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
Industry | Conversion Rate | Notes |
Aerospace & Defense | 1.8% | 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 |
Automotive | 1.0% | Rates vary somewhat depending on whether the company is a dealership (lower) or a parts dealer (higher) in the eCommerce space |
Aviation | 1.0% | Conversion rates are lower for aviation due to the high expenses with the industry and a smaller client pool |
B2B SaaS | 1.1% | Conversion rates can be significantly improved by companies willing to offer a free trial/demo or a freemium pricing model |
Biotech | 1.8% | The highly technical nature of biotech, as well as the more severe regulatory environment, both contribute to lowering conversion rates |
Business Consulting | 1.7% | Tailored messaging, prominent trust elements, and free resources (e.g., white papers, case studies) will increase conversion rates for business consulting firms |
Commercial Insurance | 1.7% | Insurance companies benefit from a compulsory service, but the complexity of the financial information provided can slow down the process |
Construction | 1.9% | Construction clients work on slim margins with heavy upfront costs, which can slow down decision making for some companies |
Cybersecurity | 1.3% | As a growing industry, cybersecurity benefits from a growing client pool, but is challenged by a high degree of competition |
eCommerce | 1.6% | Primarily B2C industries like eCommerce benefit most from branded pages that lead to a streamlined payment page |
Education | 2.8% | Educational organizations actually benefit from a long process of multiple interviews and applications, making the initial step of requesting materials relatively painless |
Engineering | 1.2% | Engineering companies struggle with presenting high-complexity information in a short amount of time. Focus on video and interactive elements |
Entertainment | 1.1% | Entertainment companies tend to prioritize inorganic marketing channels (i.e. advertising), resulting in colder leads and a lower conversion rate |
Environmental Services | 1.3% | 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 Services | 1.9% | Financial services companies benefit from providing an essential service, but rarely offer free resources that would result in a higher conversion rate |
HVAC Services | 3.1% | HVAC and other essential home services have a high conversion rate, but B2B providers face more decision makers |
IT & Managed Services | 1.5% | IT can increase their conversion rate by offering a free demo or a freemium model for their services |
Legal Services | 3.4% | 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 |
Manufacturing | 2.1% | Manufacturing companies can increase their conversion rate by providing visual elements (e.g., infographics, tables, charts) to streamline the decision making process |
Medical Device | 1.5% | Medical clients deal with complex information and a high number of decision makers |
Oil & Gas | 2.6% | Fuel providers typically sit higher than the average provided here, but oil & gas features an otherwise limited client pool |
PCB Design & Manufacturing | 1.1% | Because of the highly detailed information required, PCB companies benefit from using a higher than usual amount of visual elements |
Pharmaceutical | 1.9% | 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 Estate | 2.8% | Real estate agents tend to have a high conversion rate by offering free initial consultations |
Software Development | 1.1% | Software development suffers from an exceptionally high degree of competition; focus pages on your unique offering to increase conversion rates |
Solar Energy | 1.8% | 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 & Logistics | 1.4% | 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:
- Average Customer Acquisition Cost (CAC) By Industry: B2B Edition
- Lead-to-MQL Conversion Rate Benchmarks by Industry & Channel
- B2B SaaS Funnel Conversion Benchmarks
- Average CAC for SaaS Businesses, by Industry & Customer Type
- SEO Benchmarks by Industry
- Digital Marketing Metrics & KPIs for 2025
Finally, if you would like to discuss improving landing page conversion rates for your business, reach out to our teams here.