Free Tool
The Lead Leak Calculator
Every contractor website has a conversion rate. Most are under 2%. Industry average for an optimized contractor site is 4–6%. That gap — between what you're converting now and what you should be — represents real jobs going to your competitors every month.
This calculator shows you the number. Enter what you know about your site, and it tells you how many leads and jobs you're losing based on your trade's average project value.
Calculate your monthly revenue leak
Check Google Analytics or ask your web person. If you don't know, use 300 as a conservative estimate for a local contractor site.
What percentage of visitors fill out a form or call? If you don't know, enter 1.5 — that's a common rate for unconverted contractor sites.
Used to calculate average project value.
What percentage of leads you meet turn into signed contracts? Industry benchmark is 20–28%. Enter your honest number.
Fill in the fields and click calculate to see your numbers.
How this calculator works
The math is straightforward. Conversion rate is the percentage of website visitors who take an action — fill out a form, click a phone number, book a consultation. For most unconverted contractor sites, this runs 1–2%. For properly optimized contractor sites, 4–6% is a realistic benchmark.
We use a 20% estimate-to-job close rate for the calculation — the conservative end of the industry benchmark range (28% is more common for self-generated leads). If your close rate is higher, your actual revenue leak is worse than what the calculator shows.
Project values come from Fervor's trade averages based on typical high-end scope in each category. Actual values vary by market, scope, and pricing strategy — treat these as directional, not definitive.
The point isn't precision. The point is that even a 1.5% improvement in conversion rate — which is achievable in 30 days on most contractor sites — compounds into significant annual revenue from the same traffic you're already paying for.
A worked example
A roofing contractor gets 600 monthly visitors. Current conversion rate: 1.5%. That's 9 leads per month. At a 25% close rate: 2.25 jobs. At $45,000 average job value: $101,250/month in revenue.
After optimization to 4% conversion: 24 leads per month, 6 jobs, $270,000/month in revenue.
The monthly revenue leak: $168,750. Annual: over $2 million in revenue from the same traffic.
This is not an outlier case. This is math applied to a realistic traffic level for a local roofing contractor with a site that hasn't been conversion-optimized.
Know your number. Fix the leak.
The free Fervor Grade™ site inspection shows you specifically where your conversion rate is bleeding — which elements are underperforming and what the fix looks like. No vague recommendations. Specific issues, specific fixes, prioritized by revenue impact.