Your conversion rate is the share of website visitors who contact you. For a local service business, a conversion is usually a phone call, a quote form or a booking. Improving it gets you more enquiries without more traffic.
How to calculate it
Conversion rate = enquiries ÷ visitors × 100
Example: 600 visitors in a month and 18 calls and form enquiries is a 3% conversion rate.
What to count
- Taps on your phone number.
- Quote and contact form submissions.
- Bookings.
- Calls from a tracking number, if you use one.
Set these up as events or key events in Google Analytics. See call tracking.
Changes that improve it
- A phone number and quote button visible on every page without scrolling.
- A headline that says what you do and where.
- Reviews near the call to action. See showing reviews.
- Real photos of your work.
- A shorter form. See forms that get enquiries.
- Faster loading on mobile.
- Price guidance, so people feel confident to call.
Compare with yourself
Averages vary hugely by industry and traffic source. The useful comparison is your own rate month to month, after each change.