How to Build a Lead-Scoring Quiz for Your Website
October 15, 2026 · 4 min read
A "Contact us" form asks visitors to do all the work: decide they're ready, then write you a message. Most don't. A short quiz flips that around. "Is now the right time to sell your home?" is a question people want answered, and the answers they give tell you how ready they are.
Done well, a lead-scoring quiz does three jobs at once: it gives the visitor something useful, it collects their contact details, and it tells you which leads to call first. This guide walks through planning one, with a real estate seller quiz as the running example.
Start with the result, not the questions
Decide what visitors will get at the end. That's the reason they finish. Good results are specific and useful:
- "You're ready to sell: here's what to do in the next 30 days"
- "You're getting close: three things to prepare first"
- "You're in the planning stage: here's what your home might be worth"
Three results is a good number. Each one maps to a range of scores and to what you'll do next with that lead.
Choose questions that do double duty
Every question should be quick for the visitor to answer and tell you something about how ready they are. Five to seven questions is the sweet spot; completion drops as quizzes get longer.
Good qualifying questions usually cover:
- Timeline. "When would you like to move?" Within 3 months, 3–6 months, 6–12 months, not sure.
- Commitment. "Are you already working with an agent?" No, talking to a few, yes.
- Fit. What kind of home, service or budget they have, so you know if you can help.
- Motivation. "What matters most in this sale?" Price, speed, timing.
Avoid questions that feel like a form ("What's your address?") until the end, and avoid anything sensitive. For real estate in particular, never ask about protected characteristics such as family status, religion, national origin or disability. Fair housing rules apply to marketing too.
Give each answer points
Points turn answers into a score. Give more points to answers that signal a ready, good-fit lead:
| Question | Answer | Points |
|---|---|---|
| When would you like to move? | Within 3 months | 6 |
| In 3–6 months | 4 | |
| In 6–12 months | 2 | |
| Not sure, just curious | 0 | |
| Are you working with an agent? | No, not yet | 3 |
| I'm talking to a few | 2 | |
| Yes, I have an agent | 0 |
Weight the questions that matter most. Timeline usually deserves the biggest spread, because a seller moving in three months needs a call this week and one moving next year needs a newsletter.
Turn scores into results and ratings
Add up the lowest and highest possible totals, then split that range:
| Score | Visitor sees | You see |
|---|---|---|
| 12 and up | You're ready to sell | Hot |
| 7–11 | You're getting close | Warm |
| 0–6 | You're in the planning stage | Cold |
Check that every possible total lands in exactly one range. Gaps are easy to miss: if the top range starts at 13 but someone can score 12, they'd fall through.
Decide where to ask for contact details
Ask for name and email after the last question and before the result. By then visitors have invested a minute and want their answer. Be clear about what happens next: "We'll email you a copy of your plan."
If you'll call or text leads, add a separate consent checkbox with clear wording, never pre-ticked, and keep a record of what each lead agreed to. In the US, the TCPA and state rules set requirements for calls and texts, so have your wording reviewed for your business and state.
Make sure leads reach you fast
The value of a hot lead drops quickly. Before you publish:
- Send each lead somewhere you'll see it, such as an email alert with the rating in the subject, plus a spreadsheet as the record.
- Send the visitor their result by email, so the conversation is already started when you call.
- Connect your CRM if you use one, and pass the answers along as tags (for example
timeline:0-3 months) so you can filter and follow up differently. - Test it yourself with a real email address before sending any ad traffic.
Measure what's working
Add UTM tags to the links you share (for example ?utm_source=facebook&utm_campaign=spring) and save them with each lead, so you know which ad or post brought your best leads. After a few weeks, look at how many visitors start the quiz, how many finish, and how many hot leads become clients. Adjust the question that loses the most people first.
Build yours
You can plan all of this on paper, but it's faster to see it working. Our free Quiz Builder lets you start from a real estate, wellness or service-business template, write your questions and points, and watch the quiz update as you type. It checks that every possible score has a result.
To put the quiz on your website, Lead Quiz runs it on any site builder that accepts HTML. It includes a free Google Sheets script that saves every lead, emails you an alert with HOT in the subject for your best leads, and emails visitors their result. It can also forward leads to Zapier, Make, GoHighLevel or another CRM. It's a one-time purchase from $59 for one website, with an agency license for marketers building funnels for clients.