What is a visitor worth
to your business?
Most businesses know their sale value. Very few know what a single website visitor, enquiry, or lead is worth — and that gap is costing them money. This calculator works backwards from your sale value to put a euro figure on every stage of your funnel, so every marketing decision has a number behind it.
Stop guessing. Start spending with confidence.
Without a revenue model, marketing budget decisions are based on gut feel. You don’t know whether €500 on Google Ads was money well spent or money wasted. You don’t know whether your salesperson should spend an hour on every enquiry or only the warm ones. You don’t know how much your website is actually worth to your business.
The funnel model fixes that. Once you know that each visitor is worth €22 to you, everything changes.
Set real budget limits
Know the maximum you can pay per click before a campaign becomes unprofitable — and stop overpaying for traffic.
Compare channels fairly
Measure SEO, paid ads, and referrals on a like-for-like basis. One number cuts through the vanity metrics.
Find the highest-leverage fix
Improving your close rate from 15% to 20% is often cheaper than buying more traffic. The model shows you where to focus.
Brief agencies with confidence
Give suppliers a real target cost per lead — not just a budget. You’ll get better results and better accountability.
Three steps to your funnel model
Enter your sale value and monthly target
Use your average sale value — if you have a range of services, start with your most common. Set how many sales you want to close per month.
Set your conversion rates
If you’re not sure, start with the defaults (10% visitor-to-lead, 50% lead-to-enquiry, 15% enquiry-to-sale). These are typical starting points for service businesses — refine them as you gather real data from your CRM and analytics.
Ask the “what if” questions
What if you improved your landing page and doubled your visitor-to-lead rate? Slide it up and watch your visitor value increase. That’s the business case for a better website. What if your close rate improved by 5%? That’s the business case for sales training.
What this model doesn’t capture
This calculator is a starting point, not a financial forecast. It gives you direction and a basis for decisions — but keep these caveats in mind as you use it.
It assumes all sales have the same value. If you have a range of services or products, use your average order value, or run the model separately for each offering to compare.
Conversion rates vary by channel. A visitor from a personal referral converts very differently to one from a cold paid ad. Your blended rates are useful for overall planning, but channel-level tracking will give you sharper insight over time.
It doesn’t account for costs. The “value per visitor” figure is revenue-based, not profit-based. Factor in your margin, fulfilment costs, and overhead to arrive at a true maximum cost per acquisition.
Repeat business isn’t included. If your customers return or refer others, each sale is worth more than its face value. Consider using lifetime customer value instead of single sale value for a more accurate picture.
The model is only as good as your data. If you’re estimating conversion rates, treat the outputs as directional rather than definitive. The real value comes once you’re tracking actual numbers from your CRM and analytics.