Cost per customer
What it costs you to get one new customer. It is the only number that says whether marketing spend makes sense.
Divide what you spent by the customers it brought. Four hundred dollars of site and three new jobs in the first year is about 133 per customer.
That number only means something next to what a customer is worth. If yours leaves you a thousand dollars over time, paying 133 to get them is good business. If they leave you a hundred and twenty, it is not.
The difference between a one-time site and a monthly fee lives right here: the one-time site keeps lowering your cost per customer every month that passes, and the fee keeps it fixed forever.
What to do about it
Work out what a customer of yours is worth over two years. Every marketing decision gets made against that number.
Other words about the same thing