How many enquiries should a website get? It’s the question almost every business owner asks me, usually right after “is my website any good?”. The honest answer is that it depends on your traffic, your trade and your area. But there are real benchmarks you can measure yourself against, and I’ve pulled five of them from the monthly reports I send my clients.
The number that matters most: enquiry rate
Forget total visits for a moment. The figure that tells you whether your website is doing its job is the enquiry rate: the share of visits that turn into a call, a form or an email.
Work it out like this: enquiries in a month divided by website visits in the same month, times 100.
Across the local businesses I report on, a healthy site sits roughly between 3% and 6%. Below 2% usually means the pages are putting people off. Above 6% usually means the site is doing well and the next win is more traffic.
Benchmark 1: Wirral garden room company, 25 enquiries in a month
In August this garden room builder’s website brought in 25 enquiries. September was quieter at 18, but the enquiry rate held at 4.8% of visits, close to August’s 5%.
That’s the key lesson: the drop came from fewer visitors, not worse ones. When the rate holds, the site is fine and the job is traffic.
Benchmark 2: mobile wellness company, 2 to 5 enquiries
A mobile wellness and recovery company went from 2 website enquiries to 5 in a month after new local pages went live, a 5.6% enquiry rate. Small numbers, but for high value bookings each one matters, and the trend is what counts early on.
Benchmark 3: commercial cleaning company, up 45% in a month
For a Buckinghamshire commercial cleaning company, enquiry actions (forms, phone clicks and email clicks) went from 20 in April to 29 in May, up 45%. Website clicks from their Google Business Profile rose 69% in the same month.
Benchmark 4: organic visitors enquire more than paid
On the garden room site, organic visitors were enquiring at 3.5% per session while paid visitors were at 0.7% at the time. People who find you through a search result often arrive further along in their decision than people who clicked an ad.
Benchmark 5: one great page can carry the site
One location page on the same garden room site turned 28 of its 165 views into enquiry actions over 90 days. That’s 17%. When a page matches exactly what someone searched for and makes it easy to get in touch, the enquiry rate jumps.
So how many enquiries should a website get?
Here’s a simple way to set your own target:
- Find your monthly visits in Google Analytics.
- Multiply by 0.03 for a minimum and 0.05 for a good month.
- Compare with your real enquiries.
If you get 600 visits a month, you’d expect roughly 18 to 30 enquiries from a site that’s working well. If you’re getting 5, the pages are the problem. If you’re getting 25 and want more, you need more of the right visitors.
Make sure you’re counting properly
You can’t improve what you don’t measure. Set up key events in Google Analytics for form submissions, phone clicks and email clicks, and check them every month. A surprising number of sites I look at aren’t tracking calls at all, so the owner has no idea which pages bring in work.
Want your own benchmark?
I’ll look at your traffic and your site for free and tell you roughly how many enquiries you should be getting, and what’s in the way.
[Get your free website audit]
FAQ
What counts as an enquiry?
Anything that starts a conversation: a form, a tap on your phone number, an email click or a booking. Track each one separately so you know which works best.
Is a 2% enquiry rate bad?
For most local service businesses it’s on the low side. Check your headline, phone button and form first.
Should I judge my website on one month?
No. Look at three months together. Seasons, holidays and weather all move the numbers.
