Free tools

Work out whether your marketing actually pays.

Five calculators and one audit request, built to answer the questions your reports do not: what a lead is worth, what search would return, what to spend and what to fix first. No email wall, every assumption on the page.

See the tools

Why we built these

The questions a dashboard never answers.

Every one of these started as a sum we kept doing for clients on a call, on a napkin, before any work began. They are here so you can do it yourself first.

You cannot tell whether the marketing is profitable

The reports show clicks, sessions and a return figure built on revenue. None of them say whether a customer costs less than they are worth.

You do not know whether SEO is working, or would

Rankings move and enquiries do not. The sum that connects traffic to profit is rarely written down before the retainer starts.

You cannot estimate what ads would return

Every agency has a case for its own service. What you need is the same sum run on your margin, your close rate and your order value.

You know the site is losing enquiries somewhere

It looks fine to you and the inbox is quiet. Somebody who has not seen it before finds the leak faster than you will.

You have a keyword list and no plan for it

Two pages chasing the same search compete with each other. The list has to become a page plan before anything is written.

You want an answer, not a report to dig through

Each tool asks for the few numbers you already have and gives back one figure you can act on, with the working shown.

What can these tools help you answer?

Start from the question. Each one links to the tool that answers it.

The tools

Six tools, one answer each.

Click anywhere on a card to open it. The whole card is the link.

A hand writing a sum on a notepad beside a pink calculator

SEO ROI calculator

Is search worth investing in for a business like mine?

Model what organic search would be worth at your conversion rate, close rate and customer value. Shows the payback month and the cumulative return, with the ramp assumption stated rather than buried.

For: You are being asked to fund SEO and cannot tell whether the sum works.
Best for: Owners weighing a first SEO retainer, or renewing one.

Hands using a calculator over a spread of receipts

Google Ads ROI calculator

Is my ads account actually making money?

Cost per lead, cost per customer and break-even return on ad spend worked out from your real gross margin, so the answer is profit rather than the revenue figure the ads dashboard reports.

For: The dashboard says the ads are working and the bank balance disagrees.
Best for: Anyone spending on Google Ads with a margin they know.

A person writing notes on a pad while holding a printed bar chart

Lead generation calculator

How many leads do I need, and what can I pay for one?

Works backwards from the customers you want, through close rate and qualification rate, to the traffic and spend it takes. Shows the most you can pay per lead before a customer costs more than they are worth.

For: You have a customer target and no idea what it costs to reach.
Best for: Service businesses that sell through enquiries and quotes.

A calculator, a stack of coins, a pen and glasses on a lined notepad

Marketing budget calculator

What should I be spending, and where should it go?

A monthly budget from your revenue and growth goal, split across paid ads, search and email, with fees and media spend separated so cost per lead stays honest.

For: You need a budget you can defend, not a percentage somebody quoted.
Best for: Owners and finance leads setting next quarter or next year.

Hands on a laptop at a white desk, seen from the side

Request a custom website audit

What is my website getting wrong, and what should I fix first?

Give us your website address and email. A person reads the site, checks the on-page basics, the technical issues visible from outside, the content, the calls to action and the mobile experience, and writes back with what to fix first. Nothing automated.

For: The site looks fine to you and enquiries say otherwise.
Best for: Any business with a website and a quiet inbox.

A woman arranging handwritten sticky notes into groups on a wall

Keyword clustering tool

Which of my keywords are competing with each other?

Paste a keyword list and group it by intent so you can see which terms belong on one page and which need their own. Runs entirely in your browser, so the list never leaves the tab.

For: You have a keyword list and no idea how many pages it should become.
Best for: Anyone planning content or fixing pages that rank for nothing.

The next step

A number tells you whether. A checklist tells you what.

Once the sum works, these are the lists we run on client accounts, readable in full on the page. Pick the one for the channel you just modelled.

All eight checklists

Elsewhere in the library

Where to go next.

Guides
Long, and written on the assumption you are doing the work yourself.
13 step-by-step guides
Blog
Articles, comparisons, checklists, templates and reference data, in one place.
Articles, checklists, templates, data
Case studies
Twenty-three accounts, the screenshots, and what each one does not prove.
Twenty-three accounts with screenshots

Next step

Now check the numbers on your own site.

Model it here, then send us the site and whatever access you are comfortable with, and we will tell you whether those numbers are achievable on it.

Free, written by a person, yours to keep either way.

Send the address. We will tell you what it is costing you.

Search. What you rank for now, and the searches you should be winning.

Paid. What the spend is buying, and the campaigns quietly eating it.

Email. Whether the list is mailed at all, and what the missing flows are worth.

Tracking. Whether it measures anything real, or counts page views as sales.

The review is free, and yours to keep whether you hire us or not.