Speed decides it
An enquiry answered within an hour converts substantially better than one answered the next day. By the third day most are gone.
Website enquirers have usually contacted two or three businesses. The first substantive reply frequently wins, regardless of price.
Acknowledge immediately, automatically
- An automatic reply within seconds, saying it arrived
- When they will hear from a person, specifically
- Something useful in the meantime — a relevant page, a guide
- A phone number, in case it is urgent
Route to a person, not a mailbox
A shared inbox that nobody owns is where enquiries wait. Name the person, with a backup, and check the routing works.
Automatic CRM creation removes the risk of an enquiry being read on a phone and forgotten.
Follow up more than once
- One follow-up after two or three days
- One more after a week, with something useful rather than a chase
- Then stop, and add them to a longer nurture if appropriate
Most businesses follow up once or not at all. The second and third contact converts a meaningful proportion.
Measure the response time
Time from submission to first human reply, tracked. Most businesses believe theirs is faster than it is.
Measuring it is usually enough to improve it, because it becomes visible.