Why Fast Follow-Up Turns Clicks Into Customers

In marketing, there's a saying that couldn't be truer: “Time kills all deals.”

The longer you leave a lead sitting in your inbox, the colder it gets — and the more likely that person finds someone else. If you don't respond fast, you're not just missing a sale — you're leaving money on the table!

When It Comes To Sales, The First hour is Everything.

Research shows you're 21x more likely to qualify a lead if you respond within the first hour.

Whether it's a missed call, a form submission, or a message — that's your moment. Prospects are in decision-making mode right then. If you wait a day (or worse, longer), the moment passes, interest fades, and trust drops.

Now we understand that you have a business to run, but it's important to make time to reach out to new enquiries as quickly as you can – if not the hour they come in, then absolutely the same day.

We bring you qualified leads — but they still need you to make the first move.

Best Practices to Turn Leads into Sales

1. Call as soon as possible

If someone fills in your form, they are expecting a call. Aim for within 15–60 minutes wherever possible. Outside of working hours? Call first thing in the morning.

2. Always leave a voicemail

If they don't answer, don't hang up and move on. Leave a friendly message:

“Hi, it's [Your Name] from [Business Name]. I saw your enquiry come through — just giving you a quick call to help. Call me back when it's convenient or I'll try again later today. My number is XXXXX”

3. Send a follow-up email straight away.

Include your contact details and thank them for getting in touch. Let them know you've received the enquiry and when you'll be available to talk. Consider setting up a booking calendar so your leads can book in a call or arrange a visit at a time that suits you both.

4. Follow up. More than once.

Many leads don't answer the first call and that's okay. They might be in a meeting, on the school run, or just busy. Try again later. It's absolutely fine to call multiple times across 24–48 hours.

You're not being pushy — you're being professional. They have told you they want your services!

5. Use SMS to improve your chances.

Texting is quick, non-intrusive and often more effective than voicemail. Something like:

“Hi, it's Sarah from Caterham Plumbing. Just saw your message — when's a good time for a quick chat?”

If you have more than one phone number or line (landline and mobile), try switching between them. Some people are more likely to pick up if it's a local or mobile number they don't recognise.

6. Build a pipeline

Not every lead will convert into a customer right away. People tend to want to compare quotes, talk to partners or do have the funds immediately available. It's important to log your touch points (you could use your handy DotGO lead tracker), record sales notes and be patient.

Following up 7, 14 and 21 days later is worth it – we regularly sell to websites to clients who we have not been able to get on the phone for nearly a month, because they're still interested, they just have not had the time.

Don't Let Leads Go Stale

We are built to bring you high-quality, conversion-ready enquiries. But the power of that lead drops with every day that passes. The businesses that grow fastest are the ones that respond fast, follow up smartly, and never let leads go cold.

Act fast. Be persistent. Close more deals.

If you'd like help managing your follow-up process, automating responses, or setting up SMS/email templates — get in touch and we can discuss your sales strategy, or look out for our upcoming webinar on this topic!

Looking for more marketing advice from the gurus?

Why We Sometimes Need to Rebuild Your Website Before Starting Marketing

Voicemail Tips for Small Businesses

Don’t Let Leads Go Cold: Why Fast Follow-Up Turns Clicks into Customers

Give Your Leads A Way To Schedule A Call At A Time That Suits You Both

How to Manage Your Sales Pipeline

When and How to Use Paid Ads to Capture New Business Through Your Website

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