Definition
Speed to lead is a measure of the time between someone sending an inquiry and getting a real answer: a reply to what they asked, a call, or a time to talk. An automatic "we got your message" email does not stop the clock, because it tells them nothing new.
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What does speed to lead mean?
Speed to lead is a measure of how long a person waits for an answer that helps them. The clock starts when they send an inquiry. It stops when they get a reply to their question, a call, or a time they can book. It is not the same as first response time, if that counts any reply, including an automatic one.
What counts as a real answer?
An answer counts when the person learns something new or can take a next step.
| Reply | Stops the clock? | Why |
|---|---|---|
| An automatic "We got your message" email | No | It only says the form worked |
| "Someone will be in touch soon" | No | It promises an answer but does not give one |
| A reply to their question, like "Yes, we fix water heaters in your town" | Yes | They learn something they can use |
| A call that reaches them | Yes | They talk to a person |
| A time to talk they can book | Yes | They have a next step |
| A kind "this is not something we do," with where to look instead | Yes | They can move on without waiting |
What does it look like for a service business?
Here is a made-up example. A plumber's website gets an inquiry about a leaking pipe at 7:40 pm. An automatic email goes out at 7:41 pm. The plumber calls back at 8:15 pm. The speed to lead is 35 minutes, not 1 minute.
How do you measure it?
- List a week of inquiries.
- Write down when each one was sent.
- Write down when each one got its first real answer, using the table above.
- For each inquiry, work out the time between the two.
- Look at the slowest ones first. They show where inquiries get stuck.
How does Qualiform fit in?
In Qualiform, the AI answers questions the visitor asks during the conversation. If the message is plainly outside what the business does, the AI says so politely and closes. Once you save your scheduling link or your own hours on the Booking tab, a routing rule can close by offering a time. A closing that only says someone will be in touch does not stop the clock. The lead email and the Slack message tell you a lead arrived, but how fast you act is up to you.
To decide which inquiries get the fastest answer, read the guide to lead routing rules for a small service business.
Common questions
Should you turn off your automatic reply?
No. An automatic reply tells people their message arrived, and that is kind. Just do not count it as your answer. The clock keeps running until someone gives a real answer.
What is a good speed to lead for a small business?
There is no single right number. Pick a target you can keep on a busy day, such as the same working day. Then check it every week. A target you miss every week helps nobody.
Does speed to lead count inquiries sent at night?
That depends on where you start the clock. You can start it when the inquiry was sent, or when you next open. Pick one and use it every time, so you can compare one week with the next.