Better enquiries
A busy inbox is good. The right enquiries are better.
The simple questions that help you judge whether your marketing is bringing worthwhile work.
Define a worthwhile enquiry
An enquiry is useful when it matches your services, location, availability and customer type. Agree these criteria before a campaign starts. A small domestic repair can be an excellent lead for one business and a poor fit for another.
Look beyond the cheapest lead
A low cost per enquiry is not the whole story. If most people need a service you do not offer, cannot be contacted or live outside your area, the campaign needs attention. Track qualified opportunities as well as the raw number of forms submitted.
Keep a simple record
For each enquiry, note the source if known, requested service, area, whether you made contact and whether it became a quote or a job. You do not need a complicated system to start. A consistent record helps reveal patterns you might otherwise miss.
Give your marketing team useful feedback
Explain why an enquiry was unsuitable. “Outside our service area” is actionable; “bad lead” is less useful. Good feedback can inform exclusions, advert copy, service pages and form questions. It also shows when a campaign is attracting exactly the work you wanted.
Remember the follow-up
Marketing creates an opportunity to start a conversation. Your response, quotation process and availability affect what happens next. Review these alongside the campaign so the enquiry has a fair chance of becoming a customer.
Let’s apply this to your business.
We’ll help you decide what makes sense for your services, your area and the work you want more of.
Talk to our Leeds team