Website ROI Calculator

The ROI calculator uses a straightforward four-variable model to estimate the revenue impact of improving your website's conversion rates. Here's exactly how each part works:

Current revenue is calculated as: monthly visitors × visitor-to-enquiry rate ÷ 100 = monthly enquiries. Then: monthly enquiries × enquiry-to-customer rate ÷ 100 = monthly customers. Finally: monthly customers × average customer value = current monthly revenue.

Improved revenue applies two uplift assumptions based on typical results from professional website redesigns. The visitor-to-enquiry rate is increased by 2 percentage points (e.g. from 2% to 4%), and the enquiry-to-customer rate is increased by 5 percentage points (e.g. from 25% to 30%). These figures are based on industry benchmarks, professional redesigns that improve design, usability, trust signals and call-to-action clarity typically see enquiry rate improvements of 1–4% and customer conversion improvements of 3–8%.

Potential uplift is the difference between improved revenue and current revenue. The percentage increase is calculated as: (improved revenue − current revenue) ÷ current revenue × 100.

These are indicative figures, not guarantees. Your actual results will depend on your industry, current website quality, competition, traffic sources and the specific improvements made. A website scoring 40/100 on our grader has more room for improvement than one scoring 75/100. For a detailed analysis of your specific situation, book a free discovery call.

Industry benchmarks used: Typical small business websites convert visitors to enquiries at 1–3%. Well-optimised sites achieve 3–6%. The average enquiry-to-customer conversion rate ranges from 15–35% depending on industry. Average customer value varies enormously, from £50 (retail) to £5,000+ (B2B services).