Your website has a number. You should know it.
Most contractor sites convert at under 2%. An optimized one converts at 4 to 6%. The gap between your number and the benchmark is not theoretical. It is jobs going to someone else every month. This calculator does the math for your trade.
Benchmarked against the 380 contractor websites in the Fervor Contractor CRO Index.
How the math works
Three inputs, one honest number
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 have not been touched, that runs between 1 and 2%. For a site that has been properly optimized, 4 to 6% is realistic. And that is not aspirational. It is what we see across dozens of trades.
We use a 20% estimate-to-job close rate. That is the conservative end. 28% is more common when the lead comes 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 the 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 does not change. Even if your average job is half of what we show, the gap still compounds into real money every month.
The point is not decimal-point precision. It is that even a 1.5% improvement in conversion rate, which is achievable on most contractor sites in 30 days, compounds into meaningful annual revenue from the same traffic you are already paying for. No new ad spend. No new leads. Just fixing what is already broken.
Worked example
A roofer at 600 visitors a month
Today, 1.5% CVR
$28,000
600 visitors x 1.5% = 9 leads. At a 25% close rate, roughly 2 jobs. At $14,000 average job value, about $28,000 per month.
Optimized, 4% CVR
$84,000
Same 600 visitors. Now 24 leads a month, 6 jobs closed, roughly $84,000 in monthly revenue.
The monthly gap
$56,000
Annualized, over $672,000. Same traffic. Same market. Same crew answering the phone.
Know your number. Then fix the leak.
The free Fervor Site Inspection shows you specifically where your conversion rate is bleeding. Which pages underperform, which forms lose people, and what the fix looks like. Specific issues. Specific fixes. Ranked by the revenue they cost you.
Get your free Site Inspection