Conversion
The share of people landing on your page who end up doing what you wanted. In a service business, calling.
A hundred in and five calls is a five percent conversion. It is useful because it separates two problems that get confused constantly.
Few visitors means a visibility problem, fixed with Google, reviews or ads. Visitors who never call means the problem is the page, and spending more to bring traffic is throwing money away.
For a local business landing page, two to ten percent is normal. Below two, something is broken, usually a hidden phone number or missing proof of real work.
What to do about it
Count the calls that come from the site over a month. Without that number you do not know which of the two problems you have.
Other words about the same thing