A room plan nobody looked at
Someone spent twenty minutes on your website's room planner. They drew an L-shaped kitchen, picked a handleless style and a quartz worktop, and pressed send to request a quote. It arrived in the website inbox as a form email with an attachment. The person who checks that inbox was off. Three days later they got an automated brochure email that did not mention their plan.
Brochure requests are similar. Someone takes the time to ask for a brochure, gives their postcode and says they are planning to start in the spring. They get a PDF and nothing else.
Why these leads are wasted
Showrooms see walk-ins as real customers and web enquiries as a lower tier. The web enquiries often contain more detail than a walk-in, but it is buried in form emails nobody reads properly.
- Web forms, planner submissions and brochure requests land in a shared inbox with no owner.
- Replies are generic and ignore what the person told you.
- There is no easy way for the enquirer to book a design appointment themselves.
- Leads with a spring start date are forgotten by spring.
- Nobody measures how many web leads become showroom visits.
What the neglect costs
You are paying for the website, the planner and the advertising that brings people to it. Every lead that gets a slow or generic reply is money spent to hand the customer to a competitor who answered properly. People planning a kitchen usually contact more than one showroom, and the first useful reply tends to win the appointment.
Lead handling that uses what they told you
- Every web form, planner submission and brochure request is captured as a lead with its details: room shape and size, style, budget band if given, start date, postcode.
- An immediate reply refers to their choices, shows a few photos of kitchens in a similar style from your own portfolio, and invites them to book a design appointment through an online calendar.
- The lead is assigned to a designer, with a task to make a personal follow-up, and the planner drawing is attached for them.
- Leads with a future start date are scheduled for contact at the right time, not immediately.
- Leads that go quiet get a small number of useful follow-ups, then are closed with a reason.
- A monthly view shows leads by source, appointments booked and orders taken, so you can see which sources are worth paying for.
| Lead type | What they told you | What the reply uses |
|---|---|---|
| Room planner | Layout, style, worktop | Similar kitchens, design appointment link |
| Brochure request | Postcode, start date | Nearest showroom, contact planned for the start date |
| Quote request | Budget band, room size | Honest next steps, design appointment link |
If you use a CRM such as HubSpot, we build this there. The replies can be drafted with AI from the enquiry and reviewed by a person, or fully templated if you prefer.
What the showroom gets
Web leads get a prompt, relevant reply that shows you read what they sent. Design appointments book themselves into designers' diaries. Future projects are contacted when they become current. And you can finally see which marketing brings people who buy.
It also changes what you learn about your customers. The planner and brochure data show which styles and worktops people are asking about in your area, and how far ahead of their project they start looking. That can shape what goes on display, what you advertise and when, based on what real enquiries say rather than what a supplier suggests.
Does this sound like your inbox?
- Web enquiries wait days for a reply.
- Room planner submissions are answered with a generic email.
- Customers cannot book a design appointment online.
- You do not know how many web leads become orders.
- Brochure requesters are never contacted again.