A website should earn its keep. These metrics show whether it is bringing business, not just visitors.
Core KPIs
| KPI | Why |
|---|---|
| Visitors by source | Which channels bring people |
| Enquiries (forms, calls, WhatsApp clicks) | Business interest |
| Conversion rate | How well pages persuade; calculate with our calculator |
| Top landing pages | What attracts visitors |
| Organic search clicks | SEO progress |
| Mobile vs desktop | Where to focus design |
| Page speed | Experience and conversions |
| Cost per lead (with ads) | Efficiency; use our calculator |
Tools
Google Analytics, Search Console, ad platforms and your CRM or lead sheet.
Monthly review
- Compare with last month and last year.
- Note best and worst pages.
- Pick one improvement for next month.
Read marketing KPIs.
Want the full picture? This article is part of Business websites: the complete guide, our in-depth guide with everything in one place.
