Google Analytics – 18 Real Business Website Visitor Examples
18 Business Examples of Website Visitors
In this article we explore, using 18 real business examples, how many visitors you can expect or need, for best website and business performance. We explore how many visitors a website gets and where they are coming from.
The 18 businesses used in this case study come from the city of Adelaide in South Australia, which has a population of 1.3million. They vary from a lawyer, medical supply company, gift shop, business consultant to software agency. We’ve taken a year’s data (from 1/6/20 – 31/5/21) and divided the results by 12 to give an average monthly result.
The number of visitors these websites had, on average per month, varied from 65 to 8,462.
Website Visitor Numbers
Some examples of the seven businesses with less than 200 visitors are month are:
- An established business consultant who has a website to establish her authority and knowledge in her industry. She does not expect, or promote her website with a view to getting new clients. It is there should a member of the government or prospective board wish to research her and discover her expertise and skill set.
- A newly established side hustle for online courses based out of an existing business
- A sole trader who has established a very niche business that is struggling to find traction
- Two e-commerce sites that have struggled to find the best way to promote their businesses and get the online sales they were hoping for
Some examples of the six businesses with 300 – 1,000 visitors a month are:
- An online shop that is getting about 2-3 sales per month
- A small charity
- An international keynote speaker and author who pivoted, during Covid-19, his business from speaking and training engagements to online courses
The five businesses who had over 1,000 website visitors a month are:
- An established small law firm
- A successful niche education training provider
- A small manufacturing business
- A small website agency
- A medium sized, national (i.e. Australia wide) medical supply company
So what conclusions can we draw from the above?
In my experience, a website that is getting fewer than 200 visitors a month cannot usually expect to get any new leads or sales. And this is borne out by the examples. Those businesses that have less than 200 visitors aren’t getting any sales from their websites.
If your website exists for the sole purpose of being an online reference for customers, clients, members or stakeholders, and does not need to generate new leads or sales, then how many visitors it gets is not important to your business or organisation. The quality of the website, how it looks, navigates and how informative it is, are important, as you do want, whatever visitors you do get, to be impressed or confident in what they see. Some websites exist for this purpose and that’s ok.
Newer businesses and newer websites tend to get less website visitors than established ones. When a business starts out it has to get known – and this takes time. I speak to a lot of businesses through the advisory sessions I give in Adelaide and I find it usually takes two years before a business is viable. This is reflected in the website visitor numbers. Not surprisingly, the established businesses get more website visitors.
The businesses who have struggled to find success are generally not getting many website visitors. If it is a side-hustle with perhaps not the same investment as a full-time committed effort, or if the product or service is not well known or desired by consumers, or if the promotion has not been successful, this generally shows as low website visitor numbers.
The story behind some of the numbers
The website agency provides an interesting example getting just over 5,000 visitors a month. 4,000 visits to the website are to one blog article. I’ve spoken to a number of blog writers and there is often 1 – 3 articles that end up being very successful because they just happened to be the ones that pick up a lot of traction in Google searches. These articles often get people from all over the world reading them. If this website agency is only providing services to customers who live locally, these website visitors are not likely to become customers. So one could argue, that even though blog writing is great for your SEO, it could be wasted energy. How-ever if you have products or services that can be delivered to anyone anywhere in the world, blog writing could be an attractive option.
The keynote speaker who pivoted to online courses provides an interesting example especially compared with the niche education training provider and the website agency who had online courses as a side hustle. All three are established sole trader or partnership businesses who have been speakers, trainers, workshop facilitators and moved to online courses and seminars during Covid-19. The two who worked in the education sector, and could provide authorised professional development to teachers, managed to make the transition fairly well. This is reflected in their website numbers. The website agency who created a side hustle of online courses didn’t fare so well probably because
- the content in the courses can, to some degree, be found for free on YouTube
- they do not add points towards a worker’s professional development requirements
- they didn’t have quite the same tenacity and effort put into the marketing and promotion of the courses
How you market your services and how valuable those services are to your customers remain important factors in a business’s success. Usually there’s no easy path, and the two businesses who were more successful in launching their online courses provide a good example of this.
Where do the website visitors come from?
Organic searches are the most popular way people find websites. For 11 of our businesses this was the case. These people may have googled your business name or the type of product you sell or service you provide. If you have your Google Search Console connected to your Google Analytics account you can drill down to see what searches people use to find your site. To see this go to
Google Analytics>Acquisition>Search Console>Queries
For the remaining seven businesses, most of the visitors came directly to the website. This means they typed in the website address directly into their browser or used a bookmark or favourite they may have set up on their computer. Even though email can show up as a separate source in Google Analytics, I’ve often seen clicks from emails show up as direct visits.
Organic and direct combined, accounted for over ¾ of website visitors in all 18 of our business examples.
This is a typical chart from Google Analytics for a website that gets most of its visitors from organic searches.
This is a typical chart from Google Analytics for a website that gets most of its visitors from direct.
To find the chart for where your website visitors are coming from for your business go to
What about website visitors from social?
Overall social accounted for very few visits to websites. The highest percentage of visitors from social was for our small charity which had 7% of visitors from social, as seen in this graph.
What about referrals?
People who show up as referrals are visitors to your website that have come from another website. Most of our businesses had very little referral traffic, only 5 had enough visitors from referrals that were of significant enough interest. The software agency had the most, at 20%, but over 65% of this is spam referral, which is not uncommon to see. The business who had the most legitimate referral visitors was the medical supply company at 16%.
By clicking on the Referrals link in Acquisition>Overview you can see which websites your referral visits are coming from.
Knowing how many visitors your website has, and where they are coming from, are the two most important statistics to look at, and keep an eye on, in Google Analytics. To understand a little more about these two measurements as well as another three that are good to know, head over What to Measure in Google Analytics.
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