We measure website ROI using a simple formula: traffic to commercial-intent pages, conversion rates, and the average value of each deal. In this guide, we’ll show you how we calculate ROI for clients and how Webflow speeds up the results your marketing site can generate for your business.
The Metrics That Actually Matter When Calculating Website ROI
Business owners often delegate marketing as their attention is focused on revenue, operations, and running the company. What they care about are the KPIs directly tied to growth and as much as I hate being the bearer of bad news for marketing teams, site visits and likes rarely make the list.
That’s where agencies step in. Like other agencies, we drive growth through creative and performance-based strategies. But when you ask most agency owners to explain how they measure ROI for clients and how they expect to do so for you, the answers get fuzzy, or even worse, avoided as a whole.
Because for service providers, the game is simple:
It’s to move the money from the client’s pocket into their own. As long as the service is fulfilled and vanity metrics provided, they can get away with claiming success. And the worst part is that in many cases, businesses fall into the trap of attributing the success to the agencies even when the ROI came from somewhere else entirely.
Want to measure ROI well? Then focus on metrics that tie directly to business outcomes.
Core Inputs for ROI Calculations
ROI of website is a simple equation:
(Revenue Generated – Cost of Website Investment) / Cost of Website Investment
To put this equation into context, we use the following:
- Traffic to bottom-funnel pages: How many users land on your money pages (i.e. demo, pricing, core product / service pages, etc.)?
- Conversion rate on those pages: What percentage of those visitors take action?
- Average deal size: What is the average revenue per closed lead?
Sure, to get these, signing a non-disclosure agreement (NDA) is a must, but the data allows us to estimate revenue per page and pin it against the investment costs.
If you already know your traffic, conversion rate, and deal size, try our website ROI calculator to get an instant estimate of your revenue impact.
Try Our Free Website ROI Calculator
"As soon as we implemented the new website, our traffic increased by 100%, and our conversions jumped by 120%."
— Brandon Redlinger, CMO @Avarra AI
This is the kind of outcome a right B2B web design agency can drive. It's all about a strategic and data-driven approach that is focused on contributing to the business bottom line.
Conversion-Driven Benchmarks We Track
Once we get the initial data, we can set snapshots to compare to after the website revamp, or any other service we are offering:
- Page-level conversion rates before and after launch
- Organic traffic growth to commercial-intent keywords
- Bounce rates, scroll depth and other engagement metrics on key user journeys
These metrics show how the site is performing, and gives us an idea of where to optimize.
Tools That Power Our Measurement
To get the measurements, we use the following tools:
- Google Tag Manager and Google Analytics 4 for conversion rate insights.
- Google Search Console to track organic traffic and SEO data.
- Hotjar / Microsoft Clarity for qualitative CRO signals
This stack gives us a good idea of initiatives that are working and how to adjust for better ROI.
How Tilipman Digital Measures Website ROI for Clients
At Tilipman Digital, we practice what we preach. First we benchmark site performance pre-launch. Then we define the business bottom-line KPIs with the client during the strategy phase of the project. Following that we use CRO and SEO data to measure what changed, and why.
Step 1: Benchmark Pre-Launch Performance
Before we start any redesign or optimization, we audit your current site. That includes auditing:
- Traffic and conversion rates on key pages
- Organic performance on priority keywords
- Time-to-publish and bottlenecks from past workflows
- Lead attribution data (if available)
This gives us a baseline to compare future results.
Step 2: Understand Business Inputs
To estimate revenue impact, we ask for:
- Average deal size or customer lifetime value (LTV)
- Sales cycle length (to benchmark time to ROI)
- Conversion rates from lead to close (if available)
With these, we can translate conversion increases into pipeline value.
Step 3: Set Key Performance Indicators
We agree on success metrics from the start. Typical KPIs include:
- Increase in marketing-qualified leads (MQLs)
- Decrease in time-to-launch for new pages
- Improvements in keyword rankings
- Cut in engineering hours for marketing updates
These metrics enable us to optimize for ROI improvements over time.
Step 4: Track Post-Launch Performance
Once the site goes live, we track changes in metrics using:
- Page-level performance comparisons (before vs. after)
- Lead volume and quality shifts (sometimes deal sizes increase post-launch)
- Organic growth tied to target commercial terms
Our SEO agency for tech startups can help you scale bottom-funnel visibility that would contribute to your ROI with long-term organic growth. It's the simplest way to grow the number of leads you get.
Even without SEO work done, we revisit our ROI calculations month-over-month for 90 days after website's revamp to ensure the data is accurate and up-to-date.
Why Webflow Speeds Up Time to Website ROI
The tech stack your site uses is one of the most important things to look at when estimating the time needed before you start seeing results. In the short term it may not matter, but in the long term, per the Forrester report, tools like Webflow can significantly shorten the ROI timeline. It does so by helping teams ship pages faster, spend less on development as marketing teams become more empowered to run campaigns, and optimize performance more easily.
Launch Faster, Test Sooner
Webflow's visual builder removes the need to wait on developers for every change. That means:
- Pages go live in days, not weeks
- CRO experiments happen in real time
- Updates don’t require sprints or approvals
The result: quicker time-to-impact and faster data on what’s working.
Lower Dev Costs = Higher ROI
By eliminating dependencies on engineering, Webflow cuts operational cost. Clients get:
- Fewer dev hours spent on marketing updates
- No need for external CMS management
- Scalable page creation without technical bottlenecks
This directly increases the efficiency of your website spend.
If you're using Webflow to reap those long-term benefits and your current Webflow development company isn't generating the ROI that makes sense, let’s talk.
Built-In SEO for Long-Term Gains
Webflow includes performance and SEO features that support sustainable ROI:
- Clean, semantic HTML and fast load times
- Structured data and sitemap tools
- Easy redirects and metadata controls
These help drive long-term organic growth and reduce reliance on pay per click (PPC) channels.
Short-Term vs. Long-Term ROI: What to Expect and Measure
When evaluating website ROI, it’s important to separate the ROI you can measure in the first 30 to 90 days vs the ROI that compounds over time.
What You Can Measure Right After Launch
In the short term, we look for:
- Traffic changes to commercial pages
- Conversion rate improvement from new layouts or messaging
- Speed-to-launch for new initiatives
- Technical SEO score increases from Webflow optimization
These gains can often be seen within weeks, especially when paired with marketing or campaign efforts.
What Builds Over Time
Some ROI indicators take longer to materialize but have a larger impact:
- Organic search traffic growth from improved site structure
- Content compounding from CMS-driven publishing
- Brand credibility via better UX and site performance
- Internal efficiency from reduced dev support needs
We track both sets of metrics because long-term ROI—especially from SEO—continues to grow after the site goes live.
How We Report ROI Over Time
At Tilipman Digital, we revisit site performance 30, 60, and 90 days post-launch and then on a quarterly basis. These checkpoints help us:
- Refine CRO experiments
- Report performance and approve budgets
- Iterate on our SEO strategy
ROI is an evolving metric. If your site isn’t helping your business grow, it becomes a liability. Our job is to make sure it keeps pulling its weight.
Frequently Asked Questions About Website ROI
How do you calculate the ROI of a website?
Website ROI = (Revenue generated - Website cost) / Website cost. At Tilipman Digital, we use traffic, conversion rate, and average deal size to estimate revenue generated from the site. We also use tech stack cost and service cost to estimate the website cost.
What is a good ROI for a website redesign?
It all depends on your industry, but if the redesign leads to a significant increase in the number of conversions, or lead quality improvements within 3 to 6 months from launch, the ROI is good.
How long does it take to see ROI from a website?
Initial ROI can be visible within 30 to 90 days through conversion gains and campaign results. Long-term ROI from SEO typically builds over a year.
What if my site gets traffic but no leads?
Traffic can also be a vanity metric. Is the content contributing towards the keyword clusters of your money pages? If not, then you need to change your SEO approach. If so, then you’ve got a conversion issue. We would audit the UX, CTAs, and messaging on your Bottom of the Funnel pages as part of our CRO services to address this.
How does Webflow help improve ROI?
Webflow reduces dev costs, shortens launch timelines, and improves SEO readiness.
Can you help me estimate the ROI of a redesign?
Yes. We can run a pre-launch audit based on your current traffic and deal size to project potential ROI and set KPIs before starting a project.