What Is Your Website's ROI? Here's How to Calculate It
"What do we actually get out of our website?"
That's the question I hear most from business owners. And the answer is almost always: "We don't really know."
Most businesses invest 15,000-80,000 DKK in a website plus 5,000-15,000 DKK per year in maintenance and hosting. But surprisingly few know whether that investment pays for itself — let alone how much.
This guide gives you a simple model to calculate ROI on your website. Not with fluffy metrics like "impressions" and "reach", but with hard numbers: money in vs. money out.
Step 1: Calculate your total costs
First, you need to know the full price. Most underestimate it because they only count design and development.
One-time costs (year 1)
| Item | Typical price |
|---|---|
| Design and development | 15,000-80,000 DKK |
| Content production (text, photos) | 5,000-20,000 DKK |
| SEO setup | 3,000-15,000 DKK |
| Domain + SSL | 100-500 DKK |
| Total year 1 | 23,000-115,000 DKK |
Ongoing costs (per year)
| Item | Typical price |
|---|---|
| Hosting | 1,200-6,000 DKK |
| Maintenance and updates | 3,000-12,000 DKK |
| Plugin licenses | 1,000-5,000 DKK |
| Content production (blog, cases) | 0-24,000 DKK |
| SEO/marketing (ongoing) | 0-36,000 DKK |
| Total per year | 5,200-83,000 DKK |
Step 2: Identify your revenue sources
Your website generates value in different ways, depending on your business model:
Model A: Lead generation (service businesses)
The most typical for consultants, contractors, agencies, and B2B companies.
Example: IT consultant
| Metric | Value |
|---|---|
| Leads from website per month | 8 |
| Conversion rate (lead → customer) | 25% |
| New customers per month | 2 |
| Average project price | 35,000 DKK |
| Repeat purchases per year | 2.5 |
| Annual revenue from website | 2 × 35,000 × 2.5 × 12/12 = 175,000 DKK/year |
Model B: E-commerce (webshop)
Direct sales via WooCommerce, Shopify, or similar.
Example: Niche webshop (pet accessories)
| Metric | Value |
|---|---|
| Monthly revenue | 120,000 DKK |
| Profit margin | 40% |
| Monthly profit | 48,000 DKK |
| Share from organic traffic | 60% |
| Annual profit attributed to website | 48,000 × 0.6 × 12 = 345,600 DKK/year |
Model C: Booking (appointments)
Restaurants, clinics, hairdressers, and other booking-based businesses.
Example: Physiotherapy clinic
| Metric | Value |
|---|---|
| Online bookings per month | 45 |
| Average treatment price | 550 DKK |
| Share that wouldn't have booked without website | 50% |
| Annual revenue from website | 45 × 550 × 0.5 × 12 = 148,500 DKK/year |
Step 3: Calculate ROI
Example: IT consultant (lead generation)
| Item | Amount |
|---|---|
| Revenue (annual) | 175,000 DKK |
| Costs year 1 | 65,000 DKK (build) + 15,000 DKK (operations) = 80,000 DKK |
| Costs year 2+ | 15,000 DKK/year |
| ROI year 1 | (175,000 - 80,000) / 80,000 × 100 = 119% |
| ROI year 2 | (175,000 - 15,000) / 15,000 × 100 = 1,067% |
When is ROI "good enough"?
| ROI | Assessment |
|---|---|
| Below 0% | Loss — something is wrong |
| 0-50% | Marginal — consider improvements |
| 50-200% | Good — website pays for itself |
| 200-500% | Excellent — invest more |
| Over 500% | Exceptional — typical for established sites |
The 5 most important ROI drivers
1. Conversion rate
The most underrated metric. An increase from 2% to 4% conversion rate doubles your revenue — without spending an extra cent on traffic.
2. Traffic (SEO)
More qualified traffic = more leads/sales. SEO is the cheapest long-term traffic channel.
3. Average order value
Can you increase the average order? Tactics: upselling, bundling, price anchoring.
4. Customer retention
An existing customer is 5-7x cheaper to sell to than a new one. The website can help with newsletters, accounts, and retention content.
5. Support time reduction
If the website answers questions automatically (FAQ, guides, self-service), you save time.
How to track it
1. Google Analytics 4 — conversion tracking
Set up conversion goals for contact form, phone clicks, booking, and purchases. Takes 30 minutes.
2. Google Search Console — organic traffic
Free. Shows which searches bring visitors to your site and which pages perform.
3. CRM or spreadsheet — lead tracking
Track each lead from website to (hopefully) closed deal. Note the source.
4. Monthly ROI calculation
Set aside 15 minutes each month: Leads/sales from website × average value = monthly revenue.
The simple ROI formula you can use today
Annual revenue = Inquiries × 12 × Conversion rate × Customer valueROI = (Annual revenue - Annual cost) / Annual cost × 100Conclusion
Your website is an investment — not a cost. But only if you know what you get out of it.
Most websites have an ROI between 100% and 500% — far above most other marketing channels. But the number is meaningless if you don't measure it.
Start with the simple formula above. Measure each month. And invest in the 5 ROI drivers that give the greatest effect for your business.
