Website grader
See what your website is missing, with a strict yes or no verdict and a fix for each gap.
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Is your website worth what it costs?
A website is worth what it brings in, not what it costs. Put in your own traffic, enquiry rate and job value, and see the return in pounds, and how many jobs it takes to pay for itself.
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Your numbers, your return
How it works
The sums behind the answer
Enquiries
Visitors a month × the share who get in touch. A typical small-business site converts a few per cent of visitors, but yours may be higher or lower - use your own figure where you have one.
New customers
Enquiries × the share you turn into paid work. Enquiries from your own website tend to close well, because the customer has already chosen you.
Profit, not revenue
New customers × job value × the jobs each customer brings (repeat work and referrals) × your margin. Counting profit, not turnover, keeps the return honest.
Return on the cost
First-year profit minus the first-year cost (the upfront fee plus twelve months), divided by that cost. Year two and beyond usually look better, because the upfront fee is behind you.
Jobs to cover it
The monthly fee ÷ the profit from one new customer. It is the number to keep in your head: if the site wins more than that each month, it is paying for itself.
What this does not know: your market, your competition or your reviews. A better website turns more of your visitors into enquiries; it does not create demand on its own. Treat the result as a planning estimate from your figures, not a forecast.
Questions
Common questions
What is a good ROI for a small business website?
Any website that brings in more profit than it costs has a positive return, and for most local businesses the bar is low: one or two extra jobs a month covers a typical monthly fee. The useful question is not the percentage but how many jobs a month the site needs to win to pay for itself.
How do I find my website visitors and enquiry rate?
Visitors are in Google Analytics, or in Google Search Console under Performance (clicks are a good floor). For the enquiry rate, count the calls, forms and messages that came from the website last month and divide by visitors. If you have no data yet, start with a cautious guess and change it later.
Should I count revenue or profit?
Profit. Revenue makes every website look like a bargain, but you only keep your margin on each job. This calculator multiplies by your margin so the return compares like with like: money you keep against money you spend.
Why include repeat work and referrals?
Because a new customer is rarely worth one job. A customer who comes back once, or recommends you to a neighbour, doubles the value of the enquiry that brought them in. Set the figure to 1 if you want the most cautious answer.
Does a new website guarantee more enquiries?
No, and nobody honest can promise that. A well-built site makes it easier for the people who find you to get in touch, and easier for Google to show you. The calculator shows what the site is worth at the figures you enter, so you can decide what is realistic for your business.
Want a website that pays for itself?
£299 setup, then £99 a month. Live in 3 working days. Tell us what your business does - we reply the same working day.