Speed-to-lead is time between form submit and first human contact. Contact inside 5 minutes converts 5-21x better than 30+ minutes for UK advisers.
Benchmarks
- Under 5 minutes: 21-30% consultation-book rate - 5-15 minutes: 10-15% - 15-60 minutes: 5-8% - 1+ hour: 2-4%
Operational fix
Auto-SMS on form submit + pinging an adviser who accepts in under 5 minutes via round-robin. If you cannot staff it, use a triage BDM or answering service, not voicemail.