What is page one
actually worth?
We analysed the keywords you want to win. We modeled the click curve, the ramp up, and your client economics to show the growth on the table, and what the right search strategy will deliver.
| Metric | Overall | Transactional | Commercial | Informational |
|---|---|---|---|---|
| Position 1 click-through rate estimate (%) | 26.83% | 32.50% | 38.00% | 10.00% |
| Position 2 click-through rate estimate (%) | 10.33% | 11.00% | 12.50% | 7.50% |
| Position 3 click-through rate estimate (%) | 6.17% | 6.50% | 7.50% | 4.50% |
| User-to-lead conversion rate estimate (%) | 2.25% | 4.00% | 4.00% | 0.75% |
| User-to-FUM-qualified-lead conversion rate estimate (%) | 1.70% | 2.50% | 2.50% | 0.10% |
| Month | Realisation (%) | Incremental Initials (Monthly) | Incremental CLV (Monthly) |
|---|---|---|---|
| Month 1 | 0.00% | £0.00 | £0.00 |
| Month 2 | 0.25% | £42.17 | £158.15 |
| Month 3 | 0.50% | £84.34 | £316.29 |
| Month 4 | 1.00% | £168.69 | £632.58 |
| Month 5 | 2.00% | £337.38 | £1,265.16 |
| Month 6 | 4.00% | £674.75 | £2,530.32 |
| Month 7 | 6.00% | £1,012.13 | £3,795.48 |
| Month 8 | 12.00% | £2,024.26 | £7,590.96 |
| Month 9 | 24.00% | £4,048.51 | £15,181.92 |
| Month 10 | 48.00% | £8,097.02 | £30,363.84 |
| Month 11 | 96.00% | £16,194.05 | £60,727.68 |
| Month 12 | 100.0% | £16,868.80 | £63,258.00 |
| TOTAL YEAR 1 | — | £49,552.10 | £185,820.38 |
How we calculate these numbers: combining first-party performance data, intent-based click distributions, competitor landscape analysis, and probabilistic ranking models.
We use industry average performance data to establish conversion and click baseline averages across positions 1–3 by search intent.
- Industry average click-through rate (CTR) baselines segmented by query intent
- Industry average user-to-enquiry conversion rates (CVR)
- Your lead-to-client win rate
- Your average inital fee and customer lifetime value figures
We pull ahrefs metrics for UK search volume, Keyword Difficulty (KD), and search engine result page features for keywords that we would look to target:
- Monthly UK search volume: How many people are searching a given search term each month.
- Keyword difficulty: A measure of how competitive a given search term is.
- Categorisation of all terms by search intent (Transactional, Commercial, Informational).
Each term receives a tailored probability modifier and realistic target position assignment based on competitive keyword difficulty (KD).
- Target Assignment: Pos #1 (Low KD), Pos #2 (Med KD), Pos #3 (High KD).
- Probability Score: Applied via KD formula to account for ranking feasibility.
- SERP Multiplier: Downweights expected CTR for terms with invasive search engine result page (SERP) features (e.g. AI Overviews and Ads).
Expected monthly clicks, leads, FUM qualified leads, clients, and revenue are modeled individually per target position.
- Initial fees revenue = Expected Clicks × FUM Qualified Lead CVR × Lead Win Rate x Average Initial Fees Value
- Customer lifetime value generated = Expected Clicks × FUM Qualified Lead CVR × Lead Win Rate x Average CLV