🏠 Illustrative local roofing example
See What Just 15% Improvement in Each Move Does
The five moves — in simple math
Improve five owner-controlled inputs, not just leads. The two green figures are the totals the math produces.
1. Leads
People who contact you
2. Conversion
Leads who become customers
3. Sales / customer
Repeat jobs + referrals
4. Average sale
Typical job value
5. Margin
What you keep after costs
Orange = a move you improve · Green = a calculated total
Before — starting point
After — 15% improvement in each move
Modelled net income nearly doubles — from $62,500 to $125,700
This illustrates how several modest improvements can compound. It does not assume that every business has the same capacity, market, or starting point.
Step 1
Enter Your Starting Point
Use monthly or annual numbers—just keep the timeframe consistent. Use a normal period, not your best month.
Your current numbers
Leads → close rate → clients → jobs per client → average job → revenue → margin → retained income
Trust multiplier
Reputation and communication strengthen more than one move.
Recent reviews, thoughtful review responses, and clear customer communication can help you earn more attention, convert more website visitors and inquiries, and stay memorable enough to generate repeat work and referrals. They are not a sixth number to enter here—they are practical ways a growth plan can improve several of the numbers above.
Step 3
Your Scenario Results
Current
With your selected improvements
⚠️ The Leads-Only Trap
More leads matter, but they are often the most expensive move. Compare them with improving the full customer journey.
Extra modelled retained income from working all five moves versus leads only:
This is why “just get more leads” can leave value on the table.Connected growth system
You Don’t Just Need More Leads. You Need a System That Makes Every Opportunity Count.
More traffic can help—but only if your business is ready to capture, respond to, follow up with, and convert it.
A connected growth system works across all five moves: attracting the right inquiries, responding quickly, turning conversations into booked work, staying in touch with people who are not ready yet, earning repeat business and referrals, and measuring what is actually improving.
It helps reduce the reliance on you—or a full-time in-house lead manager—to remember every missed call, inquiry, estimate follow-up, review request, and customer touchpoint.
This calculator shows what different improvements could be worth. A Custom Gap Analysis looks at which improvements may be practical for your market, current visibility, sales process, capacity, and revenue goal.
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