Separate budget from efficiency
Spending more changes exposure, not automatically customer quality. Review conversion definitions, lead value, and response capacity before increasing a budget after a short period of activity. Separate agency fees from advertising, software, and production costs.
Ask for enough information to route and qualify the request without unnecessary friction. Explain what happens after submission. Check what happens after the customer clicks, submits, or calls.
Budget and capacity
Allow for both media spend and management fees, and set a budget the business can test responsibly. Pause or adjust offers when staff cannot handle new inquiries. Check recurring charges as well as the initial project fee.
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Check that a visitor can find the next action without guessing.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities