Could this be a branding issue or is it something else?

Colleagues! This is likely a combination of branding and user experience issues. Even if SEO brings people to your site, weak branding fails to convince them to choose you over competitors. Your brand presence needs to communicate trustworthiness and professionalism to convert visitors into customers. Things like customer reviews, clear pricing, professional photos, and strong value propositions all matter. There’s actually a great article covering exactly this: https://www.brandvm.com/post/why-strategic-branding-and-local-seo-matter-for-van-rental-in-dubai that explains how branding affects conversion rates and the booking decision. They discuss the psychology of trust and how it impacts rental choices. Focus on building credibility through your brand and you’ll see those conversion numbers improve significantly.