A website is an investment. Measuring its return helps you decide how much more to invest and where.
Costs
Build cost spread over its expected life (say 3 years), plus yearly running costs.
Returns
- Online sales directly from the site.
- Enquiries from forms, calls and WhatsApp clicks.
- Customers who checked your website before buying offline.
Value of enquiries
Enquiries × close rate × average customer value = revenue influenced. Calculate lead value with our lead value calculator.
Calculate ROI
ROI = (profit from website customers − website costs) ÷ website costs. Use our ROI calculator.
Track properly
- Conversion tracking in Analytics.
- “How did you hear about us?” on every enquiry.
- Separate phone numbers or WhatsApp messages for website leads.
Improve returns
Better conversion and more targeted traffic often raise ROI more than redesigns. Read conversion optimisation for service businesses.
Want the full picture? This article is part of Business websites: the complete guide, our in-depth guide with everything in one place.
