What is a good website conversion rate for a local business?

Rough benchmarks

• Local service business: 2–5% of visitors enquire
• Home services with urgent demand: 5–10% is achievable
• Professional services: 1–3%, with a longer decision
• E-commerce: 1–3% is typical; under 1% means something is broken
• Paid traffic to a matched landing page: should beat your site average, often by double

Read them carefully

A high rate on tiny traffic means little. So does a low rate on traffic that was never qualified. Judge the trend against your own baseline, not against someone else’s screenshot.

What actually moves it

• Speed. People who leave before the page loads never appear in any report.
• The offer. A smaller first step converts better than "book a consultation".
• Form length. Every extra field costs completions.
• Response time. Not a website factor, but it decides whether an enquiry becomes a customer.

Before you optimise

Make sure the number is real. Most conversion rates we are shown are measuring page views, not enquiries. Verify the tracking first, then improve it.