Organic Lead Calculator: your traffic, counted in leads.
Enter four numbers from your own analytics and sales records. See your monthly enquiries, customers and value, then test more visits or better conversion.
Free, with no sign-up. Your numbers stay in this browser unless you choose to send them to us.
In short
What does an organic lead calculator work out?
An organic lead calculator multiplies your monthly organic visits by the share of visitors who enquire, then by the share of enquiries that become customers, then by what a customer is worth in their first year.
Below you will find the calculator, the same maths written out step by step, where to find each number in your own data and four mistakes we think teams make with lead maths.
The calculator
Your numbers in. Your enquiries out.
Replace each example figure with your own. Results update as you type and stay in this browser.
Where to find each numberToday, each month
Example figures- Enquiries
- 100
- New customers
- 10
- First-year value
- £50,000
That is £600,000 a year of first-year value from new customers.
The working
- 5,000 visits × 2% = 100 enquiries
- 100 enquiries × 10% = 10 customers
- 10 customers × £5,000 = £50,000 a month
- £50,000 × 12 months = £600,000 a year
The tiles are rounded. The working shows the exact figures.
What if
More visits, better conversion or both.
Move each lever to see the change in enquiries and value, a month and a year.
How each scenario is worked out5,000 to 6,000 visits a month
2% to 2.2% of visits enquire
A slider is a what-if on your own figures, not a forecast or a promise.
More organic visits
5,000 to 6,000 visits a month
- Enquiries a month
- +20
- Enquiries a year
- +240
- Value a month
- +£10,000
- Value a year
- +£120,000
6,000 visits × 2% = 120 enquiries, 20 more than today.
Better conversion
2% to 2.2% of visits enquire
- Enquiries a month
- +10
- Enquiries a year
- +120
- Value a month
- +£5,000
- Value a year
- +£60,000
5,000 visits × 2.2% = 110 enquiries, 10 more than today.
Both together
Visits up 20% and the rate up 10%
- Enquiries a month
- +32
- Enquiries a year
- +384
- Value a month
- +£16,000
- Value a year
- +£192,000
6,000 visits × 2.2% = 132 enquiries, 32 more than today. The changes multiply: 1.2 × 1.1 = 1.32, so enquiries rise 32% rather than 30%.
Next step
Talk to us about closing this gap.
Send these numbers with your enquiry, and we discuss where the gap is and what to fix first.
Read the Ruh AI case studyYour numbers, ready to share.
This summary goes with your enquiry. Copy it to keep, or to share with your team.
Organic Lead Calculator, ciny.ai My numbers today Monthly organic visits: 5,000 Visit-to-enquiry rate: 2% Enquiry-to-customer rate: 10% Average first-year customer value: £5,000 Each month: 100 enquiries, 10 customers and £50,000 of first-year value (£600,000 a year). What I tested More organic visits, up 20% (5,000 to 6,000 visits a month): +20 enquiries and +£10,000 a month (+240 enquiries and +£120,000 a year). Better conversion, rate up 10% (2% to 2.2% of visits enquire): +10 enquiries and +£5,000 a month (+120 enquiries and +£60,000 a year). Both together: +32 enquiries and +£16,000 a month (+384 enquiries and +£192,000 a year). Arithmetic on my own figures, not a forecast. https://www.ciny.ai/tools/lead-calculator
We discuss your numbers, the work involved and whether Ciny is the right fit. Scope is agreed before any work starts.
Prepare your enquiry.
Add a few details and we build an email draft for you to review and send.
Worked example
How do you work out leads from traffic?
Four multiplications, shown with example figures. Swap in your own and every step still works.
Try it with your numbersExample figures, not benchmarks
5,000 visits, 2%, 10% and £5,000, in pounds sterling
- Visits to enquiries5,000 visits × 2% =100 enquiries
- Enquiries to customers100 enquiries × 10% =10 customers
- Customers to value10 customers × £5,000 =£50,000 a month
- A year of new customers£50,000 × 12 months =£600,000 a year
- What if visits rise 20%?6,000 visits × 2% =120 enquiries+20 a month
- What if the rate rises 10%?5,000 visits × 2.2% =110 enquiries+10 a month
- Both together6,000 visits × 2.2% =132 enquiries+32 a month
Why both changes add more than their sum
1.2 × 1.1 = 1.32. 20% more visits and a 10% better rate give 32% more enquiries, not 30%. The extra comes from the new visitors enquiring at the better rate.
What the calculator cannot tell you
It is arithmetic on the figures you enter, not a forecast. It does not know your market, seasonality, sales capacity or how long a change takes to show. A slider is a what-if, not a promise from us.
Your data
Where do you find each number?
In your analytics, your CRM and your invoices. Measure each one the same way every time you run it.
How an SEO audit reads your data| Number | Where to find it | Watch for |
|---|---|---|
| Monthly organic visits | Google Analytics 4: the Traffic acquisition report, Organic Search row, for one month. Search Console counts clicks from Google only, which is a different number. | Pick a typical month, not a launch, a peak season or a holiday. |
| Visit-to-enquiry rate | Organic enquiries in that month divided by organic visits in the same month, times 100. Count forms, calls and emails you can trace to organic search. | Count each enquiry once, and leave out spam, job applications and existing customers. |
| Enquiry-to-customer rate | Your CRM or sales records: enquiries from one period that became paying customers, divided by all enquiries from that period. | Use a period older than your usual sales cycle, so open deals have had time to close. |
| Average first-year customer value | Invoiced revenue from new customers in their first twelve months, divided by the number of those customers. | Use revenue or gross margin, and stay with the same one when you compare. |
Our view
What do teams get wrong about lead maths?
Our opinion, from planning organic search work for clients. Four habits that make a lead plan hard to check.
How we count a leadA traffic target on its own is half a plan
A goal of more visits says nothing about enquiries. Put a visit-to-enquiry rate beside every traffic goal, or nobody can check whether the plan worked.
Lifetime value is a forecast
It rests on retention you have not seen yet. First-year value can be checked against invoices, which keeps a business case honest.
The two levers multiply
Most plans push one lever. Because visits and conversion multiply, cost both before you choose, and test the cheaper one first.
A visit is not a lead
We count a lead as a recorded enquiry with its source. Visits and clicks are reported beside it, never counted as leads.
How do I calculate leads from organic traffic?
Multiply your monthly organic visits by your visit-to-enquiry rate to get enquiries, then multiply enquiries by your enquiry-to-customer rate to get customers. With example figures, 5,000 visits at 2% is 100 enquiries, and 100 enquiries at 10% is 10 customers.
What is a good conversion rate for organic traffic?
We do not quote a single good rate, because it depends on your offer, price, market and what you count as an enquiry. The most useful comparison is your own rate over time, measured the same way each month.
Should I focus on more traffic or better conversion?
Compare the gain from each lever in the calculator, then weigh what each change would cost and how long it would take, which the calculator cannot know. Because the two multiply, improving both can be worth more than either alone.
Is this a forecast of my results?
No. It is arithmetic on the numbers you enter. Real results depend on your market, seasonality, sales capacity and how long a change takes to show, and Ciny does not promise a lead volume.
Where do my numbers go?
Your numbers stay in this browser, so the calculator remembers them next time, and Reset to example replaces them with the examples. They only reach us if you choose to send them in an enquiry, and they never go to our analytics.
Close the gap between visits and enquiries.
Bring the numbers from the calculator. We discuss where the gap is and agree the scope before any work starts.