Free tool · SEO & AI search

What is your organic traffic actually worth?

Model the asset you own: visits from search and AI answers, through inquiries and consults, to clients and revenue, plus what that traffic would cost to buy in ads. Pick your industry and type over anything.

Organic value model · live math
Industry
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Industry research: visitors from AI answers convert at roughly 4.4× the organic average, they arrive pre-recommended. Set it to zero if you prefer.

Presets are editable starting points from industry ranges. Your real analytics always win.

Clients / mo0
Revenue / mo$0
Revenue / yr$0
Ad value / yr$0
0Organic + AI visits
0Inquiries2.5% conv
0Consults55% consult
0New clients35% close

And unlike ads, this asset doesn’t reset to zero when you stop paying. It compounds, rankings and citations stack month over month.

Modeling paid instead? Try the Law Firm ROI Calculator.

How the math works

Straight arithmetic. No magic multipliers.

Visits times your site conversion rate gives inquiries. Your consult rate turns inquiries into conversations, your close rate into clients, and clients times average value is revenue. The ad-value line multiplies your visits by your market’s cost per click, that’s what buying this same traffic would cost. All of it visible and editable.

The presets are starting points drawn from industry ranges, not promises. The AI multiplier (4.4×) comes from published industry research on AI-referred visitor conversion, and you can set the AI share to zero if you want the pure organic picture. Type your real analytics over any preset, the calculator always defers to you.

Questions

What owners ask about organic value.

Multiply monthly organic visits by your website conversion rate to get inquiries, then apply your consultation booking rate and close rate to get new clients. Clients times average client value is monthly revenue. Comparing that revenue and the equivalent ad cost of the traffic against what you invest in SEO gives you the return.
Multiply your monthly organic visits by the average cost per click in your market. A law firm receiving 1,500 organic visits in a market with $45 CPCs owns traffic that would cost roughly $67,500 per month to buy with ads, over $800,000 per year.
Industry research has found visitors arriving from AI-generated answers convert at roughly 4.4 times the rate of average organic visitors, because they arrive pre-qualified by a recommendation. The calculator lets you set the share of AI-cited traffic and see its effect, or set it to zero.
Technical fixes can move results in weeks, while content and authority typically compound over three to six months and keep paying after that. Unlike ads, the traffic does not stop when spending stops, which is why organic economics improve over time instead of resetting monthly.

Book your audit

Now see what your real organic position is.

The model shows the mechanics. Your audit shows your actual position: where you rank, where AI engines cite you (and where they cite competitors instead), and what closing the gap is worth for your business specifically.

A real audit, not a sales call. You keep the findings either way.
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