Measurement starts with understanding the last 10 closed deals: how many booked on the website, what they booked on, and what the conversion rate of those pages was compared to bounce or exit rate. At Lean Labs, this is the first assessment we make when evaluating website performance.
Next, calculate the total cost of marketing, sales, ads, and agencies—the entire growth budget—and determine how many digitally driven deals were achieved. Work out cost per digitally driven lead, cost per opportunity, and cost per customer acquisition. If these numbers don't fit the business model, the website is a liability.
At Lean Labs, we've observed that when companies either don't know their numbers or know their numbers are bad, the correlation with having an underperforming website as a key constraint is nearly 100%. A growth asset website shows higher conversion rates within month one, pipeline building by month two, opportunities advancing by month three, and positive ROI by month four. A strategic website assessment can identify whether the current site is an asset or liability and what changes would shift that equation.