Start with the decision
A useful report answers a question. Are the right people finding the business? Are visitors reaching the service pages? Are inquiries relevant? Define the decision before adding another chart.
Keep the stages separate
Reach, site visits and inquiries describe different parts of a journey. An increase in one does not automatically mean an increase in the next. Show each stage clearly and avoid presenting all activity as a business result.
Define the numbers
Write down what each metric means, where it comes from and what period it covers. Be clear about whether an inquiry is a form submission, a phone call or a qualified opportunity. Consistent definitions make comparisons more useful.
Add context before conclusions
Changes in budget, campaigns, seasonality and tracking can affect a report. Record those changes beside the numbers. A movement in a chart is the beginning of a question, not always an explanation.
Finish with a next step
Close the report with a small set of priorities. State the observation, what you think it means and what you will do to learn more. The report becomes useful when it changes a decision.