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Landing Page Conversion Rates by Industry: 2025 Report

SEO Blog
Landing Page Conversion Rates

In this report, we share conversion rate data gathered from 80+ clients that we worked with between 2021 and 2024, organized by industry. Each company in our dataset engaged with us for an SEO campaign lasting at least six months, with average campaign duration being 2.4 years.

For the purpose of this report, we defined a conversion to be a contact form fill, appointment booking, product demo signup, or any other action that results in a visitor becoming a lead for our clients’ sales teams’. We do not include lower value micro-conversions in this report, instead focusing on visitor actions that resulted in defined MQLs for our clients. The results of our study are below.

Landing Page Conversion Rates by Industry

IndustryConversion RateNotes
Aerospace & Defense1.8%Aerospace has a relatively low conversion rate compared to other industries due to the relatively large deal sizes, and the high number of decision makers involved in each sale
Automotive1.0%Rates vary somewhat depending on whether the company is a dealership (lower) or a parts dealer (higher) in the eCommerce space
Aviation1.0%Conversion rates are lower for aviation due to the high expenses with the industry and a smaller client pool
B2B SaaS1.1%Conversion rates can be significantly improved by companies willing to offer a free trial/demo or a freemium pricing model
Biotech1.8%The highly technical nature of biotech, as well as the more severe regulatory environment, both contribute to lowering conversion rates
Business Consulting1.7%Tailored messaging, prominent trust elements, and free resources (e.g., white papers, case studies) will increase conversion rates for business consulting firms
Commercial Insurance1.7%Insurance companies benefit from a compulsory service, but the complexity of the financial information provided can slow down the process
Construction1.9%Construction clients work on slim margins with heavy upfront costs, which can slow down decision making for some companies
Cybersecurity1.3%As a growing industry, cybersecurity benefits from a growing client pool, but is challenged by a high degree of competition
eCommerce1.6%Primarily B2C industries like eCommerce benefit most from branded pages that lead to a streamlined payment page
Education2.8%Educational organizations actually benefit from a long process of multiple interviews and applications, making the initial step of requesting materials relatively painless
Engineering1.2%Engineering companies struggle with presenting high-complexity information in a short amount of time. Focus on video and interactive elements
Entertainment1.1%Entertainment companies tend to prioritize inorganic marketing channels (i.e. advertising), resulting in colder leads and a lower conversion rate
Environmental Services1.3%Real estate firms and government agencies both tend to have a higher number of decision makers involved, resulting in a slower sales process and more views per conversion
Financial Services1.9%Financial services companies benefit from providing an essential service, but rarely offer free resources that would result in a higher conversion rate
HVAC Services3.1%HVAC and other essential home services have a high conversion rate, but B2B providers face more decision makers
IT & Managed Services1.5%IT can increase their conversion rate by offering a free demo or a freemium model for their services
Legal Services3.4%People seeking legal services typically are in a great deal of need, resulting in a higher conversion rate, especially when a free consultation is offered
Manufacturing2.1%Manufacturing companies can increase their conversion rate by providing visual elements (e.g., infographics, tables, charts) to streamline the decision making process
Medical Device1.5%Medical clients deal with complex information and a high number of decision makers
Oil & Gas2.6%Fuel providers typically sit higher than the average provided here, but oil & gas features an otherwise limited client pool
PCB Design & Manufacturing1.1%Because of the highly detailed information required, PCB companies benefit from using a higher than usual amount of visual elements
Pharmaceutical1.9%Because of the high expense and number of decision makers in the process, pharma companies benefit most from free resources like white papers or case studies
Real Estate2.8%Real estate agents tend to have a high conversion rate by offering free initial consultations
Software Development1.1%Software development suffers from an exceptionally high degree of competition; focus pages on your unique offering to increase conversion rates
Solar Energy1.8%Solar energy providers struggle against the current of information; providing gated materials (white papers, case studies) is the best way to increase the conversion rate
Transportation & Logistics1.4%High budgets and an involved sales process often results in a lower conversion rate

Further Reading and Requesting a Copy of This Report

If you would like to request a copy of this report as a PDF, you may do so here

For more information on metrics by industry, consult the following pages: 

Finally, if you would like to discuss improving landing page conversion rates for your business, reach out to our teams here.

Evan Bailyn

Evan Bailyn is a best-selling author and award-winning speaker on the subjects of SEO and thought leadership. Contact Evan here.