Enquiry process
What a lead conversion audit should include
A conversion audit maps enquiry entry to commercial outcome and prioritises fixable leakage with evidence, not generic marketing advice.
8 min read · Updated 18 July 2026
Scope of the audit
Cover sources and capture, response speed, qualification, routing, follow-up sequences, records hygiene, quotes, appointments, reporting, and consent for communications.
Include all major channels: web forms, phone, email, chat, referrals, and partner feeds if applicable.
Boundary the audit clearly. A conversion audit is not a full brand review, website redesign, or software sales demo.
Evidence collection
Sample real customer journeys across recent weeks. Complement with system access review, automation inventory, and stakeholder interviews.
Baselines matter: median response time, contact rate, stage conversion, and quote follow-up completion where data allows.
Note data quality limits upfront so recommendations match what you can measure today.
Leakage analysis
Identify where records stall, automations fail, ownership blurs, or handoffs drop context. Quantify volume at each leak where possible.
Distinguish structural issues from one-off incidents. Patterns in ten journeys outweigh a single anecdote.
Compare policy to practice. Written response-time targets that nobody meets are findings, not footnotes.
Prioritised roadmap
Deliver quick wins, structural fixes, and measurement plans in realistic phases. Every item should have an owner and success metric.
Sequence matters. Fixing capture before advanced nurture avoids automating bad data.
Cost and capacity estimates help leadership commit. Vague improve follow-up lists get ignored.
What an audit is not
It is not a guarantee of revenue uplift or a substitute for sales coaching alone. It is operational diagnosis and design.
It should not fabricate benchmarks or client stories. Recommendations tie to your evidence.
Follow-through separates useful audits from shelfware. Plan check-ins at thirty, sixty, and ninety days to verify implementation.
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