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Research · Websites

30.1% of U.S. local businesses in our directory list no website, and 49.2% of the websites that do exist run no Google Analytics.

Key findings

  • 69.9% of 1,716,114 U.S. local businesses in our directory list a website on their Google Business Profile; 30.1% list none.
  • Of 1,195,302 local business websites checked, 90.6% are mobile-friendly.
  • Only 50.8% of local business websites run Google Analytics, so about half cannot see where their visitors come from.
  • 61.2% of local business websites use structured data (schema markup); 38.8% give search engines none.
  • 47.5% carry a Google advertising tag and 9.4% a Facebook (Meta) pixel.
  • 40% of local business websites are built on WordPress; 0.7% on Shopify.
  • Least likely to have a website: charters and recreation (9.8% have none), restaurants (9.8% have none) and self storage (9.5% have none). Most likely: waste management (10.7% without), moving companies (13.9% without) and remodeling contractors (14.5% without).
  • By state, Mississippi has the largest share of businesses without a website (40.5%), Maine the smallest (21.8%).
  • Businesses with more reviews are far more likely to have a website: 96.8% of those with 100+ reviews do, against 34.9% of those with none. (Correlation, not cause.)
  • 88.4% of businesses whose owner has claimed their Google profile list a website, against 44.7% of unclaimed profiles.
  • Website adoption barely changes with city size: 71.3% in towns, 70.6% in small cities, 66.1% in mid-size cities and 67.2% in large cities.
  • Among the 203 largest cities in the directory, Beverly Hills, CA has the highest website adoption (82.1%) and Detroit, MI the lowest (51.4%).

Page One Partner Research · 1,716,114 businesses · Updated September 2026 · Methodology

What local business websites have

Share of 1,195,302 local business websites with each feature.

  • Mobile-friendly90.6%
  • Structured data (schema)61.2%
  • Google Analytics50.8%
  • Google advertising tag47.5%
  • Built on WordPress40%
  • Facebook (Meta) pixel9.4%
  • Built on Shopify0.7%

Businesses with no website, by trade

Share of each trade's listings with no website on the Google Business Profile.

Website adoption by Google review count

Share of businesses with a website, by number of Google reviews.

  • No reviews34.9%
  • 1–9 reviews84.4%
  • 10–49 reviews93%
  • 50–99 reviews95.7%
  • 100+ reviews96.8%

Website adoption by Google rating

Businesses with 10 or more reviews.

  • Under 4.091.7%
  • 4.0–4.493%
  • 4.5–4.795.1%
  • 4.8–5.095.8%

Website adoption by city size

City size = businesses listed in that city in our directory.

  • Towns (under 100 businesses listed)71.3%
  • Small cities (100–999)70.6%
  • Mid-size cities (1,000–9,999)66.1%
  • Large cities (10,000+)67.2%

Websites by trade

Download CSV
TradeListed businessesNo websiteMobile-friendlyGoogle AnalyticsStructured data
Charters & Recreation9,6469.8%91.8%57%66.2%
Restaurants3,7929.8%94.9%58.2%64%
Self Storage2,2449.5%93.1%70.2%65.3%
Damage Restoration6,7528.6%94.3%62.1%75.4%
Chiropractors3,8047.1%94.2%60.9%74.6%
Med Spas1,7656.6%95.6%52%72.4%
Doctors & Clinics64,19354%92%56.9%66.6%
Home Builders6,0715.4%91.7%57.4%65.2%
Handyman Services41,79953.5%90.9%39.8%57.1%
Towing Services23,03053.3%92.7%47.3%65.7%
Drywall & Insulation13,03850.4%89.7%42.8%57.4%
Podiatrists7,66946.9%92.1%64.3%71.4%
Interior Design & Architecture8,4534.6%93.4%47.8%69.4%
Electricians64,62445.1%88.4%38.3%51.3%
Equipment Rental1,2984.4%87.8%64.6%65.5%
Pest Control3,4844.3%94.2%65.8%73.7%
Carpentry & Cabinets17,37042.8%87.8%38.8%58.9%
Siding & Gutters6,48141.2%92.7%46.6%64.2%
Painters21,26841%92.7%44.7%61.8%
Pressure Washing & Exterior Cleaning24,06840.6%93.8%48%63.4%
HVAC Contractors73,17839.9%91.5%52.3%64.2%
Roofing Contractors70,64137.8%93.5%49.6%66.7%
Landscaping & Lawn Care55,18337.7%91.3%44.2%59.8%
Limo Service9,58037.1%89.1%47.2%58.7%
Cleaning Services53,12835.7%92.2%46%60.4%
Locksmiths10,93135.6%90.9%44.4%63.2%
Welding & Metal Fabrication13,07835.4%85.6%38.8%55.1%
Junk Removal & Hauling5,76234.9%94.8%50.5%64.4%
General Contractors125,37434.6%90%41.9%59.2%
Property Maintenance1,30134.2%91.3%47.1%61.4%
Windows, Doors & Garage Doors24,96732.1%91.3%50.1%63.9%
Plumbers28,44128.8%89.1%49.9%60.7%
Attorneys91,33628.8%89.6%53.7%66.6%
Pet Services31,45328.4%90.6%44.2%59.8%
Fence Contractors18,30526.6%91.3%50.7%64.9%
Solar Installation12,65626.6%92.5%49.4%62.8%
Pool Contractors15,35926.4%90.3%48.7%58.2%
Flooring & Tile19,98626.3%91%53.5%64.2%
Insurance Agencies33,22326.1%92.2%46.2%68%
Tree Services8,20225.1%94.2%47.3%63%
Excavation & Site Work4,34023.8%91.7%43.5%59.2%
Deck & Outdoor Living3,39123.4%92.6%50.9%68.7%
Auto Repair & Detailing50,54723.3%87.8%52%63.1%
Appraiser8,37822.9%81.1%27.2%33.5%
Concrete, Masonry & Paving23,01720.5%91.3%47.1%60.9%
Salons & Beauty27,84020%94.8%40.7%61.3%
Real Estate190,09119.8%88.7%54.3%54.4%
Home Inspectors14,10918.7%88.9%46.6%60.7%
Trailer Rental1,85917.8%92.8%58.7%62.4%
Accountants & Tax1,94316.4%88.6%46.9%52.2%
Remodeling Contractors8,94414.5%94%54%69.4%
Moving Companies7,66313.9%94.3%60%69.9%
Waste Management5,79310.7%91.4%55%58.1%

Websites by state

Download CSV
StateListed businessesNo websiteGoogle Analytics
Alaska4,14326.7%49%
Alabama24,20734.4%51.7%
Arkansas10,08733.7%51.6%
Arizona52,90928.6%51.4%
California286,04430.9%46.8%
Colorado45,39528.4%53.2%
Connecticut19,56928.9%50%
District of Columbia7,64225.5%55.5%
Delaware5,28430.5%54.6%
Florida176,86230.2%50.8%
Georgia47,56929.7%51.8%
Hawaii6,58231.4%46.3%
Iowa11,05628.9%55.5%
Idaho10,93124.5%51.4%
Illinois51,70127.9%50.7%
Indiana23,17532.7%52.6%
Kansas14,76629.5%53.4%
Kentucky13,29431.7%52.2%
Louisiana20,74434.9%52%
Massachusetts34,47728.9%50.3%
Maryland27,88128.3%51.4%
Maine3,29621.8%52.5%
Michigan33,49931%51.4%
Minnesota18,68824.5%54.2%
Missouri30,68930.5%53.7%
Mississippi4,76840.5%49.3%
Montana5,62524%55.8%
North Carolina53,81529.7%53%
North Dakota3,36225.7%56.9%
Nebraska10,26127.8%52.2%
New Hampshire5,57526.9%50.4%
New Jersey29,36331.5%48.6%
New Mexico11,00333.8%46.8%
Nevada24,80430%50%
New York78,83130.3%49.6%
Ohio46,53031.7%51.9%
Oklahoma19,75432.8%50%
Oregon24,39324.8%49.1%
Pennsylvania55,44829.4%51.5%
Rhode Island5,14129.7%49.7%
South Carolina27,73028.4%55.7%
South Dakota2,73524%62.4%
Tennessee33,87031.7%54%
Texas178,58932.1%50.8%
Utah20,05826.4%53.7%
Virginia33,41831.2%52.9%
Vermont3,14426.4%52.2%
Washington36,64024.6%51.3%
Wisconsin19,01126.6%54.1%
Wyoming1,45926.1%51.7%

Websites in the largest cities

Download CSV
CityStateListed businessesHas a websiteAvg ratingMedian reviews
Beverly HillsCA2,52482.1%4.6313
AlpharettaGA2,14482%4.6423
Santa BarbaraCA2,59081.7%4.5812
BellevueWA2,73080.3%4.5922
Newport BeachCA2,67380.1%4.6415
ScottsdaleAZ5,01680%4.6622
EnglewoodCO2,75580%4.6324
CarlsbadCA2,20079.7%4.6216
BendOR2,07579.2%4.6619
IrvineCA4,22578.7%4.5414
RosevilleCA2,24077.9%4.6219
FriscoTX2,65077.8%4.6631
BoulderCO2,17877.3%4.6219
Fort CollinsCO3,01176.7%4.5724
SeattleWA9,40376.6%4.5518
PortlandOR8,68976.5%4.5820
BoiseID3,76576.4%4.619
TempeAZ2,75876.3%4.4827
San DiegoCA12,62576.1%4.6119
PasadenaCA2,77376.1%4.6413
GilbertAZ2,91276%4.6828
SarasotaFL4,60575.9%4.6522
Ann ArborMI2,15375.4%4.4822.5
New YorkNY17,53875.3%4.4617
AustinTX11,98075.3%4.6225
NapervilleIL2,38075.1%4.6721
Round RockTX2,17375.1%4.6232
PlanoTX4,18675%4.5731
VancouverWA2,90675%4.5725
Santa MonicaCA2,29975%4.5216
Huntington BeachCA2,97874.7%4.616
AlexandriaVA2,70674.5%4.5321
Boca RatonFL4,15874.5%4.6618
WilmingtonNC3,17774.5%4.6222
Overland ParkKS2,22974.5%4.5722
WashingtonDC7,62974.5%4.4418
AshevilleNC2,16674.4%4.6423
EugeneOR2,32874.4%4.4917
MckinneyTX2,48274.4%4.6134
Sioux FallsSD2,21874.4%4.5117
RaleighNC6,73074.1%4.623
St. PaulMN4,97573.9%4.520
MinneapolisMN7,57973.8%4.5419
MadisonWI3,34673.7%4.5320
SpokaneWA4,34573.5%4.5422
Myrtle BeachSC2,38473.4%4.5425
TemeculaCA2,25073.2%4.6620
San FranciscoCA10,51473.2%4.5313
NaplesFL4,53073.1%4.6716
Santa RosaCA3,00272.9%4.612
ChandlerAZ3,09572.8%4.6127
Costa MesaCA2,41972.8%4.5717
RenoNV4,05872.7%4.4818
TorranceCA2,27172.7%4.5513
MariettaGA3,37772.6%4.6224
Fort MyersFL4,27572.5%4.5623
Colorado SpringsCO6,54572.3%4.5628
AnchorageAK3,55572.2%4.4614
BurbankCA2,00872.2%4.615
GreenvilleSC3,20072.2%4.5920
CharlestonSC3,80872%4.6221
Grand RapidsMI4,15872%4.5320
Salt Lake CityUT6,18171.8%4.5125
MelbourneFL2,31271.7%4.5926
TampaFL10,25571.6%4.5825
Miami BeachFL2,42071.6%4.5124
ChicagoIL15,48571.4%4.5120
NashvilleTN6,74371.1%4.5420
Fort LauderdaleFL11,86671%4.6123
LincolnNE3,06870.9%4.4919
OrlandoFL10,39270.9%4.625
WilmingtonDE2,39970.8%4.3717
OmahaNE5,39970.8%4.5219
West Palm BeachFL4,56570.8%4.5821
CharlotteNC9,18570.8%4.5825
St. PetersburgFL5,19870.6%4.6126
BostonMA5,07470.6%4.4413
DenverCO14,14270.6%4.5623
TucsonAZ7,20570.5%4.5220
SalemOR2,64870.5%4.4819
OrangeCA2,64470.3%4.5115
TacomaWA3,29770.2%4.5121
ClearwaterFL2,85670.1%4.5729
HendersonNV3,29470%4.5522
KnoxvilleTN4,14269.9%4.5322
St. LouisMO7,54469.8%4.4619
PensacolaFL2,73469.6%4.5422
Las VegasNV12,68469.5%4.4626
AtlantaGA12,97969.5%4.5223
OaklandCA4,49069.2%4.510
HoustonTX21,41369.2%4.5424
FremontCA2,14469.2%4.4516
ChattanoogaTN3,04869.2%4.5318
MesaAZ5,16769%4.5727
VenturaCA2,28669%4.5616
LexingtonKY3,22069%4.5618
Fort WorthTX8,00868.9%4.5424
BuffaloNY4,89168.9%4.4217
ColumbusOH7,67368.8%4.4621
HonoluluHI5,21668.8%4.4910
CincinnatiOH6,07668.8%4.5217
San JoseCA9,00468.8%4.5214
Rancho CucamongaCA2,47368.7%4.5315
MiamiFL19,76168.7%4.5921
Long BeachCA4,50968.6%4.4817
PhoenixAZ13,41768.5%4.522
TallahasseeFL3,68068.5%4.4419
LouisvilleKY6,33568.4%4.5319
Kansas CityMO6,71868.4%4.4719.5
SavannahGA3,25168.3%4.5118
BirminghamAL5,46368.2%4.5216
Virginia BeachVA5,48968%4.5423
MurfreesboroTN2,09267.9%4.629
DentonTX2,04967.9%4.4831
ColumbiaSC3,18467.8%4.4422
CoronaCA2,20867.8%4.5314
StamfordCT2,16967.5%4.5813
Los AngelesCA17,15667.5%4.4717
Santa FeNM2,13667.5%4.4715
JacksonvilleFL9,64667.4%4.5424
Baton RougeLA4,52967.3%4.5115
New OrleansLA5,24767.3%4.4815
Oklahoma CityOK7,77667.3%4.4820
WichitaKS4,31267.3%4.4920
Cape CoralFL3,70967.2%4.6520
SacramentoCA7,75967.1%4.4914
DallasTX15,42567.1%4.4922
TulsaOK5,51066.8%4.5218
RochesterNY4,36566.8%4.4819
Fort WayneIN3,11366.8%4.4619
OcalaFL2,45966.7%4.524
GlendaleCA2,99866.7%4.5415
Chula VistaCA2,28866.7%4.5221
EscondidoCA2,10066.6%4.5417
GreensboroNC3,89366.5%4.520
SpringfieldMO3,34566.5%4.4722
San AntonioTX12,60966.4%4.5225
AlbanyNY2,05866.4%4.4217
LafayetteLA2,01666.4%4.5514
AlbuquerqueNM6,45466.4%4.4219
PittsburghPA6,35266.2%4.5117
MilwaukeeWI5,64666.2%4.4318
Pompano BeachFL5,95166.1%4.5925
HuntsvilleAL3,18565.9%4.5219
PhiladelphiaPA10,26265.8%4.4721
ProvidenceRI2,17665.8%4.4515
Little RockAR2,97965.7%4.414
IndianapolisIN8,15265.3%4.4717
GainesvilleFL2,42165.3%4.5125
TylerTX2,01365.2%4.5421
AnaheimCA4,42865%4.4314
DurhamNC3,34764.9%4.5522
MobileAL2,68364.7%4.4414
Winston SalemNC2,82864.4%4.5520
BrooklynNY9,65064.3%4.4819
IrvingTX2,80964.2%4.3526
Jersey CityNJ2,60864.2%4.423
LubbockTX3,31264.1%4.4721
LakelandFL2,78264%4.5523
Santa AnaCA3,98063.9%4.414
GlendaleAZ2,94263.6%4.527
AllentownPA2,12963.5%4.4720
FayettevilleNC2,58063.5%4.3928
Port St. LucieFL3,11463.4%4.6227
HollywoodFL6,39163.4%4.5224
OxnardCA2,17463.2%4.4614
DaytonOH3,67863.2%4.4520
WorcesterMA2,33963.1%4.5216
RichmondVA4,42763.1%4.4519
AugustaGA2,51662.9%4.4518
ChesapeakeVA2,54462.7%4.523
ModestoCA2,88562.7%4.4318
RiversideCA5,15662.5%4.4617
LansingMI2,00062.3%4.3519
FresnoCA5,85462.1%4.4316
SyracuseNY2,30362%4.3914
Corpus ChristiTX4,26261.9%4.4317
El PasoTX5,72761.5%4.3622
AkronOH2,74461.5%4.4118
ArlingtonTX4,37761.5%4.4824
Des MoinesIA2,73561.3%4.4218
ClevelandOH5,55961%4.4417
ColumbusGA2,03260.6%4.4120
MontgomeryAL2,81960.3%4.2815
MemphisTN5,73060.2%4.4114
BaltimoreMD5,20960.1%4.3916
KissimmeeFL2,51459.7%4.5424
ShreveportLA2,43059.6%4.4416
AmarilloTX2,90459.6%4.4518
ToledoOH2,98259.5%4.3916
AuroraCO3,55159.3%4.4624
MidlandTX2,11759.1%4.3514
GarlandTX2,49758.8%4.527
BakersfieldCA5,31758.8%4.4117
NorfolkVA2,27758.6%4.3520
StocktonCA3,03758.4%4.3515
BronxNY2,06057.3%4.4417
NewarkNJ2,89255.7%4.3414
HialeahFL4,17555.4%4.5316
HomesteadFL2,16655%4.4524
San BernardinoCA2,33453%4.2919
LaredoTX2,13951.4%4.3416
DetroitMI4,24251.4%4.2916

Website adoption by segment

Download CSV
SegmentGroupListed businessesHas a website
Review countNo reviews645,70834.9%
Review count1–9 reviews373,20384.4%
Review count10–49 reviews353,39693%
Review count50–99 reviews125,77095.7%
Review count100+ reviews218,03796.8%
Google rating (10+ reviews)Under 4.086,23291.7%
Google rating (10+ reviews)4.0–4.4119,39193%
Google rating (10+ reviews)4.5–4.7149,28595.1%
Google rating (10+ reviews)4.8–5.0341,41395.8%
Google profileGoogle profile not claimed723,37044.7%
Google profileGoogle profile claimed by the owner992,74488.4%
City sizeTowns (under 100 businesses listed)172,96371.3%
City sizeSmall cities (100–999)318,43470.6%
City sizeMid-size cities (1,000–9,999)754,67866.1%
City sizeLarge cities (10,000+)134,77367.2%

Answers

Questions this research answers

How many small businesses have a website?

In September 2026, 69.9% of 1,716,114 U.S. local service businesses listed a website on their Google Business Profile, and 30.1% listed none (Page One Partner Research).

What percentage of small business websites are mobile-friendly?

90.6% of 1,195,302 local business websites checked by Page One Partner Research in September 2026 were mobile-friendly.

How many small businesses use Google Analytics?

50.8% of local business websites run Google Analytics; the rest have no Google Analytics tag installed (Page One Partner Research, September 2026, 1,195,302 sites).

Which local businesses are least likely to have a website?

Charters & Recreation (9.8% without a website), Restaurants (9.8% without a website) and Self Storage (9.5% without a website) are the least likely, among trades with at least 1,000 listings (Page One Partner Research, September 2026).

What do most local business websites run on?

40% of local business websites are built on WordPress and 0.7% on Shopify (Page One Partner Research, September 2026).

Are highly reviewed businesses more likely to have a website?

Yes, strongly. 96.8% of local businesses with 100+ Google reviews have a website, against 34.9% of those with none. This is a correlation: it does not show that a website causes reviews (Page One Partner Research, September 2026).

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.

Website features: a business "has a website" when one is listed on its Google Business Profile. Mobile-friendliness, structured data, Google Analytics, Google advertising tag, Meta pixel, WordPress and Shopify come from a technical scan of each homepage by our data provider at the time the listing was collected; 1,195,302 websites had a scan. A tag counts when its code is on the homepage.

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 state of local business websites, 2026." September 2026. https://pageonepartner.com/research/websites/

Link to it

<a href="https://pageonepartner.com/research/websites/">Page One Partner Research: The state of local business websites, 2026</a>

Press and data questions: info@pageoneinsights.com

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