The math
The cheapest leads you own are the ones dying quietest.
A form lead already found you, already chose you enough to type their name. Losing one costs full customer value at zero acquisition cost. Here's the arithmetic.
Four numbers, multiplied
| Factor | Where it comes from |
|---|---|
| Form submissions per week | Your answer — midpoint of the range you pick |
| × estimated miss rate | Conservative lookup keyed to your Form Lead Score band |
| × close rate for your business type | Conservative working assumption, stated in the report |
| × value of one customer | Your answer — average customer relationship value |
A business getting 10 submissions a week, scoring in the "Leaking" band (30% estimated miss), closing 25%, at a $2,500 average customer: 10 × 4.3 × 30% × 25% × $2,500 ≈ $8,000 a month in people who typed their name into your website and never got met. Higher-ticket businesses can multiply accordingly and wince.
Estimates from your own answers using stated assumptions — labeled that way in every report. The $500 discovery replaces the estimate with a measurement.
The compounding part
This leak doesn't announce itself, so it runs for years. And it quietly poisons your marketing math: if a third of form leads die unmet, every ad campaign, SEO invoice, and web redesign is being judged on conversions that never had a chance to happen. Businesses conclude "ads don't work for us" when the truth was "our form leads went nowhere." Fixing the flow upgrades every traffic source you're already paying for.
Run it with your numbers
Three minutes. Every assumption labeled, every input yours.
Score your form flow