How to Track ROI on Your Contractor Website Investment

What to Track

Lead Volume

How many form submissions and phone calls does your website generate per month? Set up Google Analytics goals to track form submissions, and use call tracking to attribute phone calls to your website.

Lead Quality

Not all leads are equal. Track which leads actually convert to paying jobs. A simple spreadsheet works: date, lead source, service requested, quoted amount, won/lost.

Cost Per Lead

Divide your total website investment (design + monthly hosting) by the number of leads generated. If you spent $2,000 on your site and $99/month on hosting, your first-year cost is $3,188. If you generate 100 leads, your cost per lead is $31.88.

Revenue Per Lead

Track the average revenue from website-generated leads. If your average job is $3,000 and you close 30% of leads, each lead is worth $900 on average.

ROI Calculation

ROI = (Revenue from website leads - Website cost) / Website cost × 100

Example: 100 leads × 30% close rate × $3,000 average job = $90,000 revenue. Website cost: $3,188. ROI: 2,723%.

Tools I Use

Google Analytics — free traffic and conversion tracking

Custom analytics dashboard — I build these into every client site

Google Search Console — track keyword rankings and impressions

CRM/Spreadsheet — track lead-to-customer conversion

The contractors who track their ROI consistently invest more in their websites — because they can see exactly what it returns.