual words and phrases from call transcripts in your website content. This improves both user experience and SEO.

Tracking the Impact of Content Changes

After you add clarity to your website, the next step is measuring whether uncertainty is actually being removed.

The metric isn’t fewer calls overall—it’s fewer clarification calls.

Set a Baseline

Count how many calls per month mention specific keywords before making content changes.

For example: 15 calls in March asking whether estimates are free or mentioning a service call fee.

Make Content Updates

Add clear emergency service information to your homepage, services page, and create a dedicated FAQ section.

Measure Change

Search transcripts again after 30-60 days. Count calls mentioning emergency service.

If call volume drops to five per month, your content successfully answered the question for 10 prospects who would have otherwise hit a moment of hesitation and potentially abandoned their lead journey.

Instead, those prospects were able to move forward without hesitation, delay, or second-guessing.

The Bottom Line: Let Prospects Tell You What's Missing

You don't need to guess what content your website needs. Your call transcripts contain a complete map of every information gap prospects encounter.

Search for patterns. Find recurring questions. Add that content to your site. Watch as call volume for basic questions drops and conversion rates improve.

Your prospects are already telling you exactly what's missing. You just need to listen.

Ready to find your content gaps?