In this report, we share website traffic-to-lead conversion rates segmented by industry, by traffic source, and by page type. For the purpose of this report, we define a conversion as including:
- Contact form fills
- Appointment bookings
- Product demo signups
- Any other action that results in a visitor becoming a lead for our clients’ sales team
Our data in this report comes from our own website and those of clients we worked with from 2019 through 2024. Our client spread was approximately 45% B2B, 20% B2C, and 35% mixed companies.
Average Website Traffic-to-Lead Conversion Rate by Industry
| Industry | Conversion Rate | Notes |
| Addiction Treatment | 2.1% | Decisions being made by concerned family members/ friends carry high levels of emotional weight, which can bog down decision-making and drive down conversion rates. |
| Apparel & Fashion | 3.2% | The industry has a high level of impulse purchases, however, customers often hold off on taking the first steps unless they have the promise of some kind of seasonal promotion or discount. |
| B2B SaaS | 2.5% | Although any B2B sale has a large number of decision-makers, leads are often quick to make initial contact to get information on a service. |
| Biotech | 2.2% | Biotech leads are often more skeptical due to the high degree of competency required to write for the industry unless they have sufficient educational material proving your expertise. |
| Commercial Insurance | 2.6% | Insurance benefits from being a compulsory service, resulting in leads shopping for the best deal. Provide transparent pricing information in exchange for making an account or collecting an email. |
| Construction | 2.9% | Construction decisions have a high associated cost, resulting in a low overall conversion rate. Construction companies can generate leads by providing free quotes or consultations for new projects. |
| eCommerce | 3.2% | eCommerce companies rely on an established brand and a visually appealing website to function well. Be sure to include product images and keyword-targeted meta descriptions for all items offered. |
| Engineering | 2.2% | Clients are looking for custom-made products or solutions, so optimizing pages for this purpose will make audiences more likely to make initial contact. |
| Entertainment | 2.3% | Entertainment companies benefit most from providing transparent pricing information for monthly/annual subscriptions. |
| Environmental Services | 2.1% | A constantly shifting regulatory environment makes movement difficult in the sales cycle. Provide visitors with up-to-date reports on these trends to prove you are on top of recent changes. |
| Financial Services | 2.5% | Financial decisions are more emotionally charged than people give them credit for. Provide visitors with in-depth case studies to speak to positive experiences with your brand and encourage them to take that first step. |
| Food & Beverage | 2.8% | Food and beverage companies often work on slim margins, resulting in a lot of clients shopping around for the best deal. Provide transparent information on pricing and ROI to ease these concerns. |
| Healthcare | 2.1% | Healthcare companies struggle with a constantly shifting regulatory environment. Focus on educational material and technical white papers to prove your brand is on top of changes in the industry. |
| Heavy Equipment | 2.3% | Heavy equipment companies have high upfront costs that make undecided clients spend more time shopping. Provide pricing information and consultations for custom work to get them through the door. |
| Higher Education & College | 2.9% | Reputation is at a premium in higher education. Provide visitors with a wealth of information on past achievements, and memberships in prestigious clubs or organizations. |
| Hotels & Resorts | 3.3% | Tourism companies often struggle with seasonal highs and lows that can disrupt initial leads. Providing visitors with discounts and loyalty programs will make them more likely to make the initial step |
| HVAC Services | 2.8% | HVAC has a high level of competition, but customers typically need service quickly. Provide visitors with free consultations and an easy onboarding process. |
| Industrial IoT | 2.3% | IoT can be a highly technical space with an audience that may or may not be experts. Explain your services in plain language and focus on customer engagement. |
| IT & Managed Services | 2.8% | IT services are practically compulsory for contemporary businesses, but customers will have some concerns regarding pricing. Provide this information as transparently as possible. |
| Legal Services | 2.4% | Customers are likely to have reservations about legal services due to their high cost. Offering free consultations as well as several pages detailing your requisite experience will help them make an initial decision. |
| Luxury Goods | 2.7% | The expenses that come with luxury goods often hold some customers back. Offer loyalty programs for initial signups as well as the promise of notifications for future discounts. |
| Manufacturing | 3.1% | Manufacturing has a high associated cost, but customers typically know exactly what they need when shopping. Provide detailed product pages that extol the use cases of your product. |
| Medical Device | 2.9% | Customers sometimes have reservations about pursuing medical devices due to high costs and the concern that their insurance will not cover them. Provide transparent pricing information and lists for insurance coverage. |
| Oil & Gas | 2.3% | Oil & Gas companies struggle with several decision-makers involved in the sales process. Industry trend reports, insider insights, and regulatory updates will establish your brand as a trustworthy entity. |
| PCB Design & Manufacturing | 3.4% | PCB is a highly technical audience often looking for product specs. Providing them alongside downloadable CAD files and design guidelines does a good job of getting them through the door. |
| Pest Control | 3.7% | Pest control customers are typically searching for time-sensitive services and will have concerns about the price and company experience. Provide free consultations, pricing information, and customer testimonials/case studies. |
| Pharmaceutical | 2.4% | Pharma clients typically have a longer sales cycle due to concerns about industry regulations and various approval stages. Offer visitors clinical trial results and research summaries to establish your authority within the industry. |
| Real Estate | 2.8% | Customers in real estate are typically overwhelmed with the sheer amount of options they are looking at. Sticky CTAs, as well as offers for market updates in their area, have a high rate of return in these instances. |
| Software Development | 2.9% | Software developers struggle with the need for custom solutions rather than off-the-shelf products. Provide pages dedicated to your building process as well as free consultations/quotes. |
| Solar | 2.3% | In addition to high upfront costs, some solar companies have a bad reputation for overpromising. Provide visitors with case studies and industry certifications to prove that you are a trustworthy partner. |
| Staffing & Recruiting | 2.5% | S&R companies struggle with multiple audiences – applicants and employers. Target both with a combination of company comparison options as well as industry-specific pages detailing past successes. |
| Transportation & Logistics | 2.4% | Opaque pricing practices and long freight quote forms typically bog down top-of-funnel activity. Get around this with transparent information coupled with a simple contact form for the sales team to follow up on. |
Average Traffic-to-Lead Conversion Rate by Traffic Source
| Traffic Source | Explanation | Conversion Rate |
| SEO | Organic traffic funneled through a comprehensive keyword-oriented digital marketing strategy. | 4.1% |
| SEM/PPC | Paid leads derived from paid Google ads used to generate short-term results. Typically colder than organic leads. | 2.7% |
| Email marketing typically targets warmer leads who have already left their information with the company for further contact. | 3% | |
| Direct | Direct leads refer to visitors who have directly typed your URL into the Google search bar, suggesting they have it already in mind or bookmarked it. | 3.7% |
| Referral | Not the warmest leads, but not the coldest, either. A trusted resource recommended these visitors to your website/company for further research. | 3.3% |
| Social Media (Organic) | These leads have likely interacted with your brand before, liking, commenting on, or sharing your company’s posts on various social media platforms. | 3.1% |
| Social Media (Paid) | Paid social leads are typically a bit colder than organic leads, responding to targeted advertisements on their feeds. | 2.4% |
| PR | Leads coming in through PR have seen your work with previous clients and are wondering what you can do for them. | 1.8% |
| Account-Based Marketing (ABM) | Leads generated by a targeted ABM campaign have been extensively warmed up by various articles and ads by the time they become leads. | 2.9% |
| Video Marketing | Video marketing is typically suited for more educational content, making leads from this source colder since they are at an earlier stage of the sales cycle. | 2.4% |
| Public Speaking | All three of these channels produce very warm leads through face-to-face interactions that encourage engagement and build trust in the eyes of the audience. | 3.5% |
| Trade Shows | 2.8% | |
| Webinars | 3.2% |
Average Traffic-to-Lead Conversion Rate by Page Type
| Page Type | Example | Conversion Rate |
| Product Landing Page |  | 3.2% |
| Service Landing Page |  | 3.3% |
| Application Landing Page |  | 3% |
| Industry Landing Page |  | 3.1% |
| Case Study |  | 2.8% |
| Problem & Solution? FAQ Page |  | 1.9% |
| Thought Leadership Article or Blog Post |  | 2.1% |
| Hub Page |  | 1.4% |
| White Paper |  | 3.3% |
Improving Your Website Traffic-to-Lead Conversion Rate
Often, companies can improve their conversion rates by reducing the commitment that visitors feel when reaching out. This can take the form of:
- Offering free quotes or consultations
- Utilizing gated materials (e.g., industry reports and research data) to entice visitors to leave their contact information
- Streamlining your contact form to lower the barrier to conversion
Knowing exactly what to do, however, requires a deep understanding of where your particular campaign is falling short. Diagnosing those shortcomings accurately – without endless iteration and adjustment – demands extensive firsthand experience.
For this reason, most companies choose to outsource this work to an experienced partner. Our agency has worked with thousands of companies to improve their website traffic-to-lead conversion rates, effectively turning their websites into organic lead-generation machines with expert-level thought leadership SEO. If you’d like to discuss a partnership with our agency, contact us here.
