Guide
Website KPIs every owner should check monthly
The ten numbers that tell you whether your website is making money, where to find each one, and what to do when it moves. A one-page monthly scorecard for service businesses.
VAULT 33|27 · Updated 12 November 2026 · Reviewed 12 November 2026 · 2 min read
Why most website reports are useless
Most reports list traffic, bounce rate and a dozen charts, then stop before the only question that matters: did the website produce paying clients, and at what cost? These ten numbers answer that. Check them once a month, in the same order, and write one action next to anything that moved.
The scorecard
| # | KPI | Where to find it | What it tells you |
|---|---|---|---|
| 1 | Enquiries from the website | CRM, or form, call and chat tracking | The number that pays the bills |
| 2 | Enquiries by source | CRM source field, analytics | Which channels actually produce leads |
| 3 | Enquiry to client rate | CRM | Whether the enquiries are the right kind |
| 4 | Revenue from website enquiries | CRM | What the website is worth |
| 5 | Cost per enquiry | Spend divided by enquiries, per channel | Where your next pound or euro should go |
| 6 | Visitor to enquiry rate | Analytics: enquiries divided by visitors | Whether the site converts the traffic it gets |
| 7 | Organic clicks | Search Console | Search visibility turning into visits |
| 8 | Top landing pages | Analytics | Which pages bring people in, and whether they convert |
| 9 | First response time | CRM or inbox timestamps | How fast enquiries hear back. See lead response time |
| 10 | Mobile speed of key pages | PageSpeed Insights | Whether slow pages are costing you visitors |
How to read movement
| If this happens | Look here first |
|---|---|
| Traffic up, enquiries flat | Calls to action, forms and tracking on your landing pages |
| Enquiries up, clients flat | Lead quality by source, and response time |
| Organic clicks down | Search Console: page indexing, positions on top queries, recent site changes |
| Cost per enquiry rising | Ad targeting, landing page match, competitors entering |
| Response time rising | Staffing, out-of-hours cover, automation |
Numbers to stop worrying about
- Total page views on their own. Many visits from the wrong people help nobody.
- Bounce rate as a single site-wide number. A visitor who calls from your contact page and leaves is a success.
- Average position across the whole site. Look at positions for your money searches instead.
- Social followers. Track enquiries from social, not likes.
Setting it up properly
You need three things connected: analytics with real conversion events (forms, calls, chats, bookings), a CRM that records the source of every enquiry, and Search Console. Without the CRM link, analytics can tell you about visits but not about clients or revenue.
The 20-minute routine
- Fill in the scorecard for last month and the same month last year.
- Circle the two biggest changes, good or bad.
- Write one action for each.
- Next month, check whether the actions worked.
Our owner dashboards put this scorecard on one screen, updated automatically, so the routine takes two minutes.
Sources
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