Every dot is a customer: the model behind the leak map

The leak map is a small model of a customer's path: visitors become leads, leads become conversations, conversations become customers, and some customers come back. At each step a share is kept and the rest leaks. Every dot you see fall out is a customer who was almost yours.

The numbers on it are illustrative and say so. The point of the model is the shape, which is the same for a pool service, a gym and a merch shop.

The leak

Businesses measure traffic and revenue and nothing in between, so the place where customers actually fall out is invisible. The map makes the middle visible.

The number it moves

Revenue a month from the same traffic, and the payback time of a fix.

The four gates

Visitors to leadsThe share of visitors who call, book or send a form. Moved by the website, landing pages and funnels.
Leads to conversationsThe share of leads who get a reply in time. Moved by the CRM, instant follow-up and the AI receptionist.
Conversations to customersThe share of conversations that turn into a sale. Moved by booking, reminders, quotes and payment links.
Customers to repeatThe share who come back. Moved by email and SMS sequences, reviews and referrals.

The arithmetic, with the sample numbers

Take 1,000 visitors a month and a $1,500 average sale. Today: 2% enquire, 40% get a timely reply, 50% close, 20% come back. That is 20 leads, 8 conversations, 4 customers and 0.8 repeat customers: $7,200 a month.

With the leaks sealed: 3%, 60%, 60%, 30%. That is 30 leads, 18 conversations, 11 customers and 3 repeat customers: $21,060 a month. Same traffic, 2.9 times the revenue, which is why small fixes at each gate add up to a large number at the end.

The payback line divides the top of our Full Business System price, $8,000, by the weekly gain. At the sample numbers it pays for itself in about three weeks. At yours, the audit does the division.

How to read it with your own figures

Drag the sliders to your traffic and average sale. The rates stay illustrative until the audit replaces them.
Watch which gate leaks most. That is usually the first fix, because it feeds every gate after it.
A gate at 100% does not exist. The goal is not perfection; it is the next ten points at the most expensive gate.

Questions, answered.

Are the rates real averages?

No. They are round numbers chosen to show the shape honestly. Real rates vary by industry and by how a business works today, which is what the audit measures.

Why does the repeat gate matter so much?

A repeat customer costs nothing to acquire. In the sample, moving repeat from 20% to 30% adds revenue with no new traffic at all.

Can I get the map with my numbers?

Yes. The leak audit builds it from your figures, and the dashboard we build keeps it current.

Related guides, and the work they come from.

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