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.

A website has two separate cost lines and they behave differently. The build is a one time capital cost. Hosting, content, search work, and the systems that answer inquiries are ongoing operating costs. Payback math only works when you count both, because a site that was cheap to build and then left alone rarely produces enough traffic to pay for itself.

Whatever you spend on the build, the asset should end up in your name. A site you own keeps its rankings, its content, and its call history when you change vendors. Put your own build figure and your own monthly operating figure into the calculator above to see your real payback period.

Peak Local Leads works the ongoing side of that. We do the search work on the website you already own or build a new one designed to rank, which you own outright, and we run the systems that answer the phone and keep your reviews current: instant response to every form and missed call, an AI receptionist for the calls that land while you are working, and steady Google and Facebook review flow.

Peak Local Leads works the other side of that. We do the search work on the website you already own or build a new one designed to rank, which you own outright, and we run the systems that answer the phone and keep your reviews current: instant response to every form and missed call, an AI receptionist for the calls that land while you are working, and steady Google and Facebook review flow.