Making The Most of Your Business Leads

November 8th 2011       Sally Ormond       customer service, marketing tips, online marketing



time1Google has been a God send for shopaholics everywhere.

No longer do you have to spend hours trudging around over-heated stores. Now, you can sit and relax in the comfort of your own home and shop to your heart’s content.

But as an online business, are you making the most of these leads when they come to you?

Considering how most people shop today, once they’ve fired off an email to you, they will want a reply ASAP.

So how quickly do you respond?


According to a recent survey by and Omniture, it would appear that you don’t respond very quickly at all:

  • Average email response time: 19 hours, 31 minutes (the optimum response time should be within an hour)
  • Average phone response time: 36 hours, 57 minutes (this should be within the first 5 minutes)
  • How many companies never responded: only 47.3% by email and 7.5% by phone

That doesn’t make encouraging reading.

So, what can you do to make the most of the leads you get?

Below are 5 tips that should help your business make the most of its web enquiries.

1. Analytics

These will show you where your traffic is coming from and which keywords are pulling in the most visitors. This data can then be used to work out which sources bring you the highest number of conversions. All you have to do is work out how to give that source a boost.

2. Lead forms

If you use a web based lead generation form, make sure the questions you are asking are effective. Make sure you’re not asking too many questions as that might put people off completing it.

And make sure your questions are relevant and valuable.

3. Offer

You need an offer of some sort on your website, but make sure it’s relevant and tempting.

If your sales suddenly take a nose-dive, take a look at your offer. Try something new and compare the results. You’ll only find what works through constant testing.

4. Distributing leads

You’ve probably got lots of people in your business dealing with different leads.

Think about how you’re managing that at the moment. Do you print them off and hand them round? Do you pass on by email when you get a moment?

Internet users want instant answers, so it might be worth investigating more automated systems to make sure the right lead gets to the right person instantly.

5. Be faster

The best way to make the most out of your leads is to deal with them faster. Obvious, but it needs saying.

Even if you can’t answer their enquiry straight away, send a holding email and tell them when you’ll get back to them (and make sure you stick to that deadline).

If someone has taken time to find your website and has enough interest in your company to make contact, the least you can do is respond to them quickly.

Tags: customer service, marketing tips, online marketing
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