HubSpot's 2025 Web Trends Report + Website Traffic by Industry

How does your website stack up against the competition? Knowing key website KPIs, such as the average website traffic by industry, is vital to understanding your site’s performance — and I’ve got all that and more for you below.

For this report, I’ve pulled from original research from HubSpot and sourced external expertise as well. Let’s dive in!

Table of Contents

• 2024 Website & SEO Benchmarks, According to 300+ Web Professionals
• Average Website Traffic by Industry
• 2024 Website & SEO Trends to Know
• Website Traffic & KPI Benchmarks
• Other HubSpot Research + Website Benchmarks

2024 Website & SEO Benchmarks, According to 300+ Web Professionals

To give you an edge, HubSpot surveyed 336 U.S. SEOs and marketers to uncover how they measure site performance and their strategies to rank higher on SERPs. This Web Strategy Survey was launched in September 2024, but I’ve also pulled data from HubSpot’s 2023 survey for comparison.

• The average website gets 375,773 unique views per month. (Keep in mind the average is easily skewed by a handful of extremely high-traffic sites.)
• Compared to the previous year, only 14% reported a decrease in year-over-year web traffic, while 43% reported an increase.
• The average website gets seven page views per visit. (2023 HubSpot research)
• The average website has a bounce rate of 37%. (2023 HubSpot research)
• The average site has an SEO click-through rate of 13%, while the median comes in at 8%. (2023 HubSpot research)
• The median website gets 20,000 unique visitors per month. (2023 HubSpot research)

Remember, these numbers are self-reported, and many factors play into your performance, including the size and age of your website, how big the team managing it is, and how often you publish content on it.

According to HubSpot’s 2024 survey, 33% of respondents said that their highest-performing pages rank in positions 6-10 on SERPs, while 16% rank in positions 1-5. Moreover, 24% of...