Free guide for service businesses
A practical lead-generation playbook for service businesses.
A practical 20-page guide for owners of B2B, property and other service businesses that sell through conversations. Start with a clear service, someone to handle enquiries and a way to record what happens next.
Start with the real outcome
The guide maps the journey from someone getting in touch to becoming a customer, so you can see where good prospects stop moving forward.
Someone contacts you. It could still be spam, a duplicate or a poor fit.
A real, contactable person asking about a service you actually provide.
The right service, location, need and timing under your agreed criteria.
A call, meeting or visit is in the diary. A booking is not attendance.
They buy. Track collected revenue separately from quotes and bookings.
Print and fill in
Use your recent enquiries rather than a generic benchmark.
WORKSHEET 01
One line per recent enquiry: date, source, fit, first reply, next step, outcome and reason. The guide includes space for your last 20 enquiries, while noting that a small sample is a starting point, not a reliable benchmark.
Outcome labels: NEW · VALID · QUALIFIED · BOOKED · ATTENDED · WON · LOST · DUPLICATE · SPAM
WORKSHEET 02
Define who your buyer is, what starts their search, where and what needs you serve, and when you are not the right fit. Then write your own one-sentence qualification rule.
The qualification checklist covers service, location, need, timing, and scope or budget when relevant.
Follow up helpfully
The guide encourages a named owner, an achievable response target and a record of the next action. These short excerpts are templates to adapt, not response-time promises.
As soon as the enquiry arrives, within the target you agreed
“Hi [name], thanks for asking about [service]. I’m [person] from [business]. So I can point you in the right direction, could you tell me [one useful fit question]?”
Once you’ve reviewed what they shared
“Based on what you shared, the best next step would be [specific step]. Shall we arrange that, or is there anything you’d like clarified first?”
As soon as a call, meeting or visit is agreed
“Hi [name], confirming your [call / visit] with [person] on [day] at [time]. We’ll cover [agenda].”
After your agreed number of follow-ups with no reply
“I’ll close this request for now so we don’t keep interrupting you. If you’d like to pick it up later, just reply here.”
Measure useful stages
The guide compares cost per valid enquiry, cost per qualified enquiry and ad cost per customer, then explains why the definitions and cost scope need to stay consistent.
Illustrative only · invented numbers · not client results or benchmarks
Campaign A looks better at the enquiry stage. Campaign B looks better further down the journey. The example does not prove profitability.
Put it into practice
Six short sprints, one outcome each. It is a set-up plan, not a promise of a profitable campaign in 14 days.
Days 1–2
Review recent enquiries and choose the main bottleneck.
Days 3–4
Choose the buyer, the service and the next-step offer.
Days 5–6
Prepare the matching page and your qualification questions.
Days 7–8
Assign the response owner and the follow-up routine.
Days 9–10
Check tracking and agree the learning budget.
Days 11–14
Launch or refine one focused test, if you’re ready.
Choose your next step
Take the self-guided Enquiry Growth Check, or talk through your service and enquiry journey with the team.
Download the free PDF