ROI Model

A conservative, assumption-transparent financial model for the kastle.com redesign — showing projected revenue impact across a 12-month horizon.

All assumptions are disclosed. Use the sensitivity table to substitute your own baseline numbers.

Model Methodology

This model uses conservative improvement estimates tied to documented industry benchmarks. It does NOT use Kastle's actual traffic or conversion data (which we do not have access to pre-engagement). All baseline assumptions are stated explicitly. The model is designed to show directional impact — not a guarantee. A precise model requires Kastle's GA4 and HubSpot data; this is a pre-engagement estimate using industry averages for enterprise B2B security companies.

15,000 monthly visitors · 0.8% current conversion · $24,000 ACV · 15% close rate

Current State (Monthly)

Post-Redesign State (Month 12)

+$6.1M

+$6.1M

Incremental Annual ARR

Conservative scenario, Month 12 run rate

163%

Improvement in Lead Volume

Form completions per month: 120 → 315

< 3 months

Estimated Payback Period

Based on typical AgencyQ engagement cost vs. ARR lift

Traffic Growth (+50%)

Phase 2

Pillar content architecture, local SEO pages, structured data (rich snippets), AI discoverability improvements, and compounding organic authority over 12 months.

Evidence: Conservative vs. industry benchmark of 2–3× for companies implementing pillar/cluster architecture from zero

Form Completion Rate (+75%, from 0.8% → 1.4%)

Phase 1, Week 1

13-field → 5-field form reduction. Conservative: each field removed recovers 4–5% of completions. Removing 8 fields = 32–40% recovery. Plus CTA optimization (+15%).

Evidence: HubSpot: each additional field reduces conversion by 4.1%. Formstack: 67.8% abandonment with 7+ fields.

Lead Quality (+25% qualification rate)

Phase 1–2

Audience-first navigation, contextual testimonials, and outcome-first copy pre-qualify leads before form submission. SDR team receives more informed, self-identified prospects.

Evidence: B2B buyers who arrive via content marketing have 6× higher close rates than outbound leads (Content Marketing Institute)

Close Rate (+20%, from 15% → 18%)

Phase 1–2

Pre-qualified leads with more context close faster. Attribution testimonials and specific outcome copy reduce sales cycle objection points.

Evidence: Conservative assumption — industry data shows 25–35% close rate improvement for leads arriving with prior content engagement

How the model changes under different baseline assumptions.

*All scenarios assume same improvement multipliers (traffic +50%, form completion +75%, lead quality +25%, close rate +20%). Only baseline inputs vary.

Upside Not Modeled (Additive)

+ AI Discoverability Traffic

ChatGPT/Perplexity-referred leads are not included. As 50% of B2B buyers shift to AI search, this channel will become significant.

+ Account Expansion (Existing Clients)

Better solution pages and cross-sell modules increase upsell/expansion revenue from the existing 60,000-business client base.

+ Brand Recall in Competitive Evaluations

A visually distinctive site improves Kastle's position when buyers are narrowing from 5 vendors to 2.

+ Interactive Tool Lead Volume

The ROI Calculator and Security Assessment tool are modeled separately — these are incremental to the form volume above.

+ Reduced Cost-Per-Lead

Organic and AI-referred leads cost dramatically less than paid acquisition. The same lead volume at lower CPL is pure margin improvement.

+ Year 2+ Compounding

Content marketing ROI compounds. Year 2 organic traffic from Year 1 content is essentially free.

This model is a pre-engagement estimate. A precise forecast requires Kastle's actual GA4 traffic data, HubSpot form completion rates, average contract value by segment, and current lead-to-close rates. AgencyQ provides updated ROI projections at the end of Sprint 1 when actual baseline data is available.

Validate the Numbers

The math is conservative — the evidence is live