The verdict in three sentences
A website's ROI does not depend on its design but on its ability to turn visits into leads and then clients. In Nairobi in 2026, with 1,000 visits/month, 3 % conversion and 20 % closing, an SME gains 6 clients per month at an 80,000 FCFA basket. Result: a site paid back in 3 months and an ROI of x4 over 12 months.
The calculation's assumptions
A credible ROI rests on explicit assumptions. Here are those used in our 2026 calculator, to adjust to your sector.
| Assumption | Base value | Realistic range |
|---|---|---|
| Monthly visits | 1,000 | 500 to 3,000 |
| Lead conversion rate | 3 % | 1.5 to 5 % |
| Leads/month | 30 | 8 to 150 |
| Closing rate | 20 % | 10 to 30 % |
| Clients/month | 6 | 2 to 25 |
| Average basket | 80,000 FCFA | 30,000 to 200,000 FCFA |
From monthly revenue to 12-month ROI
Let's apply these assumptions to a Growth site at 500,000 FCFA and maintenance of 50,000 FCFA/month.
| Line | Amount FCFA |
|---|---|
| Monthly revenue (6 x 80,000) | 480,000 |
| Site cost (year 1) | 500,000 |
| Annual maintenance (12 x 50,000) | 600,000 |
| Total cost year 1 | 1,100,000 |
| Revenue over 12 months | 5,760,000 |
| ROI over 12 months | about x5.2 |
Even halving traffic and closing, revenue stays above total cost: the site pays back in 3 months in the base scenario.
Mini case study
Mariam, who runs a consulting firm in Nairobi, launches a Growth site at 500,000 FCFA. She conservatively targets 800 visits/month, 2.5 % conversion, or 20 leads, and 15 % closing, or 3 clients. With an 80,000 FCFA basket, she makes 240,000 FCFA/month. Her site pays back in a little over 2 months, and over 12 months she generates 2,880,000 FCFA for a total cost of 1,100,000 FCFA, or x2.6.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Become a Kolonell referral partner
Showing ROI to a prospect is the best sales argument. As a Kolonell referral partner, you turn that teaching into income.
| Track | Sale commission | Recurring |
|---|---|---|
| Brochure | 15 % | 5 % |
| E-commerce | 12 % | 5 % |
| Marketplace | 10 % | per contract |
| Institutional | 8 % | per contract |
A Growth site signed at 500,000 FCFA earns you 15 %, or 75,000 FCFA, plus 5 % recurring on monthly maintenance.
FAQ
What conversion rate to target in 2026? Count 3 % on average, in a range of 1.5 to 5 % depending on sector and site quality. It is the number-one lever of ROI.
How fast does a site pay back? In the base scenario at 480,000 FCFA/month of revenue, a Growth site at 500,000 FCFA pays back in about 3 months.
Is the calculator reliable? It gives a 2026 order of magnitude, not a guarantee. Adjust visits, conversion and basket to your real numbers for a credible result.
How do I improve my ROI? By raising traffic (SEO, ads) and closing rate (CRM follow-up). Moving from 15 to 20 % closing adds a third more clients with no extra traffic.
Let's talk about your project. We estimate your ROI together with your real numbers. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
