"Good" is not one number. What counts as a healthy website for a restaurant is not what counts for a SaaS product or an auto dealer, and the gap between industries is wider than most site owners assume. To measure it, we analyzed 1.1 million US business homepages across 26 industries, combining real-user Core Web Vitals from Chrome field data with structured-data and conversion-tooling signals from a 2026 crawl. This is the dataset behind Stackra's business-type-aware scoring: the reason your site is compared to businesses like yours, not to a generic web-wide average. Every figure below comes from that corpus.
Structured Data: The Widest Gap Between Industries
Structured data (the JSON-LD schema markup that tells search engines and AI assistants what a page is about) has the largest industry spread of anything we measured. Across all 1.1 million sites, about 70% carry some structured data, which means roughly 30% publish none at all. The industry range is enormous. Home services leads at 88%, with professional services (87%) and healthcare (84%) close behind. At the other end, only 36% of government sites, 42% of education sites, and 48% of religious organizations use it. This is the cheapest visibility lever a site can pull, and it is the one where a low-adoption industry offers the most room to stand out.
Roughly 30% of US business websites publish no structured data, the markup that tells search engines and AI assistants what the business does.
Core Web Vitals: Automotive and Real Estate Trail the Field
Core Web Vitals measure real-user loading, responsiveness, and visual stability. Of the sites with Chrome field data, 65% pass overall, but the industry spread is stark. Recreation (76%), restaurants (74%), and retail (73%) sit at the top. Automotive is the clear outlier at 36%, roughly half the pass rate of the leaders, followed by real estate and home services at 48%. The automotive result is notable because 91% of those sites run analytics, so it is not that dealers are not measuring. The drag is structural: image-heavy inventory pages and embedded third-party dealer widgets are exactly the kind of load real browsers feel.
Only 36% of automotive sites pass Core Web Vitals, roughly half the rate of the best-performing industries, largely a function of image-heavy inventory pages and third-party dealer widgets.
The Full Industry Breakdown
Every industry with at least 5,000 sites in the corpus. Structured data, analytics, and LocalBusiness schema are adoption rates across all sites in that industry. Core Web Vitals pass rate is measured only on the share of sites that have real-user field data.
| Industry | Sites | Structured data | Passes CWV | Analytics | LocalBusiness schema |
|---|---|---|---|---|---|
| Retail | 153,548 | 69% | 73% | 80% | 17% |
| Restaurant | 137,829 | 69% | 74% | 63% | 20% |
| Healthcare | 93,686 | 84% | 70% | 80% | 24% |
| Nonprofit | 77,212 | 65% | 70% | 70% | 18% |
| Education | 68,361 | 42% | 61% | 80% | 14% |
| B2B services | 63,064 | 78% | 62% | 83% | 18% |
| Automotive | 56,488 | 78% | 36% | 91% | 12% |
| Real estate | 53,103 | 77% | 48% | 90% | 23% |
| Home services | 48,684 | 88% | 48% | 88% | 36% |
| Entertainment | 46,212 | 66% | 72% | 72% | 22% |
| Wellness & beauty | 37,654 | 78% | 70% | 72% | 35% |
| Content & media | 37,546 | 61% | 59% | 82% | 6% |
| Professional services | 37,318 | 87% | 61% | 83% | 23% |
| Hospitality | 36,618 | 78% | 70% | 77% | 22% |
| Recreation | 33,315 | 68% | 76% | 73% | 24% |
| Religious | 30,680 | 48% | 73% | 60% | 17% |
| Government | 29,344 | 36% | 68% | 69% | 7% |
| SaaS | 14,731 | 65% | 55% | 84% | 6% |
| Financial services | 14,145 | 68% | 56% | 86% | 10% |
Source: Stackra corpus, 1.1 million US business homepages, 2026. Core Web Vitals from Chrome real-user field data; structured-data and tooling signals from homepage crawl.
Conversion Tooling: Booking and Reviews Are Underused
Two tools that directly drive bookings and trust are rare almost everywhere. Online booking barely registers: recreation leads at 10%, hospitality at 7%, and most industries sit under 3%, including service categories where scheduling is the whole transaction. Visible review tooling is similarly thin, with retail (16%) and home services (13%) the only industries in double digits. For a local service business, these are two of the most direct levers available, and the low adoption across the board means adding them is a genuine point of differentiation rather than table stakes.
What This Means for Your Site
The practical takeaway is that a single web-wide benchmark will mislead you. Three things to do with this data:
- •Benchmark against your own industry, not the internet. A 48% Core Web Vitals pass rate is below average for a restaurant but roughly on par for an auto dealer or real estate site. Context changes what the number means.
- •If you are in a low-structured-data industry, that is your fastest win. Government, education, and religious sites that add schema markup stand out immediately against peers, and it is the strongest lever for showing up in AI-generated answers.
- •Look at the tooling gaps in your sector. If you run a service business and 97% of your peers have no online booking, adding it is a differentiator, not a catch-up.
Frequently asked questions
Common questions about how website quality differs across industries.
How is website quality measured across industries?
This analysis uses three independent signals from 1.1 million US business homepages: structured data adoption (the JSON-LD schema a site publishes), real-user Core Web Vitals from Chrome field data (loading, responsiveness, and visual stability), and conversion tooling (booking and review systems). Each is measured per site and then aggregated by industry, so the comparison reflects how sites in a sector actually perform, not a lab test or a survey.
Which industries have the best websites?
It depends on the metric. Home services, professional services, and healthcare lead on structured data (84% to 88% adoption). Recreation, restaurants, and retail lead on real-user Core Web Vitals (73% to 76% pass). No single industry tops every measure, which is exactly why a one-size-fits-all benchmark is misleading.
Why do so many websites lack structured data?
Structured data is invisible to visitors, so it is easy to skip, and adoption tracks how technical a sector's site builders tend to be. Industries that lean on developers or specialized platforms (home services, professional services, healthcare) adopt it heavily, while sectors that often run older or volunteer-built sites (government, education, religious organizations) lag, with only 36% to 48% adoption. Because it is the markup search engines and AI assistants read to understand a page, the gap is a real visibility opportunity for anyone in a low-adoption industry.
Does my industry affect my website score?
In Stackra, yes. Business-type detection identifies what kind of site you run and compares you against how businesses like yours actually perform, using this corpus of 1.1 million US sites. A local landscaper is not penalized for lacking an e-commerce checkout, and a SaaS product is not measured against restaurant benchmarks. Your score reflects what good looks like in your industry.