Website conversion ROI calculator
What your website's visitors are worth, and what a better conversion rate would add.
Website conversion ROI shows how many new patients your website produces and what a higher conversion rate would add. Multiply monthly visitors by the share who enquire or book, then by the share of enquiries that become patients, to get new patients per month; multiply by first-year value for revenue. In most markets 2–5% of dental website visitors enquire, and well-built sites with online booking and clear pricing reach 5–8%. Lifting conversion is usually cheaper than buying more traffic, and the calculator shows the uplift in dollars.
How this is calculated
- Patients = visitors × conversion × close rate.
- Revenue = patients × first-year value.
- Uplift = (target patients − current) × value × 12.
Frequently asked questions
What is a good dental website conversion rate?
2–5% of visitors enquiring or booking is typical in most markets. Sites with online booking, visible pricing, a phone number that works on mobile and fast loading reach 5–8%. Below 2% usually means the site is hard to use on a phone or gives no clear next step.
Where do I get the visitor and conversion figures?
Visitors come from your web analytics. Conversions are calls, form submissions and online bookings, which need to be set up as tracked events; a tracking phone number on the site captures the calls. Without event tracking you will be guessing at the conversion rate.
What is the close rate and how do I find it?
The share of website enquiries that become booked patients. Tag each new patient's source in your practice software and compare with website enquiries for the same month. Response time is the main driver; enquiries answered within an hour close far more often.
Is more traffic or better conversion the better investment?
Usually conversion, because doubling it doubles new patients from every traffic source at once, and a website fix is a one-off cost. Buy more traffic only once the site converts well, or you pay to send visitors to a page that loses them.
How often should I review this?
Monthly, from your analytics dashboard. Compare with the same month last year, since website traffic in dentistry is seasonal.
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Benchmarks are indicative for general practice in most markets. Last updated 18 Sept 2026. See our methodology.