Creating a Better Client Experience (Starting on Your Website)
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Have you ever filled out a contact form on someone’s website and then…crickets? No confirmation, no “thanks for reaching out,” not even a clue if your message went through.
Kinda feels like the whole form glitched, doesn't it? 😬 Like should you try again, or just reach out to someone else?
Here’s the thing: your website is more than a pretty digital storefront. It’s the very first handshake with a potential client. And if you want to stand out, your client experience can’t start after someone pays you...it starts the second they click submit.
We want someone to feel special and seen from the moment they make contact, and I'm gonna show you exactly how to do it!
Spoiler: this is where the magic really happens.
But first! Have we met?
Hello! Rachael here (she/her) 👋🏻
Fractional COO and self-proclaimed systems nerd of Hey Rachael Consulting, obsessed with making your life feel easier.
After transforming my first business from a burnout black hole into a streamlined success, I never looked back! And over the last 5 years I've helped 100+ clients do the same behind the scenes. Whether you’re looking to integrate systems for the first time, or level up your organization game - I've got you friend. Let's jump in!
1. Upgrade Your Contact Form to Your CRM
Generic contact forms are fine…until you realize you’re constantly manually copy+pasting leads from your inbox to a spreadsheet, hoping you don’t miss one in the shuffle. Not ideal!
Ever found a lost lead in your spam folder weeks later and totally missed the opportunity? Yeah, that experience sucks.
Instead, swap your plain generic Squarespace form for one connected directly to your CRM (like Dubsado, Honeybook, or Moxie). This way, every inquiry slides right into your system where you can track it, respond quickly (ahem, automatically), and keep your leads from slipping through the cracks.
2. Redirect to a Thank You Page with Next Steps
Now, the moment after someone hits submit is a golden opportunity. Don’t just drop them on a blank screen or a boring “Form Submitted” message. Redirect them to a friendly thank you page that tells them exactly what happens next!
A great thank you page might say something like:
“Thanks so much for reaching out! I’ll get back to you within 2 business days. In the meantime, here’s a peek at my services and FAQs so you can learn more about what working together looks like.”
You can even add links to resources, your latest blog post, your socials, or your scheduler if you’re ready for them to book a call immediately.
It’s a small step that creates reassurance, and keeps their excitement alive while you work behind the scenes.
3. Automate a Confirmation Email (and Make It Personal)
Now, let’s talk inboxes. If someone inquires and doesn’t hear from you for a few days, they might already be scouting for other support. Not because they don’t like you, but because they’re left hanging. This is what we want to avoid!
And an automated confirmation email solves this instantly. Even if you want to thoughtfully respond to all new leads to schedule or move things forward, I recommend creating at least 1 automated email that sends immediately after someone fills out your contact form.
Here’s what to include:
A warm thank you (make it sound like you, not a robot. You'll find GIFs in almost all of mine!)
A quick note on when they can expect to hear back.
Something extra, like a resource, FAQ link, or a helpful blog.
The point is just to make sure people know they're in good hands...and don't wander over to someone else's website because they think they got ghosted. 👻
4. Create a Smooth Referral Funnel
And what about referrals? Not every lead is going to come through your contact form. Sometimes a past client or business friend gives out your email directly, which is amazing! Buuuut it can also mean the person skips over your carefully planned funnel.
Here’s the fix:
Create a dedicated referral pathway.
I recommend setting up a separate scheduling link that’s paired with a short intake form (which can just be a duplicate of your website contact form).
That way, even if someone emails you first, you can easily redirect them to:
Book a call with you at a time that works for both of you
Answer a few quick questions that help you prep in advance
Get automatically added into your CRM or scheduling tool so all your reminders and next steps are already in motion, and you didn't have to lift a finger!
This does two things: it makes your new lead feel cared for and immediately guided, and it saves you from juggling info in your inbox. It all happens in one clean little package.
You can build this in your CRM (so it automatically creates a new project), or use a scheduling tool like Calendly, TidyCal, or Acuity.
TLDR; Build Trust From the Very First Click
Here’s the big takeaway: your client experience starts on your website. From the moment someone submits your contact form, you have the chance to make them feel cared for, confident, and excited to work with you.
Updating your form to feed into your CRM, creating a thoughtful thank-you page, sending an automated confirmation email, and offering a helpful freebie are all simple shifts that pack a serious punch. These small touches make potential clients think, “Wow, if the inquiry process feels this smooth, imagine what it’s like to actually work with them.”
And if you've done all this and feel ready to take the whole experience to the next level?
Check out my free Dubsado Workshop - I talk about how you can enhance your own operations and lead tracking using ClickUp!
Want to dive deeper into understanding how to make your website stand out from your competitors and have people banging down your door to work together? Check out Carolyn’s blog post on the 3 Silent Website Leaks Driving Clients to Competitors.
