Creating and optimizing a marketing strategy to drive traffic to your website can be a daunting task. It can also be disheartening if you are not receiving the number of visitors you think your site should be getting after putting in all that effort. So how many visitors should your website be getting?
It depends. With more than 1.9 billion websites on the internet today, it is impossible to provide one number, or even a range, to accurately answer this question. Fortunately, there is data as well as tools and other resources to help you make an educated guess for websites in your industry.
Our partners at HubSpot surveyed over 400 web traffic analysts in the U.S. to gather data on various metrics including their monthly traffic, bounce rate, click-through rate, and the strategies they use to rank on search engine results pages. The majority tracked analytics for B2C websites, while the rest tracked for B2B sites to give you insight on how many visitors a website typically gets and where these visitors come from.
When asked how many total visitors the website got, they tracked analytics for a month, and the majority answered between 1,001 and 15K. Here’s the breakdown:
These percentages change when you consider other factors, like the size and age of the website. Let’s look at those breakdowns below.
Since website size might refer to the company size (ie. the number of employees) or to the amount of content on the website, we looked at both factors and how that affected total monthly visitors.
According to the HubSpot survey of over 400 web traffic analysts, the number of employees correlates to the number of monthly visitors — but more employees doesn’t always mean more visitors. Sites with over 1000 employees did make up the majority that get between 50,001-250K and 250,001-10M total monthly visitors. They were also the only sites that get over 10 million total monthly visitors.
However, approximately 8% of companies with fewer than 10 employees get between 250,001-10M total monthly visitors whereas 0% of companies with 11 to 200 employees do. Also, approximately 31% of companies with 201 to 500 employees get between 50,001-250K and 250,001-10M total monthly visitors, which is higher than the percentages of companies with 5001 to 1000 employees and companies with more than 1000.
According to the data, the less frequently you publish, the fewer visitors you get per month and vice versa. For example, 36% of sites that publish multiple times a day get between 1,000 and 15K monthly visitors whereas 100% of websites that publish once a quarter or less do. Also, only sites that publish multiple times a day get over 10 million total monthly visitors.
Knowing how many total monthly visitors websites get on average is important — but it’s also important to know where these visitors are coming from. It can help you determine whether you should invest more in email, ads, or social media, for example, or in ensuring your site is mobile-friendly. Let’s take a look at the results of the HubSpot survey below.
According to HubSpot data, the distribution of website traffic by source is:
As you analyze other companies and industries, you can assume that direct traffic, organic search, and social are the top web traffic sources.
According to this HubSpot data, the distribution of website traffic by device type is:
Other data suggests that mobile makes up an even greater percentage of website traffic worldwide. In fact, mobile has accounted for approximately half of web traffic worldwide since 2017 according to data from Statista.
How do you scale this information to your business? There are a series of factors to consider when determining how many visitors your site should get and setting a “good” number — or benchmark — as your goal. Let’s take a look.
The answer to this question depends on a few factors. First, are you evaluating a B2B, B2C, or hybrid company? B2B companies have a target audience of other businesses and organizations. B2C companies target direct consumers.
One can infer that the potential for more unique monthly visitors for B2C companies is greater than that of B2B companies simply because their target audience is exponentially larger. B2B companies use niche marketing to sell particular products or services to a specific group of businesses while B2C companies focus their strategy on the needs, interests, and challenges of people in their everyday lives.
Data from the HubSpot survey of over 400 web traffic analysts provides mixed results, however. While 22.5% of B2C sites get between 40,001-100K unique monthly visitors, only 16.7% of B2B websites get that amount. However, 16.7% of B2B sites get over 100K unique monthly visitors and only 14.7% of B2C sites do.
Taking note of this data, determining how many monthly unique visitors is “good” for your company depends on your answers to the following questions:
To make an accurate guess of where your company should be, determine the industry standard. To do this, evaluate your competition. Using tools like the previously mentioned SimilarWeb and SEMRush, you can create a general overview of your competitors, and use these statistics to establish an average for your industry.
The more content you have available on your site, the more opportunities you create for visitors to find it. How much new content are you producing? The size of your team will affect the amount of content you’re able to create. If you find that you’re unable to produce new content, consider expanding the size of your team to meet your needs.
To fix something, you need to know if it’s broken. Evaluate whether your content strategy is working. Are you ranking for your keywords? (Advent Trinity uses SpyFu for this metric.) Have you seen an increase in views over the last few months? Where is the bulk of your traffic coming from? Once you can determine how your site is currently performing, you can take active steps to create an effective content strategy.
Search volume for your targeted topics is directly related to the demand for that information, product, or service. High search volume can mean more visitors; however, this is directly affected by the competitiveness of your keywords.
A combination of these factors affects your website’s unique visitors per month, but it boils down to competition. The more competitive your target keywords, the harder it is to rank on the first page of a SERP. The more competitive the industry, the greater the chances of having potential website visitors split among the competition.
For example, in the HubSpot survey, 29.4% of B2C websites described the competitiveness of their target keywords as above average, or highly competitive, whereas only 25.4% of B2B sites did.
Establishing a safe and secure website with an SSL certificate can boost your reputation and relationship with future consumers. Not only does it mean less time worrying about potential security incidents, but it allows your visitors to insert their information into your systems with confidence.
Businesses must ensure that their content is accessible. Accessibility is not a feature, and making your website convenient to all visitors is not a bonus but a necessity.
If your site isn’t mobile-friendly for cell phone users, you’re cutting off a large portion of potential visitors. According to data from Statista, the number of unique mobile internet users stood at 4.66 billion in 2021, indicating that over 92 percent of the global internet population use a mobile device to go online.
Optimizing your website for mobile is therefore essential. Over 50% of the web traffic analysts surveyed by HubSpot said that it was one of the SEO strategies they leverage.
Click-through rate and bounce rate are metrics that help determine the user experience on your website. You should evaluate them together.
Click-through rate is the percentage of people who visit your page after it comes up in a search. Bounce rate is the percentage of people who arrive and leave your web page quickly after landing on it. A high click-through rate is positive; a high bounce rate is negative. A high bounce rate tells search engines that your content isn’t relevant to the users and negatively affects your rank.
In the HubSpot survey of over 400 web traffic analysts, the average click-through rate and bounce rate ranged widely. However, most of the websites (67%) had a click-through rate between 10-39%, while the majority (43.8%) had a bounce rate between 21-40%. These are good benchmarks to use for your site.
Ultimately, it comes down to how consistent you are in the tips featured above: Keep up with industry best practices to guide your knowledge on MSV (monthly search volume), periodically evaluate your content to boost your SEO, and update your information to guide your goals.
There is no magic number when it comes to monthly website visitors. Evaluate your website and use your current metrics to determine where you want to be in one, six, or 12 months from now. Changes rarely happen overnight. Set reasonable goals with realistic timelines, and you’ll eventually see growth.