Free Tool
Your website has a number. You should know it.
Every contractor site converts at some rate. Most sit under 2%. And an optimized contractor site? That converts at 4–6%. So the gap between your number and that benchmark isn't theoretical. It's jobs. Going to someone else. Every month.
This calculator does the math for your trade. Plug in what you know about your traffic, and it'll show you what that gap actually costs in leads, jobs, and dollars.
Run your numbers
Check Google Analytics or ask whoever manages your site. If you genuinely don't know, 300 is a conservative starting point for a local contractor.
Enter your estimated monthly website visitorsWhat percentage of visitors actually do something — fill a form, click a phone number, book a call? If you don't track this, 1.5% is typical for a contractor site that hasn't been optimized.
Enter your current website conversion rate as a percentageWe use this to pull your trade's average job value.
Select your trade to calculate with your average job valueOut of every 10 estimates you give, how many turn into signed contracts? Industry sits between 20–28%. Be honest with yourself here.
Enter the percentage of leads that become signed jobsFill in the fields and hit the button. Your numbers will show up here.
How the math works
Conversion rate is the percentage of your visitors who actually do something useful — fill out a form, tap a phone number, book a consultation. For most contractor sites that haven't been touched, this runs between 1–2%. For a site that's been properly optimized for conversion? 4–6% is realistic. And that's not aspirational. That's what we see across dozens of trades.
We use a 20% estimate-to-job close rate in the calculation. That's the conservative end — 28% is more common when leads come through your own site rather than a third-party platform. So if your close rate is higher than 20%, the actual revenue leak is worse than what this calculator shows. Not better.
Job values come from Fervor's trade averages based on typical scope in each category. Your actual numbers vary by market, scope, and pricing — but the direction doesn't change. Even if your average job is half what we show, the gap still compounds into real money every month.
The point isn't decimal-point precision. It's that even a 1.5% improvement in conversion rate — which is achievable on most contractor sites in 30 days — compounds into significant annual revenue from the same traffic you're already paying for. No new ad spend. No new leads. Just fixing what's already broken.
A worked example
Say you're a roofer getting 600 monthly visitors. Your conversion rate sits at 1.5%. That's 9 leads per month. At a 25% close rate, you're signing roughly 2.25 jobs. At $45,000 average job value? That's $101,250 per month in revenue.
Now bump conversion to 4%. Same 600 visitors. But now you're pulling 24 leads per month, closing 6 jobs, and generating $270,000 per month in revenue.
The monthly gap: $168,750. Annual: over $2 million. From the same traffic, the same market, the same crew answering the phone.
And this isn't a cherry-picked scenario. It's math applied to a realistic traffic number for a local roofing company whose site hasn't been conversion-optimized. The traffic was already there. The site just wasn't doing anything with it.
Know your number. Fix the leak.
The free Fervor Grade™ site inspection shows you specifically where your conversion rate is bleeding — which pages underperform, which forms lose people, and what the fix looks like. No vague recommendations. Specific issues, specific fixes, ranked by how much revenue they're costing you.