Lead Tracking Template for Local SEO Enquiries

Keep enquiry records and business outcomes in one maintained worksheet. Use this template with the system that receives your forms and calls, then review qualified opportunities separately from website interactions.

Download the worksheet

Download the lead-tracking CSV. The file has headings and no fabricated customer records. Import it into your spreadsheet or CRM and restrict access to the people who handle enquiries.

Record the source and the handoff

Use the enquiry ID from your form system where available. Record received date, source page, landing page, referring site and campaign labels, then assign an owner and next action. Keep contact details in the authorised enquiry system if duplicating them in a worksheet is unnecessary.

Do not infer a source that was not captured. Use “Unknown” when the evidence is unavailable. A visitor declining browser analytics can still submit a valid enquiry; the form inbox remains the record for that submission.

Use consistent statuses

• New: received and awaiting review.
• Contacted: a team member has responded or attempted the agreed follow-up.
• Qualified: meets the business’s documented service and fit criteria.
• Booked: a specific appointment or job has been confirmed.
• Won or lost: a known commercial decision has been recorded.
• Duplicate or spam: excluded from genuine enquiry totals with a reason.

Choose a practical definition of qualification with the people doing the work. A form submission is not automatically a qualified lead, and a quoted value is not the same as realised revenue.

Review outcomes by source

Compare genuine enquiries, qualified leads and won work using the same date range and definitions. Keep open opportunities visible. Record currency alongside any known value and leave unmeasured values blank.

Read the lead-tracking guide for the implementation decisions and the monthly reporting template for summarising what changed and what to do next.