How This Applies to Home Care Marketing
Conversion rate is a critical metric for home care agencies because traffic alone doesn’t build census—conversions do. A website converting 5% of visitors generates three times as many leads as one converting only 1.5%, without any additional traffic investment.
Typical home care website conversion rates range from 2-5%, but this varies significantly by traffic source. Branded searches and referral traffic often convert at 10%+ while generic informational traffic may convert under 1%. Understanding conversion rates by source helps allocate budget effectively.
Key Takeaway
Track conversion rates separately by traffic source and landing page. Prioritize improving conversion rates on high-traffic pages and high-intent traffic sources. Even modest improvements compound—a 1% increase in conversion rate can mean dozens of additional leads annually.