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Website Growth: Annual visitor increases by category and what that means for your business

Published on August 16, 2018 by Dana Kerigan

Understanding how your website is performing can sometimes feel overwhelming. As managers, we’re responsible for staying on top of what can feel like endless tracking tools. And if we ignore important customer trends we run the risk of losing prospects.

But monitoring your website’s trends with Google Analytics can be difficult and time consuming. We recently completed a one-year study of traffic growth for area websites by industry so you can determine if yours is keeping pace.

This article was originally published on Aug. 16, 2018 and was updated on Oct. 13, 2020. The updated post can be viewed at:

2 ways prospects get to your website

Some websites rely only on organic traffic, or visitors who find your site after using a search engine like Google or Bing, so they are not “referred” by any other website. Others use paid search digital advertising to gain traffic and visibility from search engines. Our study reviewed websites that used paid digital advertising and others that did not.

Should your website traffic be growing and how much?

At KMA, we’ve built hundreds of websites since 2001 and report traffic growth to clients monthly. For most industries a 10-20% year-over-year website traffic growth rate for an established business is a good benchmark. Other sources such as Hubspot’s Marketing Platform said Travel Brand saw a 20-50% increase in website traffic for the period. We believe 15% year-over-year traffic growth is respectable for websites relying only on organic (no paid search) traffic.

Results from KMA-hosted websites

Survey data came from sessions measured by Google Analytics from the 12-month period (Jun 2017 to May 2018) vs. year-ago period (Jun 2016 to May 2017) from the over 100 websites we host and monitor, with findings as follows:

grew 113% year over year.

grew 243% year over year.

The AVERAGE website visit Jun 2017 to May 2018 
lasted 1 minute, 53 seconds.

The AVERAGE website visit Jun 2016 to May 2017
lasted 1 minute, 46 seconds.

Year-over-Year Trend Website Growth Trends

June 2017-May 2018 vs June 2016-May 2017

Industry Category One Year Website Growth Rate
All KMA Websites – Without Paid Digital Advertising 113%
All KMA Websites – With Paid Digital Advertising 243%
KMA Real Estate Agency websites 185%
KMA Dining & Shopping websites 124%
KMA Insurance Agency websites 116%
KMA Vacation Rental / Destination websites 95%
KMA Medical Practice / Healthcare websites 93%
KMA School / Education websites 81%

Don’t know your website traffic but want to?

Google Analytics is a free tool that shows you how many people are coming to your website, how long they are staying and pages they are visiting so you can make better business decisions. Did we mention it’s FREE.

We know you’re a busy manager with a lot of things on your plate. Addressing your website’s results need not fall to the bottom of your priority list because you don’t know how. Click the link below and I’ll be happy to provide a no-obligation, Google Analytics Report.

This study was completed with the assistance of Olivia Wesel, Florida State University College of Business intern and Mollie Etheredge, Troy University College of Communications intern and the many hours they spent compiling the data. Follow our blog or contact Dana at:

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Kerigan Marketing Associates
3706 Hwy 98 Ste. 102
Mexico Beach, Florida  32456

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