The number is only as meaningful as the definition behind it. Decide what counts as a conversion and measure it consistently, whether that is a phone call over thirty seconds, a completed contact form, a booked appointment or a chat that produced a name and number. Measure by page and by traffic source as well as site wide, because one bad landing page or one bad ad group can drag an average down while everything else works. Avoid comparing your rate to published industry benchmarks, which vary enormously by definition and are rarely calculated the same way twice.
For a service business the practical use is finding where interest is leaking. A clinic page with strong traffic and almost no calls usually has a specific fault: no phone number near the top on mobile, a form asking for information nobody wants to give before talking to a person, no insurance details, or no indication of how soon someone can be seen. Fixing those typically beats buying more traffic, because you already paid for the visitors you are losing. Improve the page first, then scale the spend.
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