How to Turn Web Leads into Customers Step by Step

by | Oct 10, 2019

So you just got an inbound lead from your website.

You or your sales team gets a notification email that there is a prospect interested in hearing about your company and is ready to talk.

So what happens next?

This article is meant to give you a full playbook of the proven system that should kick into action exactly at this point to convert leads into customers consistently and quickly.

Companies spend endless hours and big budgets to generate web traffic and lead generation through Google, social media, and other marketing efforts but what happens after the lead comes in?

Well let’s look at some statistics on the subject from this Forbes article:

  • 35% to 64% of web leads are never even followed up.
  • Only 27% of the web leads actually get spoken to.
  • 46 hours and 53 minutes is the average call-back time for web leads.
  • Sales rep average 1.3 follow-ups but the average close doesn’t usually happen until the 8th call.

To summarize, there is a huge disconnect between online marketing leads and fully completed sales.

So what can you do about it?

Read more below to find out what you can do!

When my Co-Founder and I started our company Upgrow, I previously had little-to-no sales experience. I’ve been doing lead generation online for over 15 years, so while I was quite good at building up new leads on our website through SEO, Google Ads, LinkedIn, conversion rate optimization, and lead capture forms, I wasn’t as effective at sales presentations, follow-up, or closing.

After taking on more of a sales role at the agency, in the past 2 years with steady reading, training, and experience I have a sales process that is becoming much more effective and consistent in turning those leads into clients. So here is what I’ve learned.

Table of contents:

  1. What you Need to Get Started
  2. Closing the Lead Step-by-Step
  3. Final Thoughts

What you Need to Get Started

There are a number of critical processes you need to put into place before you can properly handle internet leads. Taking the time to organize and put these into place and ensure they’re consistently used by you and your sales team will have a monster impact on your close rates so don’t overlook creating these and continually tweaking them based on performance.

The same study referenced above found that contacting a lead who had submitted their contact information online was 100X more likely to be reached and qualified if called in the first 5 minutes versus 30 minutes, and forget about the average 46+ hours. To respond within 5 minutes you’ll need a highly standardized process so you aren’t making it up on the fly.

Fast Response to Web Leads Results in Higher Close Rates

Why do you need to reply so quickly?

Because while you’re on their mind at that moment, your competitor is also a click away as well.

Lead Notification System

There are many providers, solutions, and setup options available so it’s not so much about which one you choose but that you properly set it up and most importantly respond quickly when the lead drops in. I like Hubspot as they offer a suite of sales and marketing automation tools and are reasonably priced, even the free version is suitable for most early-stage companies.

When a prospect his the HubSpot download form or books with their appointment calendar booking tool, I get a text and an email notification. Unless you’re asleep, no matter where you are, you can usually respond right away. For a proper response though, you need a copy-and-paste script. Also, be sure the prospect receives a calendar invitation so it lands on their schedule, HubSpot can also handle this.

Hubspot Scheduler Tool

First Response Script

Plan for a phone call, text message, and email response for the sales leads that come in so you’ll need a script for each. Hubspot can even automate the email part once you input your script. As mentioned, a key here is immediate response (within 5 minutes, within 1 minute if at all possible).

Here is a good email script template:

Hi <their name=””>,</their>

<your name=””> here at <your company=””>. Thank you for booking our call on <date> at <time> <time zone (if=”” necessary)=””></time></time></date></your></your>

Before then I’ll be doing some homework on <their company=””> and would love to get some additional info from you to make sure we maximize our time on the call:</their>

  • What is your primary motivation for contacting us today?
  • How to you handle <service your=”” provide=””> currently?</service>
  • How do you measure successful for <service you=”” provide=””>?</service>
  • Are there specific <services you=”” offer=””> you’d like to discuss?</services>

Thank you again for your time and I look forward to speaking!


<your name=””></your>


A phone call should follow up the email immediately. Why call when you just emailed? Email open success rates are terrible due to the number of emails most people receive, spam filters, and Gmail dropping you into the secondary folder tabs so it’s very easy to miss your email.

Here is a good voicemail script template:

Hi <their name=””>,</their>

<your name=””> here at <your company=””>. I just wanted to thank you for booking our call on <date and=”” time=””> and look forward to speaking. I just sent you an email and would love to get some more information from you to put together some ideas before we speak on <day>.</day></date></your></your>

My number is <your number=””> and my email is <your email=””>. Talk soon.</your></your>

For more phone call script ideas and different scenarios, check out this great post from Grant Cardone on the topic.

Sales Presentation

So now you have an appointment booked!