Business Services Websites Hold Visitors’ Attention Less Often Than Average
The typical business services website in Diib's data had an engagement rate of 39% over the past 90 days, compared with 44% for websites in other industries.
Business services websites lose visitors faster than most. For firms that sell expertise, the website is often the first test of whether you understand a prospect's problem, and a page that doesn't answer that quickly gets closed.
Business services is the largest industry in Diib’s data, covering consultants, agencies, bookkeepers, staffing firms and more. It’s also one where visitors are more likely to leave without doing anything.
Engagement rate is the Google Analytics measure of how many visits count as “engaged.” Google counts a visit as engaged if it lasts longer than 10 seconds, includes two or more page views, or leads to a key action such as a form submission. Every visit that isn’t engaged counts toward your bounce rate.
What the data shows
Diib looked at websites with connected Google Analytics and at least 300 visits between June 30 and September 27, 2026:
- The median business services website (3,809 sites) had an engagement rate of 39%. The median across about 64,000 websites in other industries was 44%.
- 34% of business services websites had an engagement rate under 30%, versus 26% elsewhere.
- Only 31% reached 50% or higher, versus 40% of other websites.
What this does and doesn’t tell you
This is aggregated Diib data from websites with connected analytics. A low engagement rate isn’t always bad. Someone who lands on your page, finds your phone number and calls in five seconds counts as a bounce. The data can’t separate those quick wins from people who left disappointed.
Still, the gap is consistent across thousands of sites. Many service businesses’ websites work like a digital business card: one page, a vague headline and a contact form. That gives visitors little reason to stay or click further.
Source: View the original source