Automating the Client Journey: How Your Website Can Handle Initial Vetting and Intake
As an established service-based entrepreneur, your time is your most valuable asset.
The cycle of discovery calls, emailing intake forms and chasing down basic information can be a massive drain on your bandwidth. You don't need a part-time receptionist or human VA - you need a website that works as a 24/7, highly efficient virtual assistant.
The secret to scaling without burnout is to automate the initial client journey, using your website to handle the low-value tasks of vetting and intake before a qualified lead ever reaches your inbox.
1. The Vetting Phase: Filtering for "Perfect-Fit" Clients
A "lead" isn't a qualified prospect until they meet your specific criteria. Your website should do this filtering for you, ensuring you only spend time talking to people who are a genuine match for your service, budget and timeline.
Use Advanced Form Builders (e.g., Squarespace forms, Typeform, Jotform, Gravity Forms)
Design forms that use conditional logic. If a prospective client answers that their budget is too low, the form can automatically thank them and direct them to a lower-cost resource (like a self-study course), saving you an unqualified call.
Provide Pricing Transparency
A dedicated "Packages" or "Investment" page
Clearly state your starting rates or project minimums. This is the simplest filter. If your minimum for a retainer is €5,000, explicitly stating it vetts out anyone searching for a €500 solution.
Create A highly specific "Who We Work With" page
Clearly articulate your ideal client. For example: "We partner with mid-life coaches seeking to scale to 7-figures." This actively tells others (like early-stage startups) that they are not the right fit.
2. The Intake Phase: Information Gathering on Autopilot
Once a lead is vetted, the intake phase needs to efficiently capture all the necessary details required for a productive first conversation. Your goal is to eliminate the need for those awkward, half-informed introductory calls.
A. The Intelligent Calendar Booking
Stop the back-and-forth of "Are you free Tuesday?" Integrate your booking tool (I love Acuity) directly on your website, but with a crucial automation layer:
Require Form Completion Before Booking: Use the advanced qualification form from the vetting phase and make its successful submission a prerequisite to accessing your scheduling link.
Buffer Time Management: Automatically set maximum limits on initial calls per week to protect your focus and energy.
B. The Discovery Brief
Instead of a generic "Contact Us" message, your website's submission page should act as a detailed project brief.
Ask Insightful Questions: Go beyond name and email. Ask about their biggest challenge, their current solution, their desired outcome, and their deadline.
Gather Technical Details: If you are a web designer, ask for their current website URL, the hosting provider, and the biggest pain point of their existing site.
Set Expectations: The confirmation page after submission should let them know your exact next steps and response time, dramatically reducing follow-up inquiries.
3. Nurturing: Keeping Qualified Leads Engaged
For those who are a good fit but aren't ready to book a call yet, your website should automatically move them into a nurturing sequence.
Irresistible Lead Magnet: Offer a high-value resource, like a "5-Point Financial Health Checklist for CEOs," right on the vetting form.
Immediate Email Sequence: Once they download the magnet, your email marketing software should send an automated, personalized sequence over the next week. This sequence should:
Deliver the promised resource.
Share a relevant case study (proof of your expertise).
Share a thought leadership blog post (establishing your authority).
Reiterate the call to action to book a session.
The Bottom Line: Shift from Reactive to Proactive
Your website redesign isn't about getting a new look; it's about getting a more efficient business model. By embedding vetting and intake automation into your client journey, you transform your website from a passive brochure into a proactive, 24/7 employee that intelligently sorts, qualifies, and prepares leads for you. You'll spend less time on administration and more time doing the high-impact work you love.
