The short answer
Pick the benchmark that measures what you measure. If you divide website leads by unique visitors, compare yourself with First Page Sage's industry table1. If you are judging a paid campaign landing page, use Unbounce's medians3. If you track qualified leads across online and offline channels, Ruler Analytics is the closer match7. None of them replaces your own trend over time.
Key B2B conversion rate benchmarks
Why B2B conversion benchmarks disagree
Before using any number below, check three things about it.
- The denominator. A whole-site rate divides leads by every unique visitor, including people reading a blog post or looking for a job. A landing page rate divides by visitors to one focused campaign page, most of whom arrived from an advert or email with a single purpose. The second will almost always be higher.
- The numerator. Some studies count any form submission or trial sign-up. Others count only qualified leads or sales, and include phone calls and other offline conversions.
- The sample. Every study here is built from the publisher's own customers or clients. Those companies chose that vendor, so they are not a random sample of B2B websites, and none of the studies publishes per-industry sample sizes.
The rest of this page takes each study in turn.
First Page Sage: B2B conversion rates by industry
Method. First Page Sage, a US SEO agency, reports average conversion rates from its own client data gathered between January 2022 and August 2025, published in September 2025. It defines the conversion rate as the share of unique website visitors who performed a conversion action, such as a free trial or a demo request1.
| Industry | Average conversion rate |
|---|---|
| B2B SaaS | 1.1% |
| Software development | 1.1% |
| Engineering | 1.2% |
| Environmental services | 1.3% |
| Transportation and logistics | 1.4% |
| IT and managed services | 1.5% |
| Medical device | 1.6% |
| Commercial insurance | 1.7% |
| Heavy equipment | 1.7% |
| Biotech | 1.8% |
| Solar energy | 1.8% |
| Construction | 1.9% |
| Financial services | 1.9% |
| Pharmaceutical | 1.9% |
| Manufacturing | 2.2% |
| PCB design and manufacturing | 2.4% |
| Oil and gas | 2.5% |
| Industrial IoT | 2.6% |
| Staffing and recruiting | 2.9% |
| Legal services | 7.4% |
The table shows the 20 B2B-relevant industries from the 24 published; the others are addiction treatment, higher education, HVAC services and real estate.
Limits. The sample size is not stated, and the data comes from one agency's client base. The page says it covers 25 industries but lists 24. Its visible "last updated" date (18 September 2025) differs from the date in its structured data (23 December 2025). Treat the figures as a reasonable whole-site reference, not a census.
First Page Sage: B2B conversion rates by channel
A companion report gives B2B rates by marketing channel, calculated as leads from a channel divided by visitors from that channel over a year2.
| Channel | B2B conversion rate |
|---|---|
| Account-based marketing | 3.8% |
| Public speaking | 2.9% |
| Thought leadership SEO | 2.6% |
| Email marketing | 2.4% |
| Webinars | 2.3% |
| Organic social | 1.7% |
| PPC and paid search | 1.5% |
| Video marketing | 1.3% |
| Paid social | 0.9% |
| Trade shows | 0.7% |
| Outdoor advertising | 0.6% |
| PR | 0.3% |
| Direct mail | 0.3% |
Limits. The report (last updated March 2025) is inconsistent about its own period: the body says 2018 to 2024, the meta description 2016 to 2021. It does not define how offline channels such as trade shows map to website visitors. Use it for the rough order of channels, not precise targets.
Unbounce: landing page conversion benchmarks
Method. Unbounce's 2024 Conversion Benchmark Report analysed more than 41,000 landing pages built on its platform, with over 464 million unique visitors and 57 million conversions between 23 July 2023 and 23 July 20243, 6. It reports medians, so half of pages did better and half worse. Pages with fewer than 50 visitors or no conversions were excluded, as were categories with fewer than 400 pages6.
| Segment | Median conversion rate | Source |
|---|---|---|
| All industries | 6.6% | Unbounce |
| Commercial and professional services | 6.1% | Unbounce |
| SaaS | 3.8% | Unbounce |
| SaaS, traffic from email | 16.9% | Unbounce |
| SaaS, traffic from paid search | 4.1% | Unbounce |
| SaaS, traffic from paid social | 2.9% | Unbounce |
The same report found that LinkedIn traffic converted 4 to 5 times worse than Facebook and Instagram traffic, while noting that it measured the number of conversions, not their value3. For B2B, where a LinkedIn lead may be worth far more, that caveat matters.
Limits. These are campaign landing pages, not whole websites, so they are not comparable with a site-wide rate. The report does not define a conversion beyond counting conversion events, and "commercial and professional services" includes consumer services such as home repair, so it is not a pure B2B segment.
Ruler Analytics: qualified leads, including offline
Method. Ruler Analytics, a UK attribution company, reports benchmarks from its platform: more than 110 million sessions and 5 million conversions across 13 industries in its 2026 edition (published May 2026). It counts a conversion as a qualified lead or sale, and its tracking includes offline conversions such as phone calls7.
Its 2026 average across all industries is 5.13%. B2B-relevant industries include software at 7.6%, legal at 7.9%, finance at 6.3%, marketing and advertising at 6.2%, professional services at 6.1% and construction and engineering at 4.9%7. The same page keeps its 2025 full-year figures for B2B segments by channel:
| Channel (2025 data) | B2B services | B2B tech | B2B ecommerce |
|---|---|---|---|
| Paid search | 3.4% | 1.5% | 1.7% |
| Direct | 2.7% | 1.5% | 2.1% |
| Social media | 2.4% | 0.3% | 0.4% |
| Organic search | 2.3% | 2.5% | 1.5% |
| 2.2% | 2.5% | 2.5% | |
| Referral | 1.6% | 1.9% | 3.9% |
Limits. The 2026 period is not stated, nor are sample sizes by industry or channel. The 2026 software figure (7.6%) and the 2025 B2B tech channel figures (1.5% to 2.5%) are hard to reconcile, which suggests the industry groupings changed between editions. Because it counts calls and offline sales, it suits businesses where the phone matters, and it is not directly comparable with form-only rates.
The studies side by side
| Study | What it measures | Data | Best used for |
|---|---|---|---|
| First Page Sage | Leads divided by unique visitors, whole site | Agency clients, 2022 to 2025 | Whole-site comparison by industry |
| Unbounce | Conversions on campaign landing pages (medians) | 41,000+ pages, 2023 to 2024 | Judging a paid or email landing page |
| Ruler Analytics | Qualified leads and sales, online and offline | 5 million+ conversions, 2025 and 2026 | Businesses that track calls and quality |
A figure often repeated online, that the average B2B conversion rate is 2.35%, is attributed to HubSpot. We could not trace it to a primary HubSpot publication with a stated method, so it is not used here.
How to benchmark your own B2B website
- Use the right denominator. Calculate leads divided by unique visitors for the whole site, then separately for each page type and each channel. A blended figure hides more than it shows.
- Exclude the noise. Remove job applicants, existing customers seeking support and spam from the lead count, and your own staff from the visitor count.
- Add quality. Record the share of website leads that sales accepts. A rate of 1.5% with strong leads beats 3% with weak ones.
- Compare with yourself first. Track the same definition month by month. Your own trend is the only benchmark that shares your traffic mix, prices and sales cycle.
- Then compare with the closest study. Match the measure and the industry, and read the figure as a rough range rather than a target.
If your rate sits well below the range for your industry, the usual causes are traffic that does not match your offer, high-intent pages that do not make the next step obvious, or a form that asks too much. Our B2B CRO guide covers how to find and fix each one, and our guide to CRO for low-traffic B2B websites explains how to judge changes when traffic is too small for A/B tests.
Where Artiweave fits
Artiweave finds opportunities on the website you already have from evidence (a crawl, Search Console and performance data), proposes specific changes, and lets your team approve, edit or reject each one before it is published with automatic rollback. It then measures the outcome and says plainly when a result is inconclusive or traffic is insufficient. It is in private beta.
Frequently asked questions
What is the average conversion rate for a B2B website?
There is no single average. Measured as leads divided by unique visitors across a whole site, First Page Sage's client data shows 1.1% for B2B SaaS, 1.5% for IT and managed services, 2.2% for manufacturing and 7.4% for legal services1. Studies that measure campaign landing pages or qualified leads report different, usually higher, figures.
Why do B2B conversion rate benchmarks disagree?
They measure different things: some divide leads by all website visitors, some measure only campaign landing pages, and some count qualified leads including phone calls. Their samples come from each company's own clients, cover different years and use different industry labels.
What is a good B2B landing page conversion rate?
Unbounce's 2024 report, covering more than 41,000 landing pages, gives a median of 6.6% across all industries3, 3.8% for SaaS4 and 6.1% for commercial and professional services5. A median means half of pages converted below that figure.
Sources
- First Page Sage: B2B Conversion Rates by Industry (published September 2025; client data, January 2022 to August 2025)
- First Page Sage: Conversion Rate by Channel (last updated March 2025)
- Unbounce: Conversion Benchmark Report (2024)
- Unbounce: SaaS conversion rate benchmarks (2024 report)
- Unbounce: Commercial and professional services conversion rate benchmarks (2024 report)
- Unbounce: Conversion Benchmark Report methodology (data from 23 July 2023 to 23 July 2024)
- Ruler Analytics: Conversion Rate Benchmarks by Industry (2026 edition, published May 2026, with 2025 B2B channel data)
Judge your website by its own evidence, not someone else's average.
Artiweave proposes changes your team approves, publishes them with automatic rollback and reports each outcome honestly, including when traffic is too low to tell. It is in private beta.