Speed to Lead, Done Properly
How quickly a business responds after someone submits an inquiry.
Samir Haddad
At a glance
- Decay interest falls quickly after the initial inquiry
- Routing leads must reach the right person automatically
- Coverage inquiries arrive outside business hours
- Measurement response times can be tracked in the CRM
Why it matters
Why it matters: Response time strongly affects whether a lead converts, and slow follow-up wastes the money spent acquiring it.
Best practice
- Automate lead routing and alerts
- Set and measure response time targets
- Acknowledge inquiries immediately
- Cover out-of-hours inquiries with expectations
- Review slow responses weekly
Common pitfalls
Watch out for:
- Leads sitting in shared inboxes
- No acknowledgment until someone is free
- Routing rules nobody maintains
- Response times that are never measured
When to call in a specialist
Bottom line Bring in help when good leads go cold.
Where this comes from
- Google Ads Help — About Local Services Ads
- Nielsen Norman Group — Response times
The figures and practices above come from the sources listed.
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Where to go next
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