Websites. Reviewed October 29, 2026
Conversion rate
Also called: Website conversion rate
Conversion rate is the share of visitors who take the action a page exists for, such as calling or submitting a form, and doubling it is worth as much as doubling traffic at a fraction of the cost.
In practice
A contractor site converts on the phone number in the header, a button that works with a thumb, a price range on the service page and reviews near the form. The page also has to load before the visitor gives up. Most sites fail at two of the five.
Measure it per page and per source. Ad traffic and search traffic convert differently, and the home page is rarely the best landing spot for either.
Related terms
- Conversion rate optimizationConversion rate optimization is changing a page's layout, copy, forms and buttons, then measuring, so a larger share of the same visitors call or book.
- Call to actionA call to action is the button or line that tells the visitor what to do next, such as Call now, Get a quote or Book online, and every page needs one visible without scrolling.
- Landing pageA landing page is a page built for one campaign and one action, usually without the main navigation, with a single offer, so visitors from an ad do what the ad promised.
- Sales funnelA sales funnel is the sequence from stranger to paying customer: searches, visits, leads, booked estimates, closed jobs, with a conversion rate at each step.
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