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Lead tiers
Every call to action (CTA) on your website belongs to one of three lead tiers. A tier reflects how much a customer commits when they use that CTA, helping your website serve visitors who are at different stages of deciding what to do next.
We ask every site to keep at least one CTA in each tier so visitors at every level of readiness have a way to reach you. Having more than one option per tier is allowed, but a single clear option per tier usually converts best. More than four CTAs in total can crowd the page and make it harder for visitors to choose.
Qualified-lead billing is configured by lead type, so different actions can be valued appropriately. If the website generates no configured qualified leads, there is no qualified-lead charge. See Leads & billing for the full explanation.
Tier 1
Highest commitmentStrong-intent leads who hand over full contact details or book an appointment — your request form and on-site appointments.
- Request formFull contact form (name, message, optional phone/email).
- Appointment on your websiteVisitors pick a time and book directly on the site.
Tier 2
Medium commitmentLighter-touch leads who start a conversation or leave one line of contact info — chat and the quick contact form.
- ChatA quick on-site question form.
- Quick contactOne-line form — just a phone number or email.
Tier 3
Lowest commitmentDirect actions that don't capture contact details — calling, emailing, an external booking link, or an order link.
- Booking linkSends visitors to an external scheduling platform.
- Order linkSends visitors to an external ordering or online-store platform.
- CallA tap-to-call button using your public phone.
- EmailA tap-to-email button using your public email.