Conversion rate formula
Conversion rate = Conversions ÷ Visitors × 100
1,500 visitors and 45 enquiries → 3% conversion rate.
What is a good conversion rate?
Most websites convert 1–3% of visitors. Well-optimised service landing pages often reach 5–10%, and lead forms on paid traffic can go higher.
10 quick ways to improve conversions
- Make the headline state a clear benefit.
- Put the primary call-to-action above the fold.
- Add WhatsApp and click-to-call buttons.
- Show reviews, ratings and client logos.
- Reduce form fields to the essentials.
- Speed up the page — every second counts.
- Use real photos instead of stock images.
- Add pricing or "starting from" prices.
- Answer objections with FAQs.
- A/B test one change at a time.
Why small improvements matter
| Monthly visitors | Conversion rate | Leads |
|---|---|---|
| 5,000 | 1% | 50 |
| 5,000 | 2% | 100 |
| 5,000 | 3% | 150 |
Going from 1% to 2% doubles your leads, without paying for one extra visitor.
What counts as a conversion?
- Form submission
- Tap on a phone number or WhatsApp button
- Online purchase or booking
- Brochure download
Set these up as key events in GA4, so that you measure actions that matter.
Always compare like with like: a page for ready-to-buy Google Ads traffic will usually convert better than a blog post, so measure each page and channel separately.
Also see our guide to conversion-focused website design.