Guide
Lead scoring explained simply
What lead scoring is, a simple points model a service business can set up in an afternoon, how to test whether it works, and when not to bother.
VAULT 33|27 · Updated 12 November 2026 · Reviewed 12 November 2026 · 2 min read
What it is
Lead scoring gives every enquiry a number that estimates how likely it is to become a valuable client, so your team calls the best ones first. It matters when you get more enquiries than you can answer properly in the first hour. If you can answer every enquiry quickly, speed beats scoring.
A simple model you can use today
Score two things: fit (is this the kind of client you want?) and intent (how ready are they?).
| Signal | Points |
|---|---|
| Service requested is one of your most profitable | +20 |
| Inside your core service area | +15 |
| Gave a phone number | +10 |
| Wants it done within a month | +20 |
| Came from a high-converting source (based on your own data) | +10 |
| Booked a call or visit directly | +30 |
| Outside your service area | -30 |
| Asked only for the cheapest price, no details | -10 |
Then set bands: 60 and above, call within minutes; 30 to 59, reply the same day; under 30, automated nurture.
Base it on your own history
The best weights come from your won and lost deals. Look at the last 50 to 100 won clients: which services, areas, sources and timings appear most? Give those signals more points.
Test it
After a month, compare the conversion rate of each band. If high scores do not convert better than low ones, change the weights. A score nobody checks is worse than no score.
Common mistakes
- Twenty signals instead of six. Keep it explainable.
- Scoring without acting differently. The point is a different response.
- Letting low scores go unanswered. Everyone deserves a reply; only the speed and effort differ.
- Never reviewing it as your business changes.
Your CRM can calculate the score automatically as enquiries arrive and route the best ones straight to a person.
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