Formula
Monthly leads = visits times visitor-to-lead rate. Customers = leads times close rate. Revenue = customers times average deal value.
Free calculator
Lead Funnel Calculator
Estimate monthly leads, new customers, and revenue from visits, lead conversion rate, close rate, and average deal value.
Inputs
Use traffic from one landing page or channel, a realistic lead rate, a sales close rate, and average first-purchase or contract value.
Interpretation
If the model depends on an unrealistic lead rate, audit buyer clarity, proof, offer risk, and form friction before buying more traffic.
Worked Examples
High-Ticket Local Service
A landing page gets 1,200 monthly visits, converts 5% into qualified leads, closes 18%, and has a $900 average job value. That produces 60 leads, 10.8 customers, and $9,720 in projected monthly revenue.
Decision: if calls are low, move phone, service area, reviews, and response-time proof higher.
B2B Demo Page
A demo page gets 3,000 monthly visits, converts 2.2% into leads, closes 10%, and has a $1,200 average first-month value. That produces 66 leads, 6.6 customers, and $7,920 in projected monthly revenue.
Decision: improve buyer specificity and proof if sales says leads are not qualified.
Scenario Table
| Monthly Visits | Lead Rate | Lead Volume | Use This Scenario For |
|---|---|---|---|
| 1,000 | 2% | 20 leads | Cold paid traffic or a page with weak proof. |
| 2,500 | 4% | 100 leads | Warm search traffic with a clear offer and CTA. |
| 5,000 | 7% | 350 leads | High-intent traffic with strong risk reversal and simple forms. |
Common Funnel Mistakes
Modeling Too Much Intent
- Using branded-search conversion rates for cold paid traffic.
- Counting unqualified downloads as sales-ready leads.
- Ignoring seasonality, service area limits, or sales capacity.
Blaming Traffic Too Early
- Buying more clicks before fixing unclear buyer fit.
- Leaving the form long, vague, or visually buried.
- Failing to show proof near the first conversion point.
FAQ
What lead conversion rate should I model?
Use a conservative rate from the same channel and landing page type. If you do not have data, model several scenarios instead of relying on one optimistic number.
Should I use qualified leads or all form fills?
Use qualified leads for revenue planning. Counting every form fill can overstate the funnel when spam, bad-fit prospects, or low-intent downloads are included.
How do trust leaks affect a lead funnel?
Trust leaks reduce the visitor-to-lead rate and can lower lead quality. Weak proof, unclear offer value, and high-friction forms are common causes.