The Home Service Website Metrics That Actually Matter
Seven numbers worth tracking every month, the metrics that mislead without context, and how to turn website data into decisions.
"Traffic is vanity, leads are sanity, and revenue is reality. Stop worrying about overall hits and start measuring how many qualified calls your site generates."
The 3 Numbers Every Contractor Should Track Monthly
1. Total Lead Volume: Sum of direct calls and form submissions.
2. Cost Per Acquired Lead: Total website subscription cost divided by total leads.
3. Local Organic Rankings: Position in the map pack for top 5 service keywords.
Key Takeaways
- Focus on organic phone calls and estimate requests, not raw impressions.
- Mobile conversion rate is the single best indicator of website health.
- Ignore vanity metrics like bounce rate unless paired with conversion data.
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