Which costs belong in the calculation
Setup is followed by ongoing costs for hosting, a domain, email or support. Your time for photos, copy and discussions counts too. Ask for separate totals for the first year and subsequent years.
Clarify the scope: are content updates included? Who maintains opening hours? What does a new feature cost? The same price does not necessarily buy the same services.
A calculation using explicitly invented figures
An invented example: €600 setup plus €30 a month totals €960 in the first year. This is not a KitePages quote. Taxes and your own working time are excluded here.
If each extra order leaves €120 after variable costs, eight orders cover the €960. At a contribution margin of €40, you need 24 orders.
The formula: total costs divided by additional contribution margin per order. It is a calculated threshold. You need genuinely additional orders and the capacity to fulfil them.
An enquiry is not yet an additional order
A click on “Contact” is not an order. Separate visits, enquiries and completed orders. Some customers would have called you anyway.
Start with a simple list: how did the person find you? What did they need? Did they place an order? Ask during the conversation before adding extensive tracking.
When a smaller website is the better choice
If you are fully booked, the website need not generate more demand. Current service information and clear contact routes can save follow-up questions. Measure its value in time saved instead.
Start with the scope that fulfils the task. Compare websites, flyers and adverts using total costs and attributable results.