How can a local business provide the absolute best experience for a potential client that finds them online and completes a website form?
To provide the absolute best experience for a potential client who finds your local business online and completes a website form, you need to focus on delivering quick, personalized, and helpful follow-up communication that builds trust and makes the client feel valued.
This applies to a potential client that calls your business and leaves a message expecting a return communication as well as a potential client that emails your business with a direct inquiry.
Here’s a step-by-step strategy to ensure a top-notch experience:
Immediate Acknowledgment
Why It Works: When a potential client fills out a form, they expect to be acknowledged promptly. Immediate acknowledgment shows that you value their inquiry and are responsive.
How to Do It:
- Automated Confirmation Email: Set up an automated response thanking them for their inquiry and reassuring them that you’ve received their form submission. Mention that you’ll be in touch soon.
- SMS Acknowledgment: If you collect phone numbers with opt-in messaging, send a quick SMS message confirming their form submission and mentioning when they can expect a follow-up. Text messages are often more immediate and personal.
Example:
- Email: “Thank you for reaching out to [Business Name]! We’ve received your request and will get back to you shortly. We look forward to helping you!”
- SMS: “Thanks for contacting [Business Name]! We’ve received your inquiry and will be in touch soon to assist you.”
Quick and Personalized Follow-Up
Why It Works: Speed is key. A potential client wants to feel like their needs are important, and a quick, personalized response shows you care. Personalization helps to build rapport and makes the interaction feel less automated.
How to Do It:
- Respond Within 24 Hours: Aim to follow up within a few minutes, or at the very latest, a few hours. Never more than 24 hours. The quicker you respond, the more likely you are to capture the potential client’s interest before your competitor responds to them.
- Personalized Email or Call: If possible, follow up with a phone call, or if you respond via email, reference specific details from their request & form submission (e.g., services requested, location, timeline).
- Offer Solutions: Don’t just acknowledge the inquiry—offer something actionable. If they’re looking for a quote, include initial pricing or a free consultation offer. If they’re asking for advice, provide some insights that demonstrate your expertise.
Example:
- Email: “Hi [Name], thanks for reaching out to us! I see you’re interested in our [service]. We’d love to help. Here’s a brief outline of how we can assist you, and we’d be happy to schedule a free consultation at your convenience.”
- Phone Call: “Hi [Name], this is [Your Name] from [Business Name]. I saw that you requested information about [service] on our website. Can I help answer any questions or schedule a time for us to discuss how we can best assist you?”
Make It Easy for Them to Take the Next Step
Why It Works: A seamless, easy process increases the likelihood that the potential client will move forward with your business. Remove barriers and make it simple for them to get what they need.
How to Do It:
- Clear Calls to Action: Whether you’re replying by email, phone, or through your website, make sure it’s easy for the client to take the next step. This could be scheduling a call, setting up an appointment, or moving forward with a consultation.
- Offer Multiple Contact Methods: Provide various ways for the client to get in touch (e.g., phone, email, online calendar for easy appointment scheduling, or chat).
- Keep It Simple: Avoid overwhelming them with too much information at once. Offer clear, concise next steps.
Example:
- Email: “Let’s schedule a call to discuss your needs in more detail. Please choose a convenient time via this link [Insert Calendar Link].”
- Phone Call: “Would you like to schedule a time for me to come by and provide a free consultation? I have availability on [dates]. What works best for you?”
Provide Value and Build Trust
Why It Works: Potential clients are more likely to trust your business if they feel you’re providing value from the start. This also helps differentiate you from competitors.
How to Do It:
- Share Relevant Content: Include helpful resources in your follow-up, such as blog posts, videos, case studies, or downloadable guides that answer their questions or solve a problem they might have. This positions you as a helpful expert.
- Show Social Proof: Mention satisfied customers, share testimonials, or include a link to your reviews to build trust.
- Provide a Clear Value Proposition: Remind them why they should choose your business over others. Highlight unique selling points (USPs), such as expertise, certifications & affiliations, customer satisfaction, or a guarantee.
Example:
- Email: “I’ve attached visuals of a similar project we completed, which you might find helpful. Also, here are some customer testimonials that showcase the quality of our work. Let me know if you’d like to learn more or discuss further.”
- Phone Call: “Our clients appreciate the care we take in [service]. One example is [brief story of a successful project]. Would you like to hear more about how we can help you achieve similar results?”
Offer an Immediate, Low-Risk Incentive
Why It Works: Offering a no-risk, low-barrier incentive encourages the potential client to take action quickly, making it easier for them to say “yes.”
How to Do It:
- Special Discount or Offer: Provide a time-sensitive discount or limited-time offer for new clients, or a special package deal if they commit within a certain timeframe.
- Free Consultation/Estimate: Offering a free consultation or estimate removes any financial barrier and gives potential clients a reason to engage without risk.
Example:
- Email: “As a thank you for your inquiry, we’re offering a [discount/bonus] if you schedule an appointment by [date]. Let’s chat soon!”
- Phone Call: “I’d love to offer you a complimentary consultation to discuss your case / project. It’s completely free, and there’s no obligation. How does [time/date] work for you?”
Provide Excellent Customer Service
Why It Works: The experience doesn’t stop at the initial response—it’s important to consistently exceed expectations to create long-lasting client relationships.
How to Do It:
- Be Courteous and Professional: Whether in writing or on the phone, always maintain a polite, professional tone. Be patient, attentive, and respectful of the client’s time.
- Be Transparent: Make sure the client understands the process, pricing, and any next steps involved in working with your business. Transparency helps to avoid misunderstandings and builds trust.
Example:
- Email: “I understand that choosing a service provider is an important decision, and I want to ensure you have all the information you need. If you have any questions, please don’t hesitate to ask.”
- Phone Call: “I know there are many options out there, and I appreciate you considering us. Please feel free to ask any questions—I’m here to help.”
Follow Up
Why It Works: Sometimes potential clients need a little nudge to take the next step. A follow-up ensures you stay top of mind and shows your commitment to their needs. Plus, in many cases, a potential client becomes more comfortable with you when they feel like you “remember” them and their requests.
How to Do It:
- Send a Polite Follow-Up: If the potential client hasn’t responded after your initial contact, follow up with a polite email or phone call to check in.
- Be Persistent, But Not Pushy: Follow up one or two more times, but respect their time and space. Let them know you’re there to help when they’re ready.
Example:
- Email: “I wanted to follow up and see if you had any further questions about our services. I’m here to assist you whenever you’re ready!”
- Phone Call: “Hi, I just wanted to touch base and see if you had a chance to think more about our proposal. If you have any concerns or questions, I’d be happy to discuss.”
To provide the absolute best experience for a potential client who finds your local business online and fills out a website form, or reaches out via phone or email; prioritize speed, personalization, value, and ease of communication. Respond quickly, offer helpful information, and make the next steps as clear and easy as possible. By being attentive, transparent, and offering incentives, you can create an outstanding first impression and convert online leads into loyal clients.
Of course, responding to leads appropriately begins with actually knowing when you receive a new “lead” from a potential new client. If you aren’t receiving leads, then it’s time to take a closer look at your overall online presence and start driving new business your way. Lead Science can help with that.
There’s a science to digital marketing and our solutions team would love to help. Our custom platform attracts the people you want and helps convert them into quality leads you can turn into paying clients. Do you have 5-10 minutes?
