Not all leads are equal. A simple scoring system helps you focus on the enquiries most likely to convert.
When you're generating 30+ leads per month, not all of them deserve the same level of attention. Some are high-value, high-intent prospects ready to book, while others are price shoppers who'll get five quotes and choose the cheapest. Lead scoring helps you identify which is which and prioritise your follow-up accordingly.
Create a simple scoring system based on factors that correlate with conversion. High-intent signals include: the customer described a specific problem, they mentioned urgency, they provided a phone number (not just email), they came from Google Search (not social media), and they're in your primary service area. Each positive signal adds points to their score.
Route high-scoring leads to your best salesperson or prioritise them for immediate callback. A lead scoring system means your fastest follow-up goes to the prospects most likely to convert, rather than whoever happened to enquire most recently. This simple change can increase your overall conversion rate by 20-30%.
Review your scoring criteria regularly against actual conversion data. If leads from certain postcodes or service types consistently convert at higher rates, increase the score weighting for those factors. Over time, your scoring system becomes increasingly accurate at predicting which leads will turn into paying customers.