Website form and WhatsApp inquiries to a CPA firm go through a short questionnaire on entity type, revenue band, staff count and bookkeeping needs. Answers are scored against the firm's price grid, and qualified prospects get a fee range and a booking link within minutes.
Typical results
≈5 hrs/wk
Partner screening calls saved
≈25%
Out-of-scope inquiries answered with no staff time
≈33% more
Consultations booked from inquiries
Figures reflect typical results for this kind of automation.
The challenge
Inquiries reach the firm through the website form and WhatsApp, and a partner or senior accountant calls each one back to ask the same questions about entity type, turnover and staff. Callbacks take one to two days, about a quarter of inquiries turn out to be too small or outside scope, and prospects often sign elsewhere first.
Before and after
Minutes from inquiry to first reply
−99%Partner hours per week on screening calls
−83%Consultations booked per month from inquiries
+33%The automation
Each new inquiry, from the website form or the firm's WhatsApp number, receives a short questionnaire on entity type, annual revenue band, number of employees and whether bookkeeping is needed. A Make scenario scores the answers and matches them to the firm's price grid in Google Sheets. Qualified prospects get a fee range and a consultation booking link right away, out-of-scope inquiries get a polite referral reply, and every lead lands in the CRM with its score and answers.
How it works
- 01
Inquiry arrives
A prospect fills in the website form or messages the firm's WhatsApp number.
- 02
Short questionnaire
The prospect answers four questions: entity type, annual revenue band, number of employees and bookkeeping needs.
- 03
Score and price grid
Answers are scored and matched to the firm's price grid in Google Sheets to find the service tier and fee range.
- 04
Reply by branch
Qualified prospects get a fee range and a consultation booking link. Out-of-scope inquiries get a polite referral reply.
- 05
Lead in the CRM
Every lead is saved in the CRM with its answers, score and tier, and booked consultations appear on the partner's calendar.
Starts from
- Website inquiry form
- WhatsApp inquiries
Delivers
- Fee range + booking link
- Polite referral reply
- Scored lead in the CRM
The impact
Every inquiry gets a reply in under five minutes, at any hour, and qualified prospects arrive at the consultation already knowing the fee range. Partners stop spending about 5 hours a week on screening calls, and consultations booked from inquiries rise by roughly a third.
Questions about this automation
How is the fee range calculated?
The firm keeps its price grid in Google Sheets, with a monthly fee band for each combination of entity type, revenue band, headcount and bookkeeping need. The automation finds the matching row and quotes that band. Changing a price in the sheet changes the next quote, with no edits to the automation.
What does an out-of-scope prospect receive?
Prospects below the firm's minimum size, or asking for services it does not offer, get a courteous reply explaining that the firm is not the right fit, with a suggestion of what kind of practice to look for. They are still saved in the CRM, tagged out of scope, for reporting.
Can a partner review a lead before the fee range is sent?
Yes. Borderline scores, such as a business close to a revenue threshold or one with several entities, can be held for a partner to approve from a CRM task before the reply goes out. Clear cases go out instantly. This is a multi-step build, usually rolled out in stages.