Website ROI calculator

Multiply monthly visitors by your enquiry conversion rate to get leads, multiply leads by your close rate to get customers, then multiply by average deal value. Compare twelve months of that figure against the build cost plus hosting and support. The result is a contribution estimate, not a guarantee — it is only as good as the conversion and close rates you put in.

Use your own if you have it in analytics, because sector averages hide enormous variation. If you genuinely have no data, model a low and a high case rather than picking one number, and treat the low case as your planning figure. A range you can defend is more useful than a single number you cannot.

It depends on deal value more than traffic. A business with a $20,000 average project can recover a build from a handful of enquiries; a low-value transactional business needs sustained volume. Payback also assumes traffic exists — a new site with no audience needs an acquisition plan alongside it, whether that is SEO, referral or paid.

Take total revenue for the last twelve months and divide by the number of customers who bought. It is rough, but it is grounded in something real. If your work spans very different project sizes, run the calculation separately for each type rather than averaging across them, because a blended figure will misrepresent both.

No — it models first-purchase value only, which makes the estimate deliberately conservative. If a typical customer returns or renews, your real return is higher. Businesses with strong repeat revenue should treat this figure as a floor rather than a forecast.