Glossary
Speed to lead
Speed to lead is how quickly a business responds after a customer reaches out, and it strongly affects whether the inquiry turns into a real conversation.
Speed to lead explained
What the research says
A well-known study in Harvard Business Review looked at 1.25 million web leads at 42 US companies. It found that firms that tried to contact a lead within an hour were nearly seven times as likely to qualify it as firms that tried an hour later, and more than 60 times as likely as firms that waited a day or longer. It counted a lead as qualified once there had been a meaningful conversation with a key decision maker.
What it doesn't say
The study covered web leads for companies in the 2010s. A homeowner phoning a plumber is a different setting, so treat the result as direction, not a forecast for your business. The direction is clear, though: the sooner someone responds, the better the odds.
Speed to lead on the phone
On a call the window is shorter. The caller is on the line right now. If nobody answers, the window is however long they are willing to try the next company, which is often seconds, not hours.
Keep reading
Related terms
- Lead captureLead capture is recording a prospective customer's details, such as name, number, need and location, when they first make contact, so someone can follow up.
- Missed-call text backMissed-call text back is an automatic text message sent to a caller after their call went unanswered.
- After-hours answeringAfter-hours answering is handling calls outside your business hours so callers reach an answer instead of voicemail.
Where it matters
- Website lead callbackCall new website leads back in 60 seconds.
- Missed-call recoveryRecover the jobs voicemail was losing.
- Plumbing answering serviceVoicemail is where jobs go to die.
- Roofing answering serviceThe first to respond wins the lead.
- Real estate answering serviceEvery buyer call answered, even mid-showing.
Hear it answer. Then start free.
On business plans: If we don't catch at least 10 leads you'd have missed in your first 30 days, you don't pay.