A lead form that only asks for a name and number treats every enquiry the same, so your team calls the student doing research before the buyer with a budget and a deadline. A few well-chosen questions fix that, if they're easy to answer and you actually use the answers.
Below are 20 lead qualification questions to choose from, how many to use, and how to turn the answers into a score that decides who gets a call first.
Why qualify in the form
- Speed. The best leads go cold fastest. Knowing who they are the moment they submit lets you call them first.
- Better first calls. You start the conversation knowing what they want and when.
- Self-selection. A clear budget or timeline question lets people who aren't a fit see it before you both spend time.
20 questions to choose from
Grouped the way sales teams usually think about it (budget, authority, need, timing, often called BANT), plus fit.
Need: what are they trying to do?
- What are you looking for help with? (choices of your services)
- What's the main problem you want to solve?
- What are you using today?
- What made you look for a solution now?
Timing: how soon?
- When do you want to get started? (This month / In 1–3 months / Later / Just researching)
- Is there a date this needs to be done by?
- How soon would you like us to get in touch?
Budget: can they pay?
- What budget have you set aside? (ranges, not an open box)
- How will you pay? (for property and education: loan, savings, sponsor)
- Have you bought something like this before?
Authority: who decides?
- What's your role?
- Who else is involved in the decision?
- Are you deciding for yourself, your family or a company?
Fit: are they your kind of customer?
- How big is your team or company?
- Which industry are you in?
- Where are you based? (if you only serve some places)
- What would make this a success for you?
- How did you hear about us?
- What's the best way to reach you? (Call / WhatsApp / Email)
- When's the best time to call?
How many to ask
Two to four qualifying questions on top of contact details is plenty for most forms. Ask only questions whose answer changes what you do next: who calls, how fast, what you send.
“What is your budget?” as an open text box, at the start of the form.
Budget as four ranges, after one easy question about what they need.
- Choices beat text. They're faster to answer and can be scored.
- Easy before hard. Start with need; ask budget once they're invested.
- Use logic. Ask renters and buyers different follow-ups, and skip what doesn't apply.
- Don't ask what you already know. Save the ad or page they came from with hidden fields instead of asking.
Score the answers
Give each choice a point value and add them up with a calculated field:
| Question | Answer | Points |
|---|---|---|
| When do you want to start? | This month / 1–3 months / Later / Just researching | 3 / 2 / 1 / 0 |
| Budget | Top range / Middle / Lowest / Not sure | 3 / 2 / 1 / 0 |
| Who decides? | Me / Me and others / Someone else | 2 / 1 / 0 |
| Team size | Your sweet spot / Close / Outside it | 2 / 1 / 0 |
A maximum of 10 points. Start with simple bands: 7 and above is hot, 4–6 is warm, below 4 is nurture. After a month, compare scores with who actually bought, and adjust the points.
Route leads by score
- Hot: show a booking question with your Calendly or Cal.com calendar, or send them to your booking page when they finish.
- Warm: a thank-you ending that says when you'll call, and a case study to read meanwhile.
- Nurture: an ending with a guide or your pricing page, and no promise of a call.
Send the score with every lead to your sheet or CRM, so the team sorts by it. And before you trust any score, make sure the phone number is real: see how to stop fake leads.
Examples by business
| Business | Best two or three qualifying questions |
|---|---|
| Real estate | Buy or rent · budget range · when they plan to move |
| Coaching institute | Class and subject · batch timing · who is enquiring (student or parent) |
| Agency | Service · budget range · deadline |
| B2B software | Team size · current tool · when they want to switch |
In Tapzy
- Give any Multiple choice, Dropdown or Checkboxes option a number, and add them up with a Calculated field.
- Show, hide or require questions by answer, skip pages, and pick the ending by the answers or the score, or redirect to any URL.
- A Scheduling field opens your Calendly or Cal.com calendar inside the form.
- Hidden fields save the campaign or source from the link.
- WhatsApp, SMS or email codes make sure the lead is real, and every response gets a trust score.
- Scores go to Google Sheets and webhooks with the rest of the answers.
Start from the lead quiz template or the quote request template.