What the index measures
Two different things, kept apart because they have different denominators.
- Listing figures count every Google listing returned for a trade's searches and ask whether the listing shows a website at all. They exist for both metros and are the only figures the two can be compared on.
- Booking figures count established websites that loaded for the crawler and ask whether the homepage showed a booking tool or booking wording. They exist for Toledo only, because Cleveland's websites have not been tested.
Definitions for every term are in the glossary.
The two samples side by side
| Measure | Toledo, Ohio | Cleveland, Ohio |
|---|---|---|
| Google listings collected | 4,426 | 1,324 |
| Listings with no website | 22% | 34% |
| Count with no website | 989 | 454 |
| Social page only | 102 | 34 |
| Established websites tested for a booking path | 1,663 | Not yet tested |
| Share showing no booking path | 52% | Not measured |
The first four rows count every Google listing in the sample and are comparable between the two metros. The last two rows describe tested websites and exist for Toledo only.
Download the data
The same counts the pages above use, as plain files. They hold counts and definitions, no business names or contact details.
- booking-index.json, with the definitions and dates inside the file.
- booking-index.csv, one row per metro and trade.
What is not measured yet
- Any metro other than Toledo and Cleveland. A figure for Ohio, the Midwest or the United States would be a claim about places we have not measured.
- Cleveland's booking figures, because its websites have not been tested.
- Whether a booking path works once a customer uses it. The index measures whether a path is visible on the homepage, not how well it performs.
How to cite
Name HelpWin, the metro and the date, and link to this page. Keep the definition with the figure: a share of listings and a share of tested websites are different numbers.
Changelog
- 2026-10-24: first release. Toledo listings and website tests; Cleveland listings only.
Questions
Is the HelpWin Booking Index a national figure?
No. It covers two Ohio metros, Toledo and Cleveland. Toledo's websites were tested for a booking path; Cleveland's listings were counted but its websites have not been tested, so the index reports Cleveland listing figures only.
Can I cite or reuse the Booking Index data?
Yes. The counts are published as a download on this page, and the cite block gives the wording to use. Please name HelpWin and link to this page, and keep the definitions with the figures.
How often is the Booking Index updated?
When a new metro is tested or an existing one is re-run. The changelog on this page records each change and its date.
Related guides
HelpWin publishes this guide and sells online booking tools for local businesses, including the upcoming Book Button. We wrote it to be useful whether or not you ever use them. Published 2026-10-24, updated 2026-10-24, by HelpWin.