The typical website turns 2.5% of visits into leads
Across businesses that use SourceLoop, the median website converts 2.5% of its visits into a lead: a form fill, call, chat, or booked meeting. The top quarter convert 6% or more, and the bottom quarter 1.3% or less. A rate between 1.3% and 6% is normal for a whole website.
View data
| Label | Value |
|---|---|
| Bottom quarter | 1.3% |
| Typical business | 2.5% |
| Top quarter | 6.0% |
This is a rate for the whole site, counting every visit. A single landing page built for one offer converts higher, because everyone who reaches it came for that offer (see section 06).
Paid search converts at 3.8%, twice the rate of organic search
Visits from paid search turn into leads at 3.8% for the typical business, twice the 1.9% of organic search. People who click a search ad were searching for the service and are close to reaching out. Referral visits come second at 2.7%, and paid social and Direct trail at 1.7%.
View data
| Label | Value |
|---|---|
| Paid search | 3.8% |
| Referral | 2.7% |
| Organic search | 1.9% |
| Direct | 1.7% |
| Paid social | 1.7% |
Paid social converts at less than half the rate of paid search. Its visitors are often seeing an offer for the first time while scrolling, so many leave and come back later through another channel.
The top quarter of businesses convert over 10% of paid search visits
The typical rate hides a wide spread. For paid search, the middle half of businesses convert between 2.5% and 10.5% of visits. Organic search ranges from 0.9% to 6%, and Direct is the most consistent channel, between 0.6% and 2.8%.
If your rate sits below the band for a channel, the visits are reaching you but the page is not giving them a reason to get in touch. If it sits above it, that channel deserves more budget.
72% of paid social leads arrive on a phone, 18% of organic search leads
Where a lead comes from decides the screen it arrives on. About seven in ten leads from paid social arrive on a phone, and half of paid search leads do. Organic search and Direct leads come mostly from computers, with fewer than one in five on a phone.
The paid social figure comes mostly from businesses that sell to consumers, and it held for every one of them: between 61% and 89% of their paid social leads arrived on a phone, with most of the rest on a tablet. Social ads run mainly inside phone apps. Business-to-business ads, such as LinkedIn's, likely reach more people at a desk.
Phones convert at 1.9%, close to computers at 2.1%
For the typical business, a visit on a phone turns into a lead at 1.9%, and a visit on a computer at 2.1%. Computers come out ahead for only about half of businesses, so a phone visit is worth nearly as much as a desktop one.
View data
| Label | Value |
|---|---|
| Computer | 2.1% |
| Phone | 1.9% |
Dedicated landing pages convert at 6.6%, and email visitors at 19%
Unbounce's study of more than 41,000 landing pages puts the median landing page conversion rate at 6.6%. By channel, visitors from email converted at 19.3% on average, ahead of paid social at 12% and paid search at 10.9%. These are pages built around one offer, so they run higher than a whole website.
View data
| Label | Value |
|---|---|
| 19.3% | |
| Paid social | 12.0% |
| Paid search | 10.9% |
What to do with this
Methodology
SourceLoop figures come from aggregated, anonymous visit and lead data from businesses that use SourceLoop, April 2025 to October 2026. Conversion rate is leads divided by visits. A lead is a form fill, call, chat, or booked meeting, with duplicates removed. A lead's channel is the channel of the visit it converted on, and its device is the device of that visit.
Each business's rate is calculated on its own, and the figures shown are medians and quartiles across businesses with steady visit and lead volume, so no single business dominates a result. Public figures are quoted from their original publishers, linked below. We refresh this report as new data comes in.
Sources
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SourceLoop, "Visit and lead data from businesses that use SourceLoop"April 2025 to October 2026 · Aggregated and anonymous, see Methodology -
Unbounce, "Conversion Benchmark Report"2024 · 41,000+ landing pages, 57 million+ conversions
Cite this report
You're welcome to use any stat, chart, or dataset from this report. Please link back to this page.
SourceLoop, "Lead conversion rate benchmarks", updated October 2026. https://sourceloop.ai/reports/lead-conversion-rates/ 
Paid Social
