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Grade your website, and see what it is costing you

A website is graded on two things here: can Google find and understand it, and does it turn visitors into enquiries. Type your address for an instant grade of the basics, then put in your visitors and enquiries to see your conversion rate against UK benchmarks and what each extra point is worth in pounds.

A grade out of 100
Your conversion rate vs your sector
What one more point is worth

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Your conversion rate

Visitors a month

Enquiries or orders a month

What a customer is worth

Enquiries that become customers

Your sector

2%Conversion rate

2–5%Typical for local services

2% is within the typical 2–5% for local services.

Rather have a person look at it? We will go through your numbers with you on a free 30-minute call.

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What conversion rate should your website have by sector?

Conversion rate is the share of visitors who call, fill in a form, book or buy. It varies by sector because the decision varies: someone with a burst pipe calls the first plumber who looks reliable, while someone choosing an accountant reads three sites first.

Where visitors come from matters as much. People who searched Google for your exact service convert far better than people from a social post, so a site with mostly social traffic can look low against these ranges and still be working. Compare yourself with your own past months too.

Typical UK website conversion rates by sector
Sector	Typical range	Strong
Local services	2–5%	Above 5%
Trades	3–7%	Above 7%
Online shops	1–3%	Above 3%
B2B companies	1–3%	Above 3%
Hospitality	2–6%	Above 6%
Professional services	2–5%	Above 5%

Typical 2026 visitor-to-enquiry (or order) rates, the same figures the calculator uses. Your traffic sources move them a lot.

What does a website grader check for SEO?

The SEO half covers what Google needs to list the page well: a title of sensible length, a meta description, one main heading, a mobile viewport, HTTPS, a canonical tag, alt text on pictures, and nothing telling Google not to index the page.

These are basics, not ranking secrets. A page can pass them all and still rank poorly if its content is thin or no other site links to it. But a page that fails them often has a problem nobody noticed, such as a noindex tag left on after a redesign. The twelve checks and their weight:

Google may index the page, and a clear page title (12 points each).
Works on a phone, a tap-to-call number, an enquiry form and reviews (10 points each).
A meta description and one main heading (8 points each).
Page weight and HTTPS (6 points each).
Alt text on pictures and a canonical tag (4 points each).

Why does a website get visitors but no enquiries?

Usually because visitors cannot see quickly that you do what they need, where they are, and how to get in touch. If the page opens on a slogan and a stock photo, many leave before they scroll.

The fixes are rarely expensive. Each one removes a reason to leave, and none of them needs a new website.

A main heading that says what you do and where.
A phone number visitors can tap, at the top of the page on phones.
A short form: name, phone or email, and a message.
Three short reviews with names, and your Google rating.
A page that loads quickly on a phone signal.

How much is a better conversion rate worth?

More than most people expect, because it multiplies the traffic you already have. At 1,000 visitors a month, moving from 2% to 3% means 10 more enquiries every month.

To put pounds on it, the calculator multiplies the extra enquiries by your close rate and the value of a customer over twelve months. If you win half your enquiries and a customer is worth £400, those 10 extra enquiries are worth about £24,000 a year.

That is why it often pays to fix the website before buying more traffic: every pound of ads or SEO afterwards works harder.

How the tool works

Type your website address for the grade: titles, headings, mobile, speed signals, contact options and trust signals.
Put in your monthly visitors, enquiries and what a customer is worth.
See your conversion rate against the typical range for your sector.
See what one more point of conversion is worth a year, and the fixes most likely to get it.

How Scale Oxford helps

Turn more visitors into enquiries with Scale Oxford

This grade covers one page in seconds. Our SEO audit looks at every page, your rankings, your competitors and how visitors use the site, then gives you the fixes in the order most likely to bring enquiries.

Check every page for the technical problems that stop Google listing it, from noindex tags to broken links.
Review each key page for what loses enquiries: unclear headings, hidden phone numbers and long forms.
Set up tracking so you see your real conversion rate by page and by source, and whether each fix worked.

Book a free call See our SEO audit service

Case study · CroweScale Oxford redesigned the UK website of Crowe, and enquiries from it rose by 189%. Its services were filed under department names, and the contact details sat at the bottom of each page. Each service now has its own page and one clear next step.↑ 189%More enquiries from the website↑ 2.6xHigher conversion rate↓ 79%Faster on mobileRead the case study →

Questions people ask

What is a good website conversion rate in the UK?

For enquiry-led service businesses, 2–5% of visitors becoming an enquiry is typical and above 5% is strong. Online shops usually convert 1–3% of visits into orders. Your sector and how visitors arrive change this a lot.

How is conversion rate calculated?

Enquiries (or orders) divided by visitors, times 100. If 1,000 people visit and 25 get in touch, your conversion rate is 2.5%.

What does the grader check?

The page title and description, headings, whether it works on a phone, how heavy the page is, a phone number and a contact form, reviews or trust marks, and whether Google is allowed to index it. It reads your home page only.

Is this a full SEO audit?

No. It checks the basics on one page in seconds. A full audit covers every page, your rankings and your competitors.

Why is my score different on other website graders?

Each grader checks different things and weights them differently. This one reads your home page and focuses on SEO basics and lead capture, while others run speed tests, count backlinks or read many pages. Use the individual checks, not the number, to decide what to fix.

Does the grader test page speed?

Not directly. It measures how heavy the page's HTML is, one cause of slow pages, and flags anything over 300 KB. For a full speed test use Google's PageSpeed Insights, which tests loading on a simulated phone and shows real visitors' data where Google has it.

How many visitors does a small business website need?

Fewer than many think, if they are the right ones. A local service business with 500 visitors a month from people searching for its service, converting at 3%, gets 15 enquiries. Raising the conversion rate is often cheaper than doubling the traffic.

Should my enquiry form be on the home page?

Yes, or one tap away from every page. Many visitors arrive on the home page from Google and decide in seconds, and a short form catches the ones ready to ask. Keep it to three or four boxes; every extra box loses some people.

Do reviews on my website help SEO?

They help conversion more than rankings. Visitors trust a business they see other customers praise, so reviews near the form usually lift enquiries. For local rankings, the reviews on your Google Business Profile count for far more.

What is a canonical tag?

A line in the page's code that tells search engines which address is the main version of the page. It stops Google treating copies, such as the same page with and without tracking codes, as separate pages competing with each other.

How often should I grade my website?

After every redesign, theme change or new page template, and otherwise every few months. Updates often change titles, remove phone links or add a noindex tag without anyone noticing, and a quick check catches it the same day.