Operational Guide
How to Route Prospects, Existing Clients, and Referrals
By Front Door Audit
Different visitor types do not automatically need different pages.
They need different paths when their next action is different.
New prospects
A prospect may need:
- service fit
- qualification
- consultation
- estimate
- new-patient appointment
- intake
The path should move toward that next action.
Existing clients
Existing clients may need:
- service support
- document upload
- account question
- appointment
- billing
- status update
Do not force them through a new-client sales form.
Referrals
A referred prospect may deserve:
- a shorter intake
- source capture
- a specific owner
- faster review
- a different introduction
Only build a separate referral path if the operating treatment is actually different.
Use plain-language choices.
A strong start-here question might be:
What would you like to do?
- Become a client
- I'm already a client
- Refer someone
- Something else
The exact words depend on the business.
Do not create too many routes.
More segmentation is not automatically better. Every path creates maintenance, copy, forms, logic, and testing. Separate only what genuinely needs a different next step.
Test the route.
For each path, ask:
- where does it end?
- who owns it?
- what record is created?
- what does the visitor see next?
- what happens if no one acts?