Insights · Convert · Conversion rate
What is a good conversion rate for a service business website?
By Tom O, Senior Performance Specialist
Published · 3 minute read
The short answer
Unbounce's 2024 benchmark report, covering more than 41,000 landing pages, put the median conversion rate across industries at 6.6%, with industry medians from about 4% to 12%. The more useful benchmark is your own: measure the share of visitors who enquire on each page, by traffic source, then improve the weakest pages first.
I get asked this every week, usually by someone worried their number is too low. The honest answer: benchmarks help you know if you are in the right range, but the number that matters is whether your own rate is going up.
What is a conversion rate?
It is the percentage of visitors who take the action you want, such as sending a form, calling or booking. If 200 people visit a page and 8 enquire, the conversion rate is 4%.
What is a good conversion rate?
| Benchmark | Figure |
|---|---|
| Median across industries (landing pages) | 6.6% |
| Range of industry medians | About 4% to 12% |
| Pages analysed | More than 41,000 |
Unbounce, Conversion Benchmark Report, 2024 edition.
Treat these as a rough guide. A focused landing page for one service will usually convert better than a homepage, and paid search visitors usually convert better than social visitors, because they were already looking.
How to measure yours properly
- Count every enquiry: forms, phone calls from the page and online bookings.
- Measure each page separately. A site-wide average hides your best and worst pages.
- Split by traffic source: Google Ads, organic search, social and email behave differently.
- Look at a full month, not a single day.
How to improve it
- Match the page to the clickThe headline should repeat what the visitor searched for or clicked on.
- Cut the formRemove every field you do not need to call someone back.
- Move proof upPut your rating and a strong review beside the form.
- Add other ways to enquireClick-to-call and booking for people who dislike forms.
- Test one change at a timeChange one thing, measure for a few weeks, keep what works.
About the author
Tom O, Senior Performance Specialist. Tom runs campaigns across Google, Meta and LinkedIn and leads our landing page projects, making sure every pound a client spends has a clear commercial purpose.
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