Kitchen fitters: lead form questions that qualify

Updated 18 Jan 2026 · By Jamie

The goal isn’t “more leads”. It’s more survey-ready homeowners. This question set filters for scope, budget band, and readiness—without making the form feel like an interrogation.

Kitchen industry page Lead quality filters

The 6-question rule

For kitchens, 5–7 questions is the sweet spot. If you go longer, completion drops.

Ask what predicts close

Scope + budget + timeframe + decision-maker status beat “Tell us about your dream kitchen”.

Scope: full refit vs doors/worktops vs install only
Budget band: set a realistic floor
Timeframe: when they want to start

Make it feel helpful

Position questions as a way to avoid wasting their time.

“So we can confirm fit before booking”
“So we can prepare for the survey”
“So we don’t quote blindly”

Use one idea per question

Keep language simple, options clear, and avoid multi-part questions.

Checkboxes beat free text
Use ranges (budget bands) not exact numbers
Ask for photos only when it helps

Question templates (steal these)

Pick a set, not a menu. Consistency helps optimisation.

Kitchen qualifiers (recommended)

What’s the scope? (Full refit / Partial update / Install only)
What’s your postcode / nearest town?
What budget range are you aiming for?
When do you want to start?
Have you chosen your style/materials yet? (Yes/No/Not sure)

Budget bands (example)

£8k–£12k
£12k–£20k
£20k–£35k
£35k+

Adjust bands to your typical projects and local market.

Optional (only if helpful)

Do you have plans/measurements? (Yes/No)
Upload photos (optional)
Is parking/access easy for a survey? (Yes/No)

Speed-to-lead makes the filters work

Good questions only help if you see the answers instantly and reply fast.

Zapier → WhatsApp routing Speed-to-lead

Related kitchen guides

Use these to improve cost per booked survey and close rate.

Budget bands Cost per lead Creative angles Kitchen industry page