Is My Website Working? 7 Numbers Worth Checking

Most small business owners judge their website by how it looks. A better question is simpler: is it bringing me customers? Here are seven numbers that answer that, none of which require a marketing degree. Check them once a month and you will know more about your website than most businesses ever do.

First, decide what "working" means

For most small businesses, a website is working when people who visit it contact you, call you, book or request a quote. Visits, likes and page views matter only if they lead to that. So every number below ties back to one question: are more of the right people taking action?

1. Contact actions

This is the most important number. Count how many people contacted you through your website each month: form submissions, calls, clicks on your phone number, clicks on your email address and WhatsApp or booking-link clicks. If you do not track these yet, set them up first. In Google Analytics you can record them as events. A simple count at the end of each month is enough to start.

2. Where your visitors come from

In Google Analytics, look at how visitors reach you: search, your Google Business Profile, social media, direct, referrals or ads. This tells you what is actually bringing people in and which channels are worth more effort. If almost nobody arrives from search, that points to an SEO problem, not a design problem.

3. Search impressions and clicks

Google Search Console is free and shows how often your site appeared in search results (impressions), how often people clicked (clicks) and for which searches. Rising impressions mean Google is showing you more. A big gap between impressions and clicks often means your page titles and descriptions are not compelling. If you have not set Search Console up, that is the first thing I would do. You can only fix what you can see.

4. Google Business Profile actions

For a local business, your profile often drives more contact than your website does. The performance section shows calls, direction requests, messages and website clicks. Compare month to month. If those numbers are healthy but your site's own enquiries are not, the problem may be what happens after the click. For setup, see how to set up and optimize your Google Business Profile.

5. Conversion rate

Take your contact actions and divide them by your visits to get a rough conversion rate. If 400 people visit and 8 contact you, that is 2 percent. The exact figure matters less than the direction. Is it rising or falling? If visits are healthy but contacts are low, look at your message, your page layout, your contact form and your speed before you spend money on getting more traffic.

6. Mobile speed and experience

Most people visit on a phone. Test your site on PageSpeed Insights and check that it loads quickly, text is readable, buttons are easy to tap and the form works. A slow or awkward mobile experience quietly loses enquiries. The fixes are covered in website speed for small business.

7. Reviews: count, rating and recency

Look at how many Google reviews you have, your average rating and how recent the latest ones are. People check these before they choose you. A steady trickle of new reviews is a good sign. If yours have gone quiet, how to get more Google reviews has a simple system you can start this week.

A simple monthly routine

1. Write down this month's contact actions (forms, calls, clicks).
2. Check where visitors came from in Google Analytics.
3. Open Search Console and note impressions and clicks.
4. Open your Business Profile performance and note calls, directions and website clicks.
5. Record your review count and rating.
6. Compare with last month and write one sentence about what changed.

Ten minutes a month is plenty. Keep the results in a spreadsheet so you can see the trend.

What the numbers tell you to do

When to get help

If you check these and still are not sure what is wrong, an outside view helps. I look at a site's speed, structure, search setup and contact path, then tell you plainly what is costing you customers and what I would fix first. You can ask for a free audit, or see real projects and results to get a feel for how I work.