The Cost of Inaction

The calculator does one piece of arithmetic, then applies two fixed assumptions to it. Here is exactly what happens when you move a slider.

The 40% and 25% are assumptions, not a promise

They are illustrative planning figures. They are not a forecast for your business and not a result we have measured for a client. What you actually gain depends on your market, your competitors, where your site starts and how much of the work gets done. If you want a number grounded in your own data, start with a free business and website audit.

Getting your inputs right

• Monthly visitors: use monthly users from Google Analytics or whatever analytics your site runs, not pageviews.
• Conversion rate: the share of visitors who become paying customers. If you track leads rather than sales, multiply your lead rate by your close rate first. Entering the lead rate on its own overstates revenue.
• Average customer value: what a typical customer pays you. Use the first job for a cautious estimate, or lifetime value if most customers come back.

What it leaves out

It does not subtract what the marketing costs, allow for seasonality, or separate new customers from repeat ones. Because the formula multiplies the three inputs, a 10% improvement in any one of them raises revenue by the same 10%. That is why conversion deserves as much attention as traffic: local SEO brings in more visitors, and technical foundation work (site speed, missed-call text-back, call tracking) helps more of them turn into customers.

Want to sanity-check your own numbers with someone? Contact us.