Most “small business website statistics” pages recycle the same survey numbers from years ago. This page uses fresh data instead: what is actually installed on the websites of 1,448 US local businesses that LeadMerlin crawled between June and November 2026.
Key numbers:
- 50% of local business websites run on WordPress. Wix, Squarespace and GoDaddy site builders together make up 12%.
- 33% have no analytics tool at all. 67% use Google Analytics.
- Only 14% have an advertising pixel (Meta or Google Ads) on their homepage.
- 6% have a live chat widget, and 5% link to an online booking tool.
- 40% have a blog.
- 66% publish at least one email address on their site. The owner’s name is stated on 29% of sites.
- 73% link to a Facebook page, but 19% link to no social profile at all.
How the data was collected
Every business in this dataset came from a Google Maps search for a trade in a US city, run through LeadMerlin between 2026-06-10 and 2026-11-08. For each business that listed a website on its Google Business Profile, we crawled the homepage and up to four subpages, and detected technologies from the page source.
- 1,448 unique websites, deduplicated by domain.
- 16 searches, including web design and marketing agencies, property managers, trucking companies, law firms, staffing agencies, physical therapy clinics, landscapers, plumbers and basement contractors.
- The mix leans toward B2B and professional services, and it reflects what our users searched for, not a random sample of all US businesses. Read the numbers as a direction, not a census.
- “Not detected” means we did not find the tool in the HTML of the pages we crawled. Tools loaded only after a click or through a tag manager can be missed, so usage rates are a floor.
Businesses without a website are not in these numbers. That is about 1 in 8 Google Maps listings; see which trades most often have no website.
Which CMS local businesses use
| Platform | Share of sites |
|---|---|
| WordPress | 50% |
| No CMS detected (custom or hand-built) | 32% |
| Wix | 7% |
| Squarespace | 5% |
| Webflow | 4% |
| Drupal | 1% |
| Joomla, Shopify, GoDaddy builder | under 1% each |
WordPress is half the market. The site builders (Wix, Squarespace and GoDaddy) add up to 12%. Those owners usually built the site themselves, which makes them the warmest audience for a redesign pitch. See which trades use Wix and Squarespace most and how those sites differ.
Analytics and advertising
| Tool | Share of sites |
|---|---|
| Google Analytics | 67% |
| Microsoft Clarity | 6% |
| Hotjar | 4% |
| No analytics tool detected | 33% |
| Meta (Facebook) pixel | 13% |
| Google Ads tag | 2% |
| Any ad pixel | 14% |
One in three local businesses has no way to see how many people visit its website. And 86% have no ad pixel, so they are either not running paid ads or running them without tracking conversions.
Conversion tools: chat, booking and reviews
| Feature | Share of sites | Most common tools |
|---|---|---|
| Live chat widget | 6% | LeadConnector (GoHighLevel), LiveChat, Tawk.to, Zendesk |
| Online booking link or embed | 5% | Calendly, ServiceTitan, LeadConnector calendar, Housecall Pro |
| Review widget or review platform | 7% | |
| Blog | 40% |
Nineteen out of twenty local business sites have no chat and no way to book online. For trades that live on inbound calls, such as plumbers, HVAC and roofers, that is usually the biggest gap between the website and the phone.
Social profiles linked from the website
| Network | Share of sites |
|---|---|
| 73% | |
| 55% | |
| 52% | |
| YouTube | 35% |
| X (Twitter) | 34% |
| Yelp | 8% |
| TikTok | 7% |
| 6% | |
| No social link at all | 19% |
Contact data: emails and owner names
| Signal | Share of sites |
|---|---|
| At least one email address on the site | 66% |
| At least one role-based address (info@, office@, sales@…) | 40% |
| At least one free-provider address (Gmail, Yahoo…) | 8% |
| Owner or principal named on the site | 29% |
A third of local business websites publish no email address at all; they rely on a contact form or the phone. When an address is published, it is often a shared inbox like info@. That is why a list of local businesses with a named owner and a personal email is much smaller than the raw listing count. Our guides on finding owner names and what email statuses mean cover how to work with that.
By trade
Searches with at least 50 enriched websites:
| Search | Sites | Email on site | Owner named | Chat | Booking | No analytics | Ad pixel | Blog |
|---|---|---|---|---|---|---|---|---|
| web design agency | 284 | 69% | 31% | 10% | 10% | 25% | 22% | 49% |
| property management company | 173 | 71% | 28% | 10% | 1% | 30% | 12% | 47% |
| trucking company | 168 | 65% | 15% | 2% | 0% | 47% | 10% | 21% |
| law firm | 167 | 57% | 51% | 5% | 5% | 23% | 12% | 42% |
| staffing agency | 147 | 67% | 15% | 2% | 1% | 31% | 12% | 36% |
| physical therapy clinic | 122 | 72% | 41% | 4% | 5% | 38% | 8% | 44% |
| digital marketing agency | 82 | 67% | 29% | 15% | 12% | 17% | 18% | 61% |
| landscaping | 64 | 72% | 36% | 3% | 0% | 44% | 16% | 34% |
| plumber | 58 | 50% | 19% | 3% | 17% | 52% | 10% | 50% |
| basement contractor | 58 | 55% | 22% | 2% | 0% | 26% | 22% | 43% |
A few patterns stand out:
- Law firms name their people. Half of law firm sites name an attorney or owner, against 15% for trucking and staffing companies.
- Trades are the least instrumented. Half of plumbers and 44% of landscapers have no analytics, against 17% of digital marketing agencies.
- Agencies practice what they sell, partly. Marketing agencies have the most chat widgets (15%) and blogs (61%), but one in six still runs no analytics.
- Plumbers lead on online booking (17%), the highest of any trade here. Field-service tools like ServiceTitan and Housecall Pro are among the booking tools we detect most often.
What this means if you sell to local businesses
Each gap above is a reason to call someone:
- Web designers: the 12% on site builders, and the 33% with no analytics, are the easiest redesign conversations. Pair them with the businesses that have no website at all.
- AI receptionist and chat vendors: 94% have no chat widget. Trades that depend on calls and have no chat or booking are the obvious first list. See AI receptionist sellers.
- Ads and SEO agencies: 86% have no ad pixel and 60% have no blog. A business with strong Google reviews but no pixel and no blog is getting found despite its website, not because of it. See web design and SEO agencies.
- Reputation management: only 7% show a review widget, while the median business in this set has 43 Google reviews and a 4.6 average rating. Most are not using the reviews they already have. See reputation management.
The method for turning these signals into a ranked list is in qualifying local leads with tech stack signals.
Get the same data for your market
Every number on this page comes from fields LeadMerlin returns for each business: CMS, chat, booking, ordering, review tools, analytics, ad pixels, blog, social profiles, emails with their check status, and the owner’s name when the site states it. Run a search for any trade and city, and filter on the gaps you sell into.
To check a single site first, use the free website tech checker. New accounts get 100 free leads, no card needed. Run your first search, or read the API docs.
You can cite or reuse these numbers with a link to this page. Data: LeadMerlin, 1,448 US local business websites, June to November 2026.