Routing
Prospects, existing clients, and referrals do not need the same front door.
Different visitor types often need different information, different calendars, and different owners.
Audit My RoutingStart with the next action.
Do not create routes just because visitor labels are different. Create separate paths when the next action changes.
New prospect → qualification → consultation
Existing client → support / service / document / appointment path
Referral → short intake → priority review or appropriate owner
Vendor → administrative contact
Keep the first choice simple.
A useful start-here screen might ask:
What would you like to do?
- • Become a client
- • I'm already a client
- • Refer someone
- • Something else
The exact language should match the business.
Routing should reduce work.
Bad routing adds
- • more clicks
- • more menus
- • more questions
- • more confusion
Good routing removes
irrelevant steps.
Do not expose the org chart.
Visitors should not need to know which internal department owns their request. Ask about their goal. Route internally from there.
Every route needs a clear destination.
Possible destinations:
formcalendarsecure portalemailphonestaff queueresourceexternal system
A route without an owned destination is another dead end.
Related
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