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Fill in your own form and time the reply.

Fill in your own website form tonight, the way a customer would. Then follow the enquiry through: the first reply, the record in your CRM, where it came from, who owns it, the follow-up and the booking. You'll see which part works and which part breaks before you spend more on ads.

If enquiries reach you through a form on your website or from your ads, and you've never filled it in yourself as a customer would. If the first reply or the follow-up is missing, the FAST page has the texts.

Get the filesStart the steps

7 checks

From submitting on your phone to the booking confirmation.

1 sheet

It works out the minutes to the first reply and marks the first check that failed.

2 days

Checks 1 to 5 tonight. The follow-up and the booking tomorrow.

What’s inside

  • The seven checks, in the order an enquiry travels
  • The first fix for each check that fails
  • The log sheet, with the minutes to the first reply and the first failure worked out for you
  • How to run it with no customer's details on screen

The seven checks

Do checks 1 to 5 tonight. Don't answer anything that arrives. Check 6 tomorrow, then answer and do check 7. Use your own name with TEST in it, your own mobile number, and a real service you offer.

0 of 7 done

  1. Submit it from your phone, as a customer would

    • Open your form on your phone, through the same link your ads or website use. For check 4, add tags to the link, for example .
    • Fill it in as plus your first name. If there's a box to agree to texts, tick it.
    • Start your phone's stopwatch as you tap submit. Write the date and time in .
    • If the form won't submit or shows an error, stop there and leave blank. That's your first fix, and the sheet marks it.

  2. Time the first reply, and note how it came

    • Stop the stopwatch when the first text, email or call arrives. Write the time in and the channel in .
    • This page gives no target time. Write down what you saw.
    • If nothing arrives, leave blank. The sheet marks it as the first failure.

  3. Find the record in your CRM

    • Search for . The record should be there with the name, phone number and service you entered.
    • If enquiries land in an inbox or a spreadsheet instead of a CRM, check there and note it in .
    • Mark Y or N.

  4. Check it shows where it came from

    • Look for the source on the record: the ad, the page, or the tags on the link you used.
    • If the enquiry came from a Meta ad, the ad's link needs tags too. In Ads Manager they go in the ad's URL parameters. Check the words on your own screen.
    • Mark Y or N.

  5. Check a named person owns it

    • The record should show one person responsible for it, by name. Not a shared inbox, and not nobody.
    • Mark Y or N.

  6. Tomorrow: check whether another follow-up came

    • Don't answer anything overnight. The next day, check whether another message arrived.
    • Write its date and time in , or leave it blank if none came.

  7. Book a time, and check the confirmation

    • Now answer, and book through whatever you were offered: two times, a link or a call.
    • Check the booking lands in your calendar and that a confirmation reaches you. Mark and Y or N.
    • Then cancel the booking, so nobody travels to a test.

When a check fails: the first fix

1. Submit on a phone

If it fails
Fix the form first: the fields, the button and the thank-you page, on a phone.

2. The first reply

If it fails
Set up an automatic first text or email for every enquiry. The FAST page has every text.

3. In the CRM

If it fails
Connect the form to your CRM, and check each form field lands in the matching field on the record.

4. The source

If it fails
Add tags to every ad and page link, and map them to a source field on the record.

5. A named owner

If it fails
Assign every new enquiry to one named person, by a rule in your CRM.

6. Another follow-up

If it fails
Add one follow-up for anyone who doesn't answer. The FAST page has the text.

7. Booking and confirmation

If it fails
Fix the booking link or the times offered, and turn on the confirmation message.

Fix the first failure, then test again

The sheet's column shows the first check that failed, in the order an enquiry travels. Fix that one before anything else, and before you spend more on ads.

Then run the whole test again with a new TEST name. Run it again after every change to your form, your CRM or your follow-up.

The log sheet

Open test-log.csv in Google Sheets. Row 2 is an EXAMPLE: type over it, or add your test below it and copy the two formulas down. Type dates and times as .

test_date

What goes in it
The day you ran it. stays blank until this is filled in.

form_url

What goes in it
The link you opened, with its tags.

device

What goes in it
The phone you used.

submitted_at

What goes in it
The date and time you tapped submit. Blank if the form wouldn't submit.

first_reply_at

What goes in it
The date and time the first text, email or call arrived. Blank if none came.

minutes_to_reply, worked out for you

What goes in it

reply_channel

What goes in it
Text, email or call.

in_crm

What goes in it
Y or N: the record is there with name, phone and service.

source_captured

What goes in it
Y or N: the record shows the ad, page or tags.

owner_assigned

What goes in it
Y or N: one named person owns it.

followup_2_at

What goes in it
The date and time the next message arrived. Blank if none came.

booking_works

What goes in it
Y or N: the booking landed in your calendar.

confirmation_received

What goes in it
Y or N: a confirmation reached you.

first_failure, worked out for you

What goes in it
The first check that failed, in order: a blank or an N in its column. If checks 1 to 5 pass, it shows 6 tonight, until you fill in tomorrow.

fix

What goes in it
One line: what you'll change first.

Keep the test clean

Your details, marked TEST

Use your own name with TEST in it and your own mobile number. Never a customer's details.

Nothing private on screen

If you record or share your screen, filter your CRM to the TEST record first, so no customer's name or number shows.

A normal evening

Run it when your team is working as usual, not when you've told everyone a test is coming.

Clean up after

Tag or delete the TEST record and cancel the test booking, so it doesn't count as a lead or fill a slot.

Texts need a tick

Your follow-up should text only people who agreed to be texted on your form. If your form has no box for that, add one. This is general guidance, not legal advice; settle the wording with your own adviser.

Take the files

The checklist

test-checklist.txt

The seven checks, the first fix for each and how to keep the test clean, in one plain file.

Download

The log sheet

test-log.csv

With the minutes to the first reply and the first failure worked out for you. Open it in Google Sheets.

Download

Open a .csv in Google Sheets (File, then Import) or Excel.

The form address, times and fix in the sheet's example row are examples. Nothing here is a result or a target time; it is a checklist.

Field and menu names differ between CRMs and between versions of Ads Manager. Go by the words on your own screen.

A test shows where enquiries leak. Fixing the whole path is the system.

Lead Generation Group is a program that teaches you to generate your own leads and sets up the Lead Generation OS with you. The first 90 days focus on paid acquisition: Meta ads, the offer, the funnel, tracking, CRM and follow-up.

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