How many leads should I be getting from my website?
If you think about your website as a sales manager would think about a sales rep, one of the key metrics is the number of leads that are generated. Just like a sales rep has a call-to-appointment ratio, your website has a visitor-to-lead ratio. Given that visitors from the Web come to your website from all different countries with different needs, a good conversion rate is 2% of your total Web traffic. This number should be higher when you measure conversions against visitors from your local market. We track this number relentlessly in our Quarterly Strategy Reviews.