Getting someone to fill in the contact form on your website is only half the job. What happens in the next day or two usually decides whether that person becomes a client or quietly books with someone else. Plenty of firms put real effort into attracting enquiries and then lose them through slow replies, generic responses or no follow-up at all.
The good news is that this is one of the easiest parts of your marketing to improve. You do not need a sales team or complicated software. You need a clear owner, a few good templates and a simple routine.
Decide who owns every enquiry
The most common reason enquiries slip through the cracks is that nobody is clearly responsible for them. The form goes to a shared inbox, everyone assumes someone else will reply, and the prospect waits.
Choose one person to own new enquiries, along with a backup for when they are away. In a small practice, that might be the owner or the practice manager. Make sure enquiry emails go directly to them, and agree how quickly they will respond.
Reply quickly, and make it personal
People who fill in a contact form are often contacting several firms at once. Most firms find that the one who replies first, with a helpful and personal message, has a strong advantage.
Aim to reply within one business day at the latest, and within a few hours where you can. If you cannot give a full answer straight away, send a short holding reply that confirms you have received their message and tells them when you will be in touch.
Speed matters, but so does tone. A reply that clearly shows you read their message builds trust in a way that a generic template never will.
A reply template you can adapt
Here is a simple structure for your first reply. Keep a version of it saved in your email so you can personalise it in a couple of minutes.
Hi Sarah,
Thanks for getting in touch about your self-managed super fund. It sounds like you’re keen to get the annual audit sorted before the deadline, which is something we help with regularly.
The easiest next step is a short conversation so I can understand your situation and give you a clear quote. I have time on Wednesday afternoon or Thursday morning. Would either of those suit? If you’d rather keep things by email, just reply with a few details about the fund and I’ll take it from there.
Kind regards, Michael
Notice what this does. It uses their name, refers to their specific need, shows you understand it, and offers one clear next step with a choice of times. It also gives them an alternative if they prefer email, which many busy people appreciate.
Work out gently whether they are a good fit
Not every enquiry will be a good fit, and that is fine. Part of your first conversation is working out whether you can genuinely help. A few simple questions usually cover it:
- What prompted you to get in touch now?
- What have you tried so far, or who has been helping you until now?
- What would a good outcome look like for you?
- Is there a timeframe or deadline we need to work to?
If it turns out you are not the right fit, say so kindly and, where you can, suggest someone who might be. People remember that kind of honesty, and it often leads to referrals later.
Make the next step easy
Once you have spoken, the prospect should know exactly what happens next. Send a short summary email the same day that covers what you discussed, what you recommend, the fee or how you will quote, and how to go ahead.
Remove as much friction as you can. If you use online booking, include the link. If you need documents, list exactly which ones. If there is an engagement letter or intake form, send it straight away rather than waiting for them to ask.
A psychology practice in Sydney, for example, might send new clients a single email with a booking link, a short explanation of what happens at the first session and the intake form, all in one message.
Follow up without being pushy
Many prospects go quiet after the first conversation. Usually it is because life got busy rather than because they have decided against you. A polite follow-up is often welcome.
Here is a simple follow-up sequence:
- Two or three days after your proposal: a short note asking whether they have any questions.
- About a week later: a helpful message, perhaps with a relevant article or a reminder of an upcoming deadline.
- A couple of weeks after that: a friendly final note letting them know you are happy to help whenever the timing suits.
After the third message, it is best to stop following up. Add them to your newsletter if they agreed to receive it, and leave the door open.
Keep a simple record
A basic spreadsheet is enough to track enquiries. Record the date, the person’s name, the service they asked about, where they found you, when you replied, and whether they became a client. Review it once a month.
This shows you which services attract the most interest, which sources send the best prospects and where people tend to drop off. If lots of enquiries go quiet after your proposal, for instance, you might need to explain your fees earlier or make the proposal clearer.
Help your website do some of the work
The clearer your website is, the better your enquiries tend to be. When service pages explain who each service is for and what it costs or how you quote, prospects arrive already understanding the basics, and your first conversation can focus on their situation. A well-designed contact form can also ask one or two useful questions up front, so your first reply can be more specific.
Where we fit in
This process works best when your website is sending you clear, well-informed enquiries in the first place. That is what we design every site to do, whether it is a website for accountants or a practice in another field. If you would like to see how we build one in seven days with just over an hour of your time, have a look at how it works.
