Website ROI Calculator

Every marketing channel produces some number of customers per dollar spent. A contractor website is no different. The math is: monthly visitors x visitor-to-inquiry rate x close rate x average job value = monthly revenue. Subtract site cost and you have net.

The reason a website is a good sales channel for local service contractors is that the marginal cost of one more visitor is essentially zero once the site is built and ranked. A Google ad costs the same per click on visitor one thousand as it did on visitor one. A ranked local site produces the thousandth visitor for near zero additional cost.

Organic search from high-intent queries (service + city, near me + service, emergency + service): 8 to 15 percent inquiry rate, 25 to 40 percent close rate.

Google Business Profile calls: 20 to 35 percent inquiry rate on profile views, 30 to 45 percent close rate.

Paid search (Google Ads): 3 to 8 percent inquiry rate depending on ad quality, 20 to 30 percent close rate.

Social and display: 0.5 to 2 percent inquiry rate, 10 to 20 percent close rate.

The takeaway: same site, radically different economics depending on where the traffic comes from. High-intent search traffic is worth 5x to 10x general display traffic for the same visitor count.

Fast load: sites under 2 second load times convert 50 to 100 percent higher than sites over 5 seconds. Mobile especially.

Click-to-call above the fold: a phone number that is one thumb tap away doubles inquiry rates on mobile.

Clear service area: homeowners want to know if you work in their town within 5 seconds of landing.

Trust signals: real photos, real reviews (Google embeds, not fake testimonials), licensed and insured statements, physical address.

Simple form: name, phone, address, service. Anything longer than 5 fields drops conversion rate 30 to 50 percent.

Traditional contractor websites: $3,000 to $15,000 upfront, plus hosting and maintenance. Payback depends on how quickly the site produces enough customers to cover the upfront investment.

Managed local site models like Peak Local Leads: no upfront cost. We build and rank the site; you pay a flat monthly rate only after a free trial week where you take the calls. No payback calculation needed because there is nothing to pay back.

Both models can work. The trade-off is upfront capital vs monthly commitment. A contractor with cash to invest and a slow year to plan around can win with the traditional path. A contractor with immediate cash flow pressure benefits from the flat-monthly model.

Peak Local Leads builds and ranks a site for one contractor per Texas market, covers the upfront cost ourselves, and only charges flat monthly after you have taken calls for a free week. If your area is open, ask us.