5 WEBSITE METRICS THAT MATTER

Is your website doing its job?

So you finally launched your website. Three cheers for you! That’s an accomplishment all on its own.

But now you’re faced with the million dollar question: Is your website actually working? And if it’s not working, what can you do to fix it?

The best [and most objective] place to start is with your website metrics. Performance metrics don’t tell the whole story, but they are a great starting point and can help inform improvements moving forward.

Let’s walk through five of the most telling indicators of website performance, and what to do if they suggest something’s not quite clicking.

1. Page Views + Pages Per Session
   Page views are often the first number people look at when evaluating performance. They give you a sense of how much traffic your website is getting overall. But traffic alone doesn’t tell the whole story, especially if visitors only stick around for a single page.
   
   That’s where pages per session come in. This metric shows how many pages a user typically visits before leaving your site. If your visitors are only seeing one page and bouncing, it might mean your content or site structure isn’t doing enough to guide them forward. 
   
   If traffic is low, make sure your website is properly connected to Google Search Console so it’s being indexed correctly. Promoting your site through newsletters, organic social content, downloadable freebies, or even paid ads can also drive more visitors your way. If you are getting views but people aren't sticking around, think about how your copy, internal linking, site navigation, and page structure are helping [or hurting] your visitors' ability to explore.
   

2. Bounce Rate
   Your bounce rate is the percentage of visitors who leave your website after viewing only one page, without interacting with it in a meaningful way.
   
   A high bounce rate from your homepage is a red flag. This is your first impression, and it should clearly communicate who you are, what you offer, and what visitors should do next. If your homepage is cluttered, confusing, or takes too long to load, you could lose potential customers in seconds. 
   
   To address bounce issues, start by clarifying your main messaging. Is it immediately obvious what your organization or business does? Are your calls-to-action prominent and enticing? Is your site designed to load quickly and work on mobile devices? Something to think about — according to Deloitte, reducing the speed of your mobile site by just 0.1 seconds results in a bounce rate improvement of 8%!
   

3. Average Session Duration
   How long visitors spend on your site can tell you a lot about the quality of their experience. A longer session usually means they’re engaged — they’re reading blog posts, exploring your services, or learning more about what you offer. Short sessions often mean the opposite — they didn’t find what they were looking for or, worse, got frustrated and left.
   
   Average session duration can be improved by making your content more engaging and easy to consume. Think clear, concise copy with headings and visuals that guide the eye down each page. Short videos, compelling blog content, and strong internal linking can also help users go deeper.
   
   Another thing to consider is the readability and accessibility of your site. Large blocks of text, low contrast colors, or hard-to-read fonts can make people bounce, even if the information is valuable. When given the choice, err on the side of simple and easy to read.

4. Conversion Rate
   Traffic and engagement are important, but conversion is the endgame. Whether your goal is product purchases, email sign-ups, discovery calls, or donations, your website should be driving visitors to take action.
   
   If you’re seeing high page views and decent engagement, but no one’s converting to a paying customer, there could be a disconnect between your content and your offer. Take a close look at the way you present your value. Are your offer descriptions clear and compelling? Are your product images high-quality and professional? Is the call-to-action strong, or is it buried below a wall of text?
   
   Another common culprit is too much friction, meaning too many obstacles, barriers, or points of resistance that slow down the customer's journey. Friction can include a complicated checkout process, lengthy contact forms, unclear navigation, or excessive steps required to complete a transaction. If visitors are clicking your Contact button but you’re not getting leads, your form might be too long or too intimidating. If they aren’t even making it to the Contact button, test shorter headlines and paragraphs, and use more direct language.
   

5. Page Load Time
   We’ve said it a few times now, and there’s a good reason why — while page load times is one of the most overlooked metrics, it can have a massive impact on all the others! If your website takes too long to load, visitors won’t stick around to even give your website a chance. 
   
   If your site is running slowly, compress large images, remove unnecessary plugins, and consider a content delivery network to improve load speed globally.
   
   Page speed also impacts your SEO. Google has made it clear that Core Web Vitals — the metrics that measure load speed, interactivity, and visual stability — are key ranking factors. So a faster site isn’t just better for users; it’s better for search engines, too.

All of these metrics are trackable, but only if you’ve set your site up correctly. If you haven’t already, make sure your website is connected to:

• Google Analytics 4, which tracks session data, engagement time, conversions, and more.

• Google Search Console, which gives you insights into how individual pages are performing in search results and flags technical issues.

These tools are free, incredibly valuable, and surprisingly underutilized by many small businesses and nonprofits.

If the numbers aren’t where you want them to be, don’t panic. And don’t start redesigning your whole site. Start with one metric, one page, and one improvement. Make the change. Watch the numbers. Repeat.

And if you’ve determined your whole site needs a redesign? We’ve got you! Reach out and let us help you create a website that works!