Conversion Rate
What percentage of your website visitors actually become customers.
The Tradie Take
If 100 blokes walk into your workshop and 5 book a job, that's a 5% conversion rate. If you rearrange your showroom, add clear signage, and put your prices on display, suddenly 10 out of 100 book. You haven't spent a cent on more visitors - you just made it easier for the ones already there to say yes.
Definition
Conversion rate is the percentage of website visitors who complete a desired action - usually calling or booking. If 100 people visit and 5 call for a quote, your conversion rate is 5%. It's the single most important marketing metric for tradies because it tells you how well your site turns lookers into bookers. Doubling your traffic is good. Doubling your conversion rate without spending more on traffic is better.
How It Works
- 1 Conversion Rate = Number of Conversions / Total Visitors × 100
- 2 Even small improvements in conversion rate can mean many more jobs
- 3 Factors that affect it: site speed, mobile usability, clear CTAs, trust signals
- 4 Tracking it over time shows you whether your site changes are working
Tips for Tradies
- Track your conversion rate from day one so you know if changes help or hurt
- Focus on clearing obstacles - long forms, slow pages, unclear pricing all kill conversions
- A 1% improvement in conversion rate can double your jobs without spending more on ads