What Is A “Quotable” Lead, And Why Are We So Obsessed With Them?

Quick Version:

Quotable Leads are actual leads that originate from your website (from phone calls, forms, chat, or text) from Organic Search or other lead gen activities. They’re what’s left after you filter out the garbage of fake leads, current customer inquiries, sales attempts, spam, duplicated form fills, etc. Across all Level 10 Client-Partners, about 55% of all RAW LEADS are quotable… and 45% are “noise.” Level 10 is the only agency that provides this service.

Full Version:

Every SEO company promises “First Page Results,” am I right?

(Yes, I am fully aware that they almost never actually deliver.)

There might be a few SEO companies that are brave enough to talk about generating actual LEADS.

(Although I couldn’t tell you who these companies are–are there any?!?)

Then there is Level 10 Contractor. All you ever hear us talk about is generating QUOTABLE LEADS.

At the tail-end of the pandemic, I told my SEO team: “The Holy Grail of SEO is to report on LEADS, not clicks. You have ONE YEAR to figure out how to track this and report this.”

And sure enough, they delivered. We started reporting LEADS to our Client-Partners in early 2023.

Huge breakthrough. But it turns out, not good enough.

You see, a lot of those “leads” are not actually leads at all. Just because somebody calls or fills out a form online, that’s not automatically a lead. So we created a process to identify which leads are good, and which ones are not even really leads.

At Level 10, we sort RAW LEADS into two categories: Quotable Leads, and Noise:

• QUOTABLE LEADS are actual leads you receive from phone calls, forms, chat, or text from Organic Search or other lead gen activities. These are people who legitimately want you to sell them your products.
• NOISE is inquiries from phone calls, form fills, chats, and texts… that are NOT real leads; they include current customer inquiries, sales attempts, spam, duplicated form fills, incomplete information, bad phone numbers/emails, etc.

How We Do It:

Every single time you get a RAW LEAD that originates from your website, we send an email in real time to both YOU AND OUR INTERNAL LEAD TEAM with the details of the lead.

If the Raw Lead comes from a form, chat, or text, the entire message is included in the email.

IF the Raw Lead comes from a phone call, a link is provided to the recording of the call so you can listen to it.

At the bottom of the email is a question: “Is this lead quotable?”

You can then hit a big GREEN “YES” button, or a big RED “NO” button. Here are two examples of the emails; note that one is from a phone call that came from the Google Business Profile, and the other is from a form from the website:

The honest-to-goodness truth is that most of our Client-Partners are too busy to classify their leads as they come in… which is why I said earlier that we ALSO have all the Raw Leads sent to our Internal Leads Team as well.

Why? Because every morning, we classify our Client-Partner’s Leads FOR them. The task is completed every day by noon (central time) for the raw leads that came in the previous day. (On Monday we do this for Friday/Saturday/Sunday Raw Leads).

Note that you still have access to all Raw Leads–they will still go into your CRM, and you can sift through them if you like.

The percentage of Raw Leads that are actually Quotable Leads fluctuates from Client-Partner to Client-Partner… and from month to month. But overall, we see that about 55% of all Raw Leads are Quotable–which means about 45% of them are “noise.”

Why is it important?

• You can see exactly how many actual (quotable) leads you are getting for the money you are spending.
• It allows us to see and know what is working and what is not working–and adjust accordingly.
• You’re not frustrated that a bunch of your “leads” are bogus, non-quotable garbage.

As far as we know, Level 10 Contractor is the ONLY SEO agency that provides this service… which means that we are the only agency that can tell you what your ACTUAL cost per lead is…. And how many leads you’re really getting.

Pretty cool, isn’t it?!?

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