Our ROI Calculator helps you project your potential return on investment from web design and lead generation services. This guide explains each input, where to find your numbers, and how to interpret the results.

Want to follow along?

Open the calculator in another tab: Open ROI Calculator →

Step 1: Select Your Industry (Optional)

The first thing you'll see is an industry selector. This is optional but helpful—when you select your industry, the calculator pre-fills typical values based on real market data.

Available industries include:

Plumbing Services
HVAC / Heating & Cooling
Electrical Services
Roofing & Exteriors
Landscaping & Lawn Care
Dental Practice
Chiropractic / Physiotherapy
Legal Services
Accounting & Bookkeeping
Real Estate Agent
Cleaning Services
Auto Repair Shop

Pro tip: Even if you select an industry preset, you can (and should) adjust any values that don't match your specific business.

Step 2: Enter Your Current Business Numbers

Current Monthly Website Visitors

What it means: How many people visit your website each month.

Where to find it:

Google Analytics → Reports → Life cycle → Engagement → Overview
Google Search Console → Performance tab
Your website builder's built-in analytics (Squarespace, Wix, etc.)

If you don't know: Use 500 as a starting point for an established business, or 0 if you're launching a new website.

Current Website Conversion Rate (%)

What it means: The percentage of website visitors who contact you (call, email, fill out a form).

How to calculate: (Number of leads per month ÷ Monthly visitors) × 100

Example: 15 leads ÷ 500 visitors = 0.03 = 3% conversion rate

Industry benchmarks:

Poor website: 1-2%
Average website: 2-3%
Good website: 4-5%
Optimized landing page: 6-10%+

Average Job/Sale Value ($CAD)

What it means: How much revenue you typically earn from one customer or job.

How to calculate: Look at your last 20-30 invoices and find the average. Or use your accounting software to pull the average transaction value.

Typical values by industry:

Plumber: $350-500 per job
HVAC: $600-1,000 per service call
Dentist: $800-1,500 per patient (annual value)
Lawyer: $2,000-5,000 per case
Real Estate Agent: $8,000-15,000 per transaction (after splits)

Lead-to-Customer Close Rate (%)

What it means: What percentage of leads you convert into paying customers.

How to calculate: (Customers this month ÷ Leads this month) × 100

Typical close rates:

Emergency services (plumber, HVAC): 50-60%
Home improvement: 25-40%
Professional services: 30-45%
Real estate: 10-20%

Step 3: Set Your Projections "With Lead Flow North"

Expected Traffic Increase (%)

What it means: How much more traffic you expect with SEO, local listings, and an optimized website.

The slider ranges from +25% to +300%. Here's what's realistic:

+25-50%: Conservative estimate for basic SEO improvements
+50-100%: Typical for comprehensive local SEO + new website
+100-200%: Strong results with SEO + content marketing + local listings
+200-300%: Aggressive growth with SEO + paid ads + content strategy

Expected New Conversion Rate (%)

What it means: Your projected conversion rate with a professionally designed, optimized website.

Data source: According to Unbounce's 2024 Conversion Benchmark Report (analyzing 464 million visits), the median landing page conversion rate is 6.6%.

5-6%: Conservative target for a new website
7-8%: Good target with conversion optimization
9-10%+: Achievable with dedicated landing pages and A/B testing

Step 4: Configure Your Investment

Website Build (One-Time)

Select the package that matches your needs:

Starter Site - $2,500: 5-7 pages, mobile-responsive, basic SEO
Growth Site - $5,000: 10-15 pages, conversion-optimized, advanced SEO
Enterprise Site - $10,000: Custom functionality, multiple funnels, integrations
Already have a website: Select $0 if you're only adding marketing services

Monthly Services

None - Just the website: One-time build with no ongoing services
Essential ($500/mo): Hosting, maintenance, basic SEO, support
Growth ($1,000/mo): + Lead generation, automation, email marketing
Scale ($2,000/mo): + PPC management, content marketing, dedicated support

Step 5: Understanding Your Results

The calculator displays several key metrics. Here's what each one means:

New Monthly Leads

The projected number of leads you'll receive each month. This is calculated as:

New Visitors × New Conversion Rate = New Monthly Leads

New Monthly Revenue

Your projected monthly revenue from website leads:

New Monthly Leads × Close Rate × Average Job Value = New Monthly Revenue

Cost Per Lead

How much you're paying for each lead (based on monthly services only):

Monthly Service Cost ÷ New Monthly Leads = Cost Per Lead

For comparison: Google Ads typically costs $50-200+ per lead for service businesses.

12-Month ROI

Your return on investment over the first year:

((Annual Revenue Increase - Total Year 1 Cost) ÷ Total Year 1 Cost) × 100 = ROI %

An ROI of 300% means for every $1 you invest, you get $3 back.

Payback Period

How many months until your investment pays for itself:

One-Time Cost ÷ (Monthly Revenue Increase - Monthly Service Cost) = Payback Months

A payback period under 3 months is excellent. Under 6 months is very good. Under 12 months is typical.

Step 6: Review the Comparison Table

Below the main results, you'll see a comparison table showing "Current State vs. With Lead Flow North" across all metrics:

Monthly Website Visitors
Conversion Rate
Monthly Leads
Monthly Customers
Monthly Revenue
Annual Revenue Gain

This gives you a clear picture of the potential transformation in your business.

Tips for Accurate Projections

Be Conservative

When in doubt, use lower estimates. It's better to be pleasantly surprised than disappointed. If results still look good with conservative numbers, you know you're making a sound investment.

Use Real Data

The more accurate your inputs, the more useful your projections. Take 10 minutes to pull your actual analytics and financial data before using the calculator.

Run Multiple Scenarios

Try different combinations: conservative traffic + aggressive conversion, or vice versa. See how sensitive your ROI is to different assumptions.

What's Not Included in the Calculator

The calculator provides estimates based on your inputs. It doesn't account for:

Seasonality: Some businesses have busy and slow seasons
Competition changes: New competitors entering your market
Economic factors: Recessions, market shifts
Your effort: Results depend partly on how well you follow up on leads
Repeat business: The calculator shows first-time customer value, not lifetime value

That said, for most small businesses, the calculator provides a solid directional estimate of what's possible.

Next Steps

After running your calculations:

Screenshot your results for reference
Book a strategy call to discuss whether the projections are realistic for your specific situation
Compare scenarios to find the right investment level for your business

Remember: the calculator shows potential, not guarantees. But it's the best way to make an informed decision about your marketing investment.

How to Use Our ROI Calculator: A Step-by-Step Guide