The State of Small Business Website Statistics 2023: Insights and Analysis

Small business websites are more than just digital storefronts. They are powerful tools that can elevate a brand’s online presence and drive business growth. 

In this digitally powered market, small businesses need a strong web presence to compete, and statistics show that having a website is essential. 

According to small business website statistics, 36% of small businesses do not have a website, while 81% of consumers research products or services online before purchasing. These numbers demonstrate the importance of small businesses investing in a website to reach and engage with their target audience.

Key Finding: Small Business Website Statistics

  • 71% of small businesses have their own website.
  • First impressions are 94% design related.
  • 75% of consumers judge a business’s credibility based on their website
  • 81% of shoppers research a business online before making a purchase.
  • Small businesses with websites grow 2X as fast as those without.
  • 48% of people said that the number one factor they used to determine a business’s credibility was their website design
  • Over 1 out of 3 of small business owners feel that their business is too small for a website.
  • Approximately 28.1 million websites using Google Analytics.
  • There are an estimated 8.4 million websites using Google Analytics 4 as of March 2023.
  • A better UX design can increase conversion rates by up to 400%.
  • According to research, every dollar invested in UX returns $100, for an ROI of 9,900%.
  • 75% of users judge the credibility of a website based on its overall design.
  • 88% of online consumers are less likely to return to a site after a negative experience.
  • 94% of people do not trust old or out-of-date websites.
  • 70% of customers abandon purchases due to poor UX.
  • About 74% of visitors will return to a website if it has a good mobile UX design.
  • A one-second delay in page response can reduce conversions by 7%.
  • One bad user experience would cause 30% of customers to leave, according to a study.

Sources: (Massachusetts Institute of Technology, Forrester Research, Forbes, Kinesis, Toptal, Coastal Web Marketing, Red Signal, Web FX, Kiss Metrics, TrueList, Small Business, Forbes, Logic Web Media, Medium, Verisign, Help Develop, EConsultancy, HubSpot, and more).

Website Page Load Time Statistics

  • A website’s average page speed is 3.21 seconds.
  • As page load time goes from 1 second to 3 seconds, the chance of a bounce goes up by 32%.
  • Every 1 second delay reduces user satisfaction by 16%.
  • Conversion rates drop by 4.42 percent for every second that it takes to load.
  • 40% of website visitors leave a site that takes longer than 3 seconds to load.
  • 70% of consumers have said that the speed of a page affects their willingness to buy from an online retailer.
  • 47 percent of consumers expect a website page to load in two seconds or less.
  • 64% of dissatisfied shoppers will not go back to a slow website again.
  • The average speed of a page on the first page of Google search results is 1.65 seconds.
  • 60% of mobile internet users have had a problem browsing in the past year.

Sources: (Pingdom, Think with Google, BigCommerce, Duda, BrowserStack, Unbounce, Kiss Metrics.)

How Many Websites Fail At UX?

97% of websites fail at user experience

Forrester’s research is a real wake-up call for anyone in web design; it turns out 97% of websites just aren’t cutting it when it comes to user experience. Basically, this means a ton of sites are probably missing the mark on what users want or expect, which could be messing with how engaged people are, how happy they feel using the site, and even whether they decide to take any action or buy something. 

And to pile on, the Nielsen Norman Group has found that when it comes to getting stuff done on B2B sites, users only have a success rate of 58%, which is even lower than the 66% success rate on more general websites. 

This just highlights how much of a difference there is in how user-friendly different types of websites can be.

Source: Massachusetts Institute of Technology

Boost Conversions Dramatically with Improved UX

A better UX design can increase conversion rates by up to 400%

Source: Forrester Research

Investing in User Experience: A Massive Return

According to research, every dollar invested in UX returns $100, for an ROI of 9,900%

Source: Forbes

Website Design: The Key to Online Credibility

75% of users judge the credibility of a website based on its overall design

Source: Kinesis

Bad User Experience Drives Customers Away

88% of online consumers are less likely to return to a site after a negative experience

Source: Toptal

Outdated Websites Lose Trust and Visitors

94% of people do not trust old or out-of-date websites

Source: Coastal Web Marketing

Poor UX: The Silent Sales Killer

70% of customers abandon purchases due to poor UX

Source: Red Signal

Mobile-Friendly Websites Win Over Customers

About 74% of visitors will return to a website if it has a good mobile UX design

Source: Web FX

Slow Websites Cost You Conversions

A one-second delay in page response can reduce conversions by 7%

Source: Kiss Metrics

The High Cost of a Single Bad User Experience

One bad user experience would cause 30% of customers to leave, according to a study

Source: TrueList

What percentage of small businesses have websites?

How Many Small Businesses Have A Website

According to the most recent data, We calculate that approximately 24.25 million small businesses in the United States have websites. 

Small Business Website Growth Rate

According to a study, 73% of small businesses had a website in 2022, compared with just 55% in 2017, which increases the average growth rate by 3.6%. 

Year% of small businesses have websites
201755%
201864%
2019No data is available.
2020No data is available.
202172%
202273%
2023*73%* (

How Much Do Small Businesses Typically Spend On Their Website

The cost of a small business website varies depending on the complexity and features required. According to Hourly.io, a basic website for a service-based business with five to eight pages can cost between $500 to $5,000[1]. 

For an e-commerce website, the average cost can be anywhere from $2,000 to $100,000-150,000. Webfx.com reports that the average cost to create a website for a small business is between $2,000 to $10,000, while Digital.com states that the average cost of website design for a small business ranges from $2,000-$8,000. 

MarkBrinker.com suggests adding about $100/page for each page over and above what’s included in the standard website package.

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