You might think a customer’s experience with your business only begins after they’ve exchanged money with you but in reality it starts well before that. 

Whether you realize it or not, the relationship has started the moment a potential customer began evaluating your business for services. I personally believe this gives local businesses a unique advantage to build connection and loyalty the old-fashioned way, face to face and in-person. 

Before you consider investing in paid ads, for local lead generation, you should ensure your customer experience showcases the amazing service you provide, from beginning to end! Keep reading to learn why customer experience is so important for lead generation for local businesses and a few practical tips you can implement today.

First Impressions Matter in Local Lead Generation

A new gym opened up down the street from my house and I was pretty excited to check it out. Their socials looked fun and relatable, the space was well equipped and it was walking distance from my house – even better! So I was pretty excited to walk over and visit for the first time.

So imagine the buzz kill I felt when I walked in and the owner didn’t even look up from their computer to greet me, much less help me sign up for a day pass.

People form first impressions almost immediately based on their experience and observations. So make sure your business is making a great one! Even if they don’t become a customer right away, they’re much more likely to remember having a good first impression of your busines.

The Magic is In The Lead Follow Up

Did you know it can take on average a minimum of  6 – 8 touchpoints for a lead to convert into a customer? Some studies are even showing that number has increased to 12 or more! Consumers have become more savvy and critical when deciding on a service provider. 

Following up and nurturing leads is essential for small businesses because it turns initial interest into real customer relationships. When someone expresses interest, whether by visiting your business or submitting an interest form online, they may not be ready to commit right away. But a timely follow-up shows that you care about their experience and keeps your business top of mind. Simple actions like sending a thank-you message, answering questions, or offering a special incentive can make a huge difference in turning a lead into a customer.

Many small businesses lose leads simply by not maintaining communication after the first contact. Regular, thoughtful follow-up, whether through email, text, phone calls, or personalized offers, will help build trust and make your leads feel valued. Turning them into lifelong customers.

Paid ads bring in leads by putting your business in front of people actively searching for services like yours. Platforms like Google Ads or Meta Ads allow you to target specific audiences based on location, interests, and behavior, so you can reach the right people at the right time. For many small businesses, paid ads are an efficient way to quickly generate interest and get potential customers through the door.

However, without a strong customer experience strategy in place, the leads generated by paid ads may not convert into actual customers. A poorly managed customer journey, whether it’s a confusing website, lackluster communication, or unwelcoming in-person interactions, can quickly undo the investment in advertising. Leads might come in, but they won’t stick around if they don’t feel valued or find it difficult to engage with your business. 

The job of paid ads is to bring in new leads, but it is the job of your sales process + customer experience to turn those leads into customers. If you’re struggling to convert organic leads into paying customers those issues will still exist with paid ads – the only difference being you’re paying for those leads now.

Pro tip: Make sure your lead management + sales process + customer experience has been tested and proven to convert leads into customers BEFORE you invest in paid ads. Unless you have a big marketing budget, paying for leads when any of those pieces are broken is going to be an expensive lesson learned.

Practical Steps to Make Your Customer Experience Sparkle

Now that we’ve laid out how important customer experience is to local lead generation, here are some practical ways you can make your customer experience stand out. These steps are simple, yet highly effective in turning first-time visitors into loyal customers who feel valued and appreciated.

Clear and Welcoming Intake

First impressions are everything. Make sure when someone walks through your door or contacts you, they’re greeted warmly and with genuine interest. A clear, easy-to-follow sign-up process, whether it’s signing up for a service, asking a question, or scheduling an appointment, helps new customers feel comfortable and confident from the start. 

Train staff to be attentive, helpful, and approachable. Simple gestures like a friendly greeting or offering assistance as soon as someone walks in can create an inviting atmosphere. 

Make sure your online presence is just as welcoming, with easy navigation and clear instructions for potential leads to reach you.

Effective Post-Visit Communication

The customer journey doesn’t end after their first visit or inquiry. That’s just the beginning. Following up after someone interacts with your business shows that you value their time and experience. Communicate clearly what the lead can expect next. Don’t leave them wondering if their inquiry reached you or not.

A simple thank-you email, a personalized message, or a special offer to encourage them to return can go a long way. 

Timing is key: follow up within 24-48 hours to keep your business top of mind. If a customer doesn’t immediately convert, don’t give up. Consistent, thoughtful follow-up through emails, texts, or even social media can help nurture that initial interest and lead to a long-term relationship.

Feedback Loop

No one knows how to improve your customer experience better than your customers themselves. Create an easy way for them to provide feedback, whether through surveys, reviews, or direct conversations. 

The key is to listen actively and make adjustments based on what you hear. If your leads are saying “thanks but I’ve moved on to someone else” then you might be taking too long to interact with them, giving them no other choice but to shop your competitors. 

By having a welcoming intake, effective follow-up, and an open feedback loop, you’ll not only improve your customer experience but also create lasting relationships that drive growth and loyalty.

Additional Resources

If you’re anything like me as a small business owner, you wear many hats (too many maybe). Things well outside of my zone of genius I tend to outsource to the pros. Whether it’s for a full implementation or consultative support, it’s generally a better use of my time and money to invest in an expert vs. trying to learn the ropes myself. Kinda like trying to learn Google Ads when you’d really rather not.

Designing and improving my lead management and client experience was one of those things I outsourced knowing it needed to be designed with my clients experience in mind, not just my workflow needs.

My secret (not so secret now) weapon for this is: Ashley Tindell of Solutions Integrators. Her Lead Management Hub (aff link) + Strategy Sessions have completely transformed my business. New leads and clients are clearly and promptly welcomed, I have effective communication processes in place and a way to incorporate their feedback into my ever-evolving processes. All without having to scour the internets for educational resources.