Published 2026-08-23 · Last updated 2026-08-23
Start with the number of profitable jobs the business can actually serve. Then work backward through close rate, estimate rate, call rate, and site traffic. This turns a vague lead goal into a set of assumptions you can check.
Use the funnel in the right order
| Stage | Question |
|---|---|
| Jobs | How many additional good-fit jobs can the crew complete? |
| Estimates | How many estimates usually produce those jobs? |
| Calls | How many qualified calls produce those estimates? |
| Visits | How many useful visits produce those calls? |
Separate traffic from conversion
A site with little relevant traffic may need visibility work. A site with traffic but few calls may need clearer offers, stronger proof, faster pages, or a better contact path. Solving the wrong stage wastes money.
- Use gross profit when comparing the investment
- Run conservative and expected cases
- Track qualified calls separately from spam
- Review booked and completed jobs, not form fills alone
Common questions
Is there one good conversion rate for contractors?
No. Intent, trade, service area, offer, and traffic source all change the result. Your own baseline is the useful comparison.