Research suggests the average business takes around 42 hours to respond to a new enquiry. That's the average, so plenty take even longer.
Now picture it from your customer's side. They had a question big enough to hand over their name and number. Then they waited almost two days to hear back. By then, they've probably found someone else, or moved on altogether.
Here's the flip side. Businesses that respond within the first minute see dramatically higher conversion rates, with some studies putting the lift at close to 400%. And most customers end up buying from whoever gets back to them first.
The reason is simple. People are most motivated in the moment they reach out. That's when the problem feels urgent and the decision feels close. Every hour you wait, that motivation fades, until you're talking to someone who can barely remember why they got in touch.
That means a small business with a handful of leads a day can outperform a much bigger competitor, just by being faster. Speed often beats volume.
What this means for your website
A good calculator or decision tool captures people right at that high point of interest. They've just worked out their cost, savings or next step, and they want to keep moving. When that enquiry lands straight in your CRM with the details already filled in, your team can pick up the phone within minutes, already knowing what the customer needs.
Try this this week: check how long it takes your team to respond to a new enquiry. If it's hours, aim for minutes. If it's minutes, aim for seconds.
You'll know you've got it right when customers start telling you, "Wow, that was quick."