Lead-to-job conversion rate measures the share of eligible leads that reach a defined job outcome, such as a confirmed service booking. In home services, the lead may originate from a call, text, form, or referral. The business should state whether conversion means booked, accepted, or completed work and allow enough time for leads to reach that stage.
How do you calculate lead-to-job conversion rate?
Divide unique eligible leads that reached the defined job outcome by unique eligible leads in the same cohort, then multiply by 100. For example, 24 confirmed jobs from 80 eligible leads is 30%. State the outcome and conversion window alongside the result.
Should booked and completed jobs use the same conversion rate?
Report them separately when the business needs both. A confirmed visit can later be cancelled or fail to produce completed work. Calling both outcomes a job conversion without qualification makes comparisons unreliable and can overstate revenue-producing activity.
How do multiple channels affect lead conversion?
A customer may use a form, text, and call for one request. Link those interactions to a single lead before calculating a unique-lead conversion rate. Preserve channel history separately so the team can still evaluate the sequence that helped the request progress.
Why should lead conversion use a cohort?
Leads received late in a reporting period may not have had time to book or complete work. A cohort follows leads from the same starting period through a defined window. This prevents a busy final day from making performance look worse simply because those requests are still open.
What should operators inspect when conversion declines?
Review lead sources, trade, territory, request quality, response timing, appointment capacity, and unresolved handoffs. Compare similar cohorts before attributing the change to automation. The rate summarizes outcomes; it does not by itself explain which stage needs repair.
Related terms: Lead Capture, Call-to-Booking Rate, Lead Source Attribution