01
Filter in the creative
Say who it’s for and who it’s not. The right people self-select.
- Service area callout (towns / county)
- Minimum budgets (when relevant)
- “We don’t do…” exclusions (e.g., repairs only)
The 3 layers of filtering
Good qualification feels helpful to the prospect. Bad qualification feels like a barrier.
02
Filter in the form
Ask 3–6 questions that predict job value and close probability.
- Job type / scope
- Location (postcode/town)
- Budget band or “rough spend”
03
Filter in the follow-up
Triage fast: book, park, or disqualify. Don’t “chat” for days.
- Confirm fit in one message
- Offer 2 time slots
- Close the loop on not-a-fit leads
Question templates (steal these)
Pick the ones that match your niche. Keep language simple. One idea per question.
Universal (most niches)
- What’s the job type? (Choose one)
- What’s your postcode / nearest town?
- When do you want this started?
- Do you own the property? (Yes/No)
High-ticket filters
- What budget range are you aiming for?
- Is this a full project or a small repair?
- Have you chosen materials / designs yet?
- Are you comparing quotes from multiple firms? (Yes/No)
Lead quality disclaimer (simple)
Add one line in the ad or form intro: “We’re a premium service. Typical projects start from £X.”
Routing matters
Good filters only work if you see the answers instantly and respond fast.
Explore niche pages
Each industry page includes niche-specific filters and example questions.