Small businesses without websites
Of 2,84,159 small-business listings we have checked, 88,217 have no website at all — 31.0%. Here is how that breaks down by country and by city, and what it means if you sell websites for a living.
The number depends entirely on where you look
This is the part most articles get wrong. A US survey figure tells you nothing useful about a market where the rate is many times higher, and a global average tells you nothing about anywhere. Each row below is counted from listings we verified in that country.
| Country | No website | Checked | Gap rate |
|---|---|---|---|
| India | 40,536 | 98,394 | 41.2% |
| United States | 6,721 | 37,159 | 18.1% |
| United Kingdom | 5,585 | 32,793 | 17.0% |
| Germany | 2,649 | 19,606 | 13.5% |
| Australia | 2,029 | 19,216 | 10.6% |
| United Arab Emirates | 1,552 | 5,032 | 30.8% |
| Italy | 1,381 | 4,248 | 32.5% |
| Canada | 565 | 3,558 | 15.9% |
| France | 516 | 2,680 | 19.3% |
| Spain | 432 | 2,921 | 14.8% |
| Portugal | 384 | 1,583 | 24.3% |
| Belgium | 378 | 1,856 | 20.4% |
| Austria | 331 | 2,158 | 15.3% |
| Hungary | 262 | 1,708 | 15.3% |
| Greece | 212 | 1,163 | 18.2% |
| Poland | 211 | 1,563 | 13.5% |
| Netherlands | 170 | 1,743 | 9.8% |
| Switzerland | 154 | 1,833 | 8.4% |
| Denmark | 146 | 1,589 | 9.2% |
| Ireland | 82 | 1,023 | 8.0% |
| Sweden | 70 | 1,313 | 5.3% |
| Czech Republic | 51 | 1,048 | 4.9% |
What this means if you sell websites
The practical consequence of the table above is that the same prospecting method produces completely different results in different markets. Where the gap rate is high, almost every third listing you open is a qualifying lead and volume is never the constraint — closing is. Where it is low, finding a business without a website is itself the hard part, and a list is worth far more than a method.
Worth saying plainly: a high gap rate is not the same as a high close rate. The businesses least likely to have a website are often the smallest and least able to pay for one. The reviews and ratings on each city page exist precisely to separate a trading business with real customers from a listing that has been quiet for two years.
See the businesses, city by city
Common questions
What percentage of small businesses have no website?
There is no single honest answer, because it varies by an order of magnitude between countries. The country table on this page gives our measured rate for each place we cover, with the number of verified listings behind each figure. Treat any article quoting one global percentage with suspicion — it is almost always a US survey applied to the world.
Why do so many small businesses still not have a website?
Mostly because a Google listing plus a phone number already works well enough to keep them busy, and nothing has forced the question. Cost matters less than it used to; time and uncertainty matter more. The common view among owners is that a website is a project rather than a purchase, and no one has ever made it feel small.
Is a Facebook page enough for a small business?
It is enough to be found and not enough to be chosen. A social page gives no control over reach, no stable address to put on a card or a van, and nothing that survives the platform changing its rules. For the businesses on this site it is also the single most common objection you will hear on a first call, so it is worth having a real answer to rather than a dismissal.
Can I see the actual businesses?
Yes, and free. Each city page lists businesses with no website, ranked by how strong a prospect they are, with category, rating and review count. Credits are only spent when you unlock a specific business's phone number and address.
Some categories run several times the average rate. The ranked table shows which, with the verified count behind every row.
View industries ranked