HOW TO KNOW EXACTLY HOW MUCH REVENUE YOUR WEBSITE GENERATES EACH MONTH

"Is My Website Even Doing Anything?"

This is the #1 question plumbers ask us.

And honestly, it's a fair question. You spent money on a website. You want to know if it's paying off.

But most plumbers have no idea how to measure it. They look at their bank account at the end of the month and go, "Well, we did okay." But they can't tell you which calls came from the website, which came from Google, which came from a yard sign, or which came from a neighbor's referral.

That's flying blind. And it's no way to run a business.

Let me show you exactly how to track what your website generates. Dollar for dollar.

The 3 Things You Need to Track

### 1. Phone Calls From Your Website

This is the big one. Most plumbing website leads come in as phone calls, not form submissions.

How to track it:

Use a call tracking number. This is a unique phone number that forwards to your regular line but tracks every call that comes through.

Services like CallRail, WhatConverts, or even Google's own call tracking let you see:

1. How many calls came from your website
2. When they called (date, time, day of week)
3. How long the call lasted (a 30-second call is probably a wrong number... a 4-minute call is probably a real lead)
4. Which page they were on when they called

You don't change your real phone number. You just add a tracking number to your website. When someone calls from your site, it shows up in your tracking dashboard. When someone calls from your Google Business Profile, that shows up separately.

Now you know exactly which channel is generating calls.

### 2. Form Submissions

If your website has a contact form (it should), every submission is a trackable lead.

Set up form tracking through Google Analytics or your website platform. Every time someone fills out your form, it should:

1. Send you an email notification immediately
2. Log the submission with a timestamp
3. Track which page they submitted from

Pro tip: Tag your form submissions in your CRM or even a simple spreadsheet. When you close the job, note the revenue. Now you can see that a form submission from your "water heater repair" page turned into a $1,400 job.

### 3. Google Business Profile Actions

Your Google Business Profile generates leads too. People call directly from Google Maps, click for directions, or visit your website.

Google tracks all of this in your GBP dashboard under "Performance."

You can see:

1. How many people called you from your GBP listing
2. How many requested directions
3. How many clicked through to your website
4. Which search queries triggered your listing

This data is free and already being collected. Most plumbers just never look at it.

The Simple Revenue Tracking System

You don't need fancy software. You need a system. Here's one that works.

### Step 1: Create a Lead Source Spreadsheet

Make a simple spreadsheet with these columns:

1. Date
2. Customer name
3. Lead source (website call, website form, GBP call, referral, Angi, etc.)
4. Service requested
5. Job booked? (yes/no)
6. Revenue

### Step 2: Ask Every Caller

When someone calls, your first question after "how can I help you" should be: "How did you find us?"

Simple. Direct. Takes 3 seconds.

Most people will say "Google" or "I found your website" or "I saw your reviews." Log it.

### Step 3: Match Tracking Data to Revenue

At the end of each month, tally up:

1. Total calls from website (from call tracking)
2. Total form submissions
3. Total GBP calls
4. Jobs booked from each source
5. Revenue from each source

Now you have a clear picture. Your website generated X calls, which turned into Y jobs, which brought in $Z in revenue.

What Good Numbers Look Like

After working with 50+ plumbing businesses, here's what we typically see from a well-built website:

1. Monthly website visitors: 500-2,000 (varies by market size)
2. Calls from website: 15-50 per month
3. Form submissions: 5-15 per month
4. Call-to-booking conversion rate: 40-60%
5. Average monthly revenue from website: $8,000-$25,000
6. Cost per lead from website: $0 (organic traffic)

Compare that to paid lead sources:

1. Angi/HomeAdvisor: $30-80 per lead, shared with competitors
2. Google Ads: $15-50 per click (not per lead, per CLICK)
3. Thumbtack: $20-60 per lead

Your website generates free leads, forever, after the initial investment.

Grabs calculator... yeah, that ROI is stupid good.

The Metrics That Actually Matter

Don't get distracted by vanity metrics. Here's what to focus on:

### Focus on These: - Cost per lead (total website cost divided by leads generated) - Lead-to-job conversion rate (what percentage of website leads become booked jobs?) - Revenue per lead (total revenue from website leads divided by number of leads) - Return on investment (total revenue from website vs. total cost of website)

### Ignore These: - Total pageviews (who cares if nobody calls?) - Bounce rate (misleading for service businesses... people often call without browsing further) - Social media followers (doesn't pay your bills) - "Impressions" (a meaningless number most of the time)

A Real Example

One of our plumber clients in Texas tracks everything. Here's his October 2024 report:

1. Website visitors: 1,340
2. Calls from website: 34
3. Form submissions: 9
4. Total leads: 43
5. Jobs booked: 22
6. Total revenue from website leads: $14,850
7. Website monthly cost: $0 (already paid off)
8. Cost per lead: $0
9. Revenue per lead: $345

His website generates nearly $15K per month in tracked revenue. For free.

He knows this because he tracks it. Every call. Every job. Every dollar.

That's the power of revenue attribution.

Stop Guessing. Start Tracking.

Your website is either making you money or it's not. But you'll never know until you start measuring.

The system is simple:

1. Add call tracking to your website
2. Track form submissions
3. Ask every caller how they found you
4. Log lead sources and revenue in a spreadsheet
5. Review monthly

That's it. 30 minutes of setup. 10 minutes per month to maintain. And now you know exactly what your website is worth.

We set up call tracking and analytics for every website we build. It's included in our packages because we believe you should always know your numbers.

Check out our pricing or see what other plumbers say about their results.

Want to find out what your current website is (or isn't) generating? Get your free audit and we'll show you.

P.S. If you're currently spending money on Angi, Google Ads, or any other paid lead source, you absolutely NEED to know your cost per lead and conversion rate. Otherwise, you're just throwing money and hoping it sticks. Track everything. Know your numbers. Make smart decisions. Let's start with a free audit.