Example
A new website costs $30,000 and generates $150,000 in qualified pipeline in the first year — an ROI of 400%.
Companies that can measure their website's ROI are 1.6x more likely to invest in improvements, according to HubSpot's State of Marketing Report — highlighting how measurement capability drives investment decisions.
What it applies to
Any investment in web design, development, SEO, or digital marketing. Without measuring ROI, budget decisions are made on opinion rather than evidence.
How to measure website ROI
- Define the value of a conversion: What is a demo request worth? If 20% of demos close and the average deal is £10,000, each demo is worth £2,000.
- Track conversions accurately: Set up GA4 conversion events for all key actions. Use UTM parameters on all campaigns to attribute conversions to the correct source.
- Calculate revenue from the website: Total conversions × average conversion value = website-attributed revenue.
- Calculate total cost: Design and build cost + ongoing hosting + maintenance + SEO investment + content creation.
- ROI = (Revenue – Cost) ÷ Cost × 100
Reporting ROI for a website redesign
- Compare conversion rates, organic traffic, and lead volume 3 months before vs 3 months after launch.
- Calculate the incremental revenue from the improvement — attribute it to the redesign investment.
- Most well-executed B2B website redesigns recover their investment within 6–12 months through improved conversion rates alone.
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