Series: The Essentials of Building an Effective 17hats Lead Capture Form

Mastering Client Leads with 17hats: 3 Part Series

Part 1: The Essentials of Building an Effective 17hats Lead Capture Form

Welcome to the first part of my three-part series on mastering lead capture and client conversions using a 17hats lead capture form. Whether you’re a photographer, coach, or other service provider, setting up a powerful lead capture process is key to turning inquiries into paying clients. In this part, I’m going to walk you through my four-step process of what to include in your lead capture form to ensure you’re gathering the right information and responding in ways that engage your potential clients from the start.

Stay tuned—because in Part 2, we’ll get into the technical side of setting up the lead capture form in 17hats, and in Part 3, we’ll talk about automating lead capture for wedding inquiries via platforms like The Knot and WeddingWire. Let’s dive in!

Step 1: What to Include in Your Lead Capture Form

Creating a lead capture form in 17hats is simple and highly customizable, but the real magic happens in how you set it up to work for you. Your form should be designed to collect essential information that allows you to give your potential clients enough information to determine whether you and your business are the right fit for them, and then lead them into the next step if they are.

Once your form is set up, you can embed it on your website or share it via social media and email campaigns to capture leads wherever they engage with your brand.

Step 2: The Importance of Timely Responses

Here’s the truth: Timing is Everything. When a potential client reaches out, they are at their peak interest. When you respond quickly, it shows them you are attentive and professional, and it can significantly boost your chances of securing them as a client.

Did you know that 78% of customers buy from the first person that responds to their inquiry? Yet, 60% of businesses take more than 24 hours to respond to leads – Yikes! The faster you reply, the higher your chances of converting that lead into a paying client.

How can you do this? Use the 17hats automation features to send a personalized email reply as soon as a potential client fills out your lead capture form. This doesn’t have to be complex—a simple acknowledgment that their inquiry was received, paired with a brief mention of next steps, will do wonders for setting expectations.

Step 3: What to Include in Your Initial Response

Your initial response should balance professionalism with warmth. This email sets the tone for the relationship, so you want to make it count! Here are the key elements to include: acknowledgment, personalization, value, and a clear call to action (CTA).

• Acknowledgment: Thank them for reaching out.
  • Example: “Thanks so much for inquiring about our services! We’re excited to learn more about your needs and how we can help.”
• Personalization: Reference something specific from their inquiry to show you’re paying attention.
  • Example: “I see you’re looking for information about high school senior photos, and I’d love to chat more about how we can help.”
• Value: Answer questions that most people inquiring about your services want to know.  Provide additional resources that will help them determine if you are the right fit for them – links to resource guides, your portfolio, or even client testimonials.
  • Example: “If you’d like to know what it’s like to work with me, please click here to see what my clients are saying and learn more about what my senior sessions look like.”
• Call to Action (CTA): Clearly state what will happen next. This can be a follow-up email or a scheduling link for a discovery call.
  • Example: “The next best step is for us to hop on a call to chat about your specific needs. I’ve included a link below where you can choose the date and time that works best for you.”

Step 4: The Effectiveness of Different CTAs

Not all calls to action (CTAs) are created equal. The type of CTA you use with your lead capture form will depend on the kind of relationship you’re trying to build and the next step you want your potential client to take.  Whether it’s scheduling a call, downloading a free resource, or visiting your portfolio, each CTA serves a unique purpose in nurturing the client relationship.

Here are a few CTA types, along with some data on their effectiveness:

1. Schedule a Call (High Intent CTA)
   • This is a great CTA for high-ticket services or coaching, where personal connection matters. Research shows that scheduling tools can increase lead conversion rates by 30% because they reduce friction and allow prospects to book at their convenience.
   • Example: “Ready to chat about how we can work together? Click here to schedule your free discovery call.”
2. Download a Free Resource (Engagement Builder)
   • Offering a free resource, like an eBook or checklist, is a fantastic way to provide immediate value. Leads who download are more likely to stay engaged with your content, and will likely take the high conversion step of scheduling a call once they’ve engaged with you a bit more. According to research, content offers increase conversion rates by up to 15%.
   • Example: “Not ready to chat just yet? Download our ‘Ultimate Guide to Choosing the Right Business Solutions’ to help you get started.”
3. Visit the Portfolio (Low-Commitment CTA)
   • For visual professionals like photographers or designers, guiding leads to a portfolio is a low-commitment action that helps them see your work. Portfolios boost trust and allow clients to envision themselves working with you.
   • Example: “Want to see more of what we do? Check out our portfolio here.”

I typically recommend using a combination of all three CTA types, especially if your intent is to convert your lead into a paying client sooner, rather than later.  Building value through the use of portfolios and resources will help them determine whether you are someone they are interested in working with, and if so, will lead them to the high conversion step of scheduling a call. 

This is just the beginning of setting up a winning lead capture process! In Part Two of this series, I’ll be walking you through the technical steps of actually setting up a lead capture form in 17hats. So, if you’re ready to turn those leads into clients and streamline your workflow, make sure to catch Part 2 coming soon!

If you want to see what 17hats is all about, click the image to link to a FREE 7 Day Trial, or if you’re ready to purchase, follow the link for 50% off your first year or use the code debmitzel at checkout!
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Deb Mitzel is a Small Business Operations Consultant & Coach, as well as a 17hats Implementation Specialist. Deb is passionate about helping her clients get time back so they have the bandwidth to bring their personal and professional dreams to life. She believes that an Integrated Life – one where your life and business are designed to serve you best – is not only possible, but achievable. If you need help with your business and would like to chat with Deb, she offers a Free Discovery Call to learn more. Click below to schedule your call!

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