The scan is the easy part. A visitor runs a scan on your site, sees their score, and submits their email. The lead is in your pipeline. Now comes the part most agencies fumble: the gap between a completed scan and a signed retainer agreement.
This guide covers the sequence that converts F! Insights scan leads into paying clients: the debrief, the pipeline management, and the moment when a free audit becomes a scope conversation.
In This Article
The Scan Is the Easy Part: Here Is What You Do Next
When a prospect submits their contact information through the F! Insights lead capture form, you have three things you did not have before: their business name, their contact information, and a scored report on their GBP performance with named competitor comparisons. That report is the foundation of everything that follows.
To learn more about turning free audits into signed retainer clients, visit Turn Free Audits Into Retainer Clients. Build a Review Request Sequence Your Clients Will Use and Turn a Low Review Score Into a Local SEO Sales Conversation cover adjacent steps in detail.
The first message should go out within 24 hours of the scan. Not a generic “thanks for signing up” email. A message that references the most notable finding: “Your scan is ready and the most significant finding is that [Competitor Name] is outranking you with 4 times your review count. The full report has the breakdown.”
The Follow-Up Is Not a Sales Email: It Is a Debrief
The follow-up sequence for a scan lead is a debrief, not a pitch. The prospect has already seen their data. Your job is to add context, not to introduce the problem.
Day 1: the report delivery with the most notable finding highlighted. Day 3: an observation that adds value, something specific you noticed about their situation or market. Day 7: a single open question. “Did anything in the report surprise you?” The replies you receive tell you exactly what the prospect is uncertain about and where the conversation should go next.
What the Pipeline Is Actually For
The F! Insights pipeline dashboard is not just a list of leads. It is a record of every prospect’s specific situation at the moment they engaged with their own data. That context does not expire. A prospect who ran a scan three months ago and never responded is still a prospect with a documented problem.
When you follow up weeks after their initial scan, you can reference what their situation looked like when they scanned and note whether the gap has changed. “When you ran a scan in March, your top competitor had 180 reviews. They are at 210 now. Your count has not moved.” That is a follow-up that demonstrates you have been paying attention.
From First Scan to Scope Conversation
The scope conversation happens naturally when the prospect understands the problem and wants to know what fixing it would cost. Your job in the follow-up sequence is to bring them to that question, not to force the timeline.
When they ask, the scope is built directly from the scan findings. The categories where they scored lowest become the deliverables. The competitor gaps become the success metrics. For how to structure a proposal built from scan data, see Local SEO Proposal Template: Data-Backed and Ready to Send.