It’s one of the most common questions we hear:
“What’s a good conversion rate for my website?”
And like most things in marketing, the answer is: it depends…
But that doesn’t mean we can’t give you a benchmark — or better yet, show you how to move your website’s performance from “fine” to fantastic.
What is a Conversion Rate?
Let’s quickly define it.
Your conversion rate is the percentage of visitors who take a desired action on your website — like filling out a form, booking a call, downloading a resource, or making a purchase.
Conversion Rate = (Conversions ÷ Visitors) × 100
If 100 people visit your site and 5 of them contact you, your conversion rate is 5%.
So... What's a "Good" Conversion Rate?
In 2025, typical conversion rates still vary wildly based on:
- Industry
- Traffic source
- Offer type
- Mobile vs desktop users
- How established your brand is
To give you a rough benchmark:
Website Type
Average Conversion Rate
B2B Service Website
2-5%
Lead Generation Pages
5% – 12%+
eCommerce Stores
1% – 3%
Landing Pages (PPC)
5% – 20% (if well optimised)
If you’re converting under 2% — and you’re not in a highly niche market — there’s probably room for improvement.
Why Conversion Rates Matter More Than Traffic
A lot of business owners obsess over getting more traffic. But traffic without conversions is just noise.
Think of it this way:
Would you rather have 1,000 visitors and 10 leads, or 300 visitors and 30 leads?
It’s cheaper, faster, and more sustainable to improve your conversion rate than to constantly chase more clicks.
Factors That Impact Your Conversion Rate
Here are some of the biggest influences on whether people convert or bounce:
Don’t Obsess Over the Number — Focus on the Lift
There’s no magic number you have to hit. What matters is whether your conversion rate is improving.
Here’s how we often look at it with clients:
Starting Point
After Optimisation
Uplift
Even a 1% improvement can mean dozens — or hundreds — of extra leads per month, depending on your traffic.
How to Improve Your Conversion Rate
Here’s a shortlist of high-impact tactics:
Testing, testing. One. Two.
There’s no one-size-fits-all answer to what a “good” conversion rate is. But there is one constant: better is always possible.
There’s no cap on the value your website can produce, so it’s imperative that you’re continually running tests to maximise its value.
If you’re not sure where your site stands, we’re happy to take a look.
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