Speed-to-Lead Calculator: Put a Number on Slow Replies
This calculator shows what your enquiries are worth today and lets you test a simple assumption: what if replying faster raised the share you win? Enter your enquiries, close rate and job value, then try your own improvement figure. It uses your numbers, not an industry claim, so treat the result as a test and not a forecast.
Contents
- How to find your numbers
- Run the calculator
- How the sum works
- Why there is no default improvement figure
- What to do with the result
- Frequently asked questions
- Sources
How to find your numbers
- Enquiries per month: calls, forms, emails and messages from new customers.
- Close rate: of those enquiries, the share that become jobs. Use your own past figure.
- Average job value: the typical value of a job, in pounds.
- Your reply time: roughly how long it takes you to answer a new enquiry, from alert to first reply.
Run the calculator
This tool runs in your browser. We do not receive, store or send what you enter.
Want a second pair of eyes? Clariti Digital can review your setup and show you what to fix first.
How the sum works
Jobs per month equal enquiries times your close rate, and revenue equals jobs times your average job value. If you enter an improvement, we apply it to your jobs and show the extra revenue. As an illustration only: 40 enquiries a month, a 25% close rate and a £300 job give 10 jobs and £3,000 a month. A 10% improvement would add 1 job and £300 a month, or £3,600 a year. Your numbers will differ.
Why there is no default improvement figure
Vendors and white papers make strong claims about reply speed, such as higher conversion for replies within five minutes. Those claims differ widely and come mostly from software sellers. A figure you choose yourself, such as a cautious 5% or 10%, is more honest than one borrowed from a sales page. Read how fast to reply to a new enquiry for what the research says and does not say.
What to do with the result
If the number is small, a simple automatic acknowledgement may be enough. If it is large, make sure every enquiry lands in one place with a next action. See CRM for small businesses in the UK and our follow-up templates for quotes and enquiries.
Frequently asked questions
What does speed to lead mean?
How quickly you respond to a new enquiry. Agencies and CRM vendors say faster replies win more jobs, though the figures vary.
What improvement should I test?
Start with a small, cautious figure such as 5% or 10%, then compare it with what you see after you improve your reply time.
Is the result a forecast?
No. It is a test of your own assumption. Track your real reply time and conversion to see what happens.
Does the calculator include repeat customers?
No. It counts the value of one job per enquiry. Repeat work would add to the result.
Is my information stored or sent anywhere?
No. The calculator runs in your browser and nothing you enter is sent to us or stored.
Sources
- Made Smarter, The lead response crisis, checked 11 October 2026.
- Teamgate, Lead response time study, checked 11 October 2026.
- Demand Local, CRM lead response time impact statistics, checked 11 October 2026.
Sam, Editor at Clariti Digital.
Related guides
- How fast to reply to a new enquiry: What the research says about reply speed and a realistic target.
- CRM for small businesses in the UK: What a small business CRM should do and how to start simply.
- Follow-up message templates: Copy and edit messages for enquiries, quotes and finished jobs.
Need help with this?
Clariti Digital is a UK digital growth agency for established local businesses. We start with a diagnostic, then fix what holds back visibility, enquiries and trust. Call +44 7435 063827 or email sam@claritidigital.com.