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Research · Online presence

Only 22.4% of U.S. local businesses in our directory meet three basic benchmarks for their trade: a website, at least the trade's median number of Google reviews, and a 4.5+ rating. 28.2% meet none.

Key findings

  • 22.4% of 1,380,848 U.S. local businesses in our directory meet all three benchmarks for their trade; 28.2% meet none.
  • 32.1% have no website, 69.6% have fewer Google reviews than their trade's median, and 57.2% are not rated 4.5 or higher (including those with no rating yet).
  • Furthest behind: towing services (11.5% meet all three), appraiser (13.1% meet all three) and doctors and clinics (13.3% meet all three).
  • Furthest ahead: chiropractors (44.9%), pest control (43.4%) and med spas (40.2%).

Page One Partner Research · 1,380,848 businesses · Updated September 2026 · Methodology

Businesses meeting all three benchmarks, by trade

A website, at least the trade's median Google review count, and a 4.5+ rating.

Visibility gap by trade

Download CSV
TradeListed businessesTrade median reviewsHas a websiteAt or above median reviewsRated 4.5+Meets all threeMeets none
Towing Services23,0305246.7%22.7%25%11.5%47.6%
Appraiser8,378377.1%25.3%24.2%13.1%20.4%
Doctors & Clinics64,1931846%25.8%26.9%13.3%46.6%
Restaurants3,79270790.2%44.5%31.6%14%8.2%
Drywall & Insulation13,038849.6%22.6%31.5%15.9%45.7%
Handyman Services41,7991546.5%22.5%33%16.8%47.5%
Carpentry & Cabinets17,370757.2%23.6%34.4%17.1%39.6%
Electricians64,6241054.9%23.6%32.5%17.3%41.4%
Property Maintenance1,301865.8%28.6%36.9%17.3%28.8%
Limo Service9,5802262.9%22.5%33.5%18.2%35.6%
Solar Installation12,6561473.4%24.3%34.6%18.4%25.4%
Waste Management5,7932589.3%42.5%39.5%18.4%6.6%
General Contractors125,374865.4%27.3%36.8%18.7%31.5%
Pool Contractors15,3592573.6%32.8%37.4%19%24%
Locksmiths10,9319864.4%22%35.6%19.8%34.4%
Welding & Metal Fabrication13,078764.6%33.3%47.3%20.4%24.7%
Landscaping & Lawn Care55,1831362.3%30.3%39.9%20.9%32.9%
Podiatrists7,6691853.1%28.5%37.8%21.1%39.6%
Real Estate190,0911380.2%30.5%43.1%21.7%17.8%
Siding & Gutters6,4812558.8%25.2%40.7%22.3%38.2%
Cleaning Services53,1281764.3%27.8%42.9%22.4%31.9%
Windows, Doors & Garage Doors24,9673267.9%29%43.6%23.6%29.2%
HVAC Contractors73,1782760.1%27.6%42.8%23.6%35.8%
Home Builders6,071994.6%43.4%50.7%23.9%2.7%
Painters21,2681659%27.2%45.2%24.3%36.5%
Attorneys91,3361271.2%33.7%44.1%24.5%25.5%
Roofing Contractors70,6412462.2%28.1%44.3%24.6%34.8%
Excavation & Site Work4,340876.2%38.3%48.5%24.9%18.7%
Concrete, Masonry & Paving23,0171279.5%37.1%46.4%25.1%17.1%
Junk Removal & Hauling5,7624165.1%28.3%48.1%25.4%31.2%
Pressure Washing & Exterior Cleaning24,0682359.4%27.9%49.6%25.9%35%
Fence Contractors18,3052473.4%33.9%46.8%26.3%23.7%
Insurance Agencies33,2231873.9%32.7%48.3%26.7%22.9%
Plumbers28,4413271.2%32.3%45.9%26.7%25.7%
Accountants & Tax1,9431283.6%38.3%52.5%26.8%10.7%
Pet Services31,4538171.6%36.2%55.9%27%21.4%
Flooring & Tile19,9862273.7%33.9%51.2%27.4%23.5%
Salons & Beauty27,8409680%44.4%62.6%27.7%10.5%
Auto Repair & Detailing50,5478076.7%40.8%53.8%27.8%16.7%
Deck & Outdoor Living3,3912776.6%34.4%53.8%28.4%20.9%
Home Inspectors14,1093181.3%30%51.4%28.7%17.1%
Trailer Rental1,8594282.2%40.8%56.3%29.5%13.4%
Interior Design & Architecture8,453695.4%37.4%60.5%30.3%3.9%
Equipment Rental1,2984795.6%47.1%58.8%30.9%2.9%
Tree Services8,2023474.9%36.7%58.2%32.1%20.8%
Self Storage2,2445290.5%44.3%53.1%32.3%8.1%
Moving Companies7,6638386.1%39.7%57.7%33.3%12.2%
Charters & Recreation9,6464390.2%39.5%63.7%34.4%7.9%
Remodeling Contractors8,9442085.5%40.6%65.2%34.6%10.8%
Damage Restoration6,7523791.4%41.9%66.8%37%7.2%
Med Spas1,7654593.4%45.2%77.3%40.2%4.4%
Pest Control3,4849695.7%45.5%76.1%43.4%3.5%
Chiropractors3,8043192.9%46.1%85.3%44.9%4.4%

Answers

Questions this research answers

What percentage of small businesses have a strong online presence?

By three simple benchmarks (a website, at least their trade's median number of Google reviews, and a 4.5+ rating), 22.4% of U.S. local businesses in our directory qualify and 28.2% meet none (Page One Partner Research, September 2026).

Which local industries are furthest behind online?

Towing Services (11.5% meet all three benchmarks), Appraiser (13.1% meet all three benchmarks) and Doctors & Clinics (13.3% meet all three benchmarks) (Page One Partner Research, September 2026).

Does meeting these benchmarks make a business rank higher?

This study does not measure rankings, so it cannot say. It shows how many businesses fall below simple, visible benchmarks their customers can see: whether they have a website, how many reviews they have compared with others in their trade, and their rating.

Methodology

How we measured it

Scope: every figure here describes businesses listed in the Page One Partner directory, not every business in the United States. Counts are businesses in our directory, not totals for a trade, state or city; percentages and benchmarks describe our listings and can differ from the whole market.

Source: the Page One Partner directory, 1,716,114 U.S. local service business listings (all 50 states and Washington, D.C.), each built from the business's public Google Business Profile and public business records. Listings held back by our quality checks (a phone number from another state, a map pin far from the stated city, a Google match that belonged to a different business) are excluded.

Trades: each business is filed under one trade from its Google category. Only trades with at least 1,000 listings are reported, and rating figures use trades with at least 200 businesses carrying 10 or more reviews.

The three benchmarks: (1) a website listed on the Google Business Profile; (2) a Google review count at or above the median for the business's own trade (median among businesses with at least one review); (3) a Google rating of 4.5 or higher. A business with no rating does not meet the third. These are descriptive benchmarks, not a ranking model: the study shows correlation with nothing and claims no effect on search rankings.

Figures are aggregates. Page One Partner does not publish business-level rows from this research. The aggregate tables are free to reuse under CC BY 4.0: credit "Page One Partner Research" with a link to the study.

Recomputed weekly from the live directory; this edition was computed in September 2026. Small shifts between editions are expected as businesses are added and ratings change.

Cite this study

Page One Partner Research. "The local business visibility gap." September 2026. https://pageonepartner.com/research/visibility-gap/

Link to it

<a href="https://pageonepartner.com/research/visibility-gap/">Page One Partner Research: The local business visibility gap</a>

Press and data questions: info@pageoneinsights.com

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