Define the evidence

Agree what makes an enquiry relevant to the business. A practical definition may include an identifiable need, a service or partnership fit, an appropriate market and a reachable person who has requested a response. Choose criteria suited to the organisation rather than copying a universal lead score. Distinguish genuine enquiries from support messages, job applications, spam and duplicate submissions. These categories may all deserve handling, but they should not be combined into one sales-success number.

Make it operational

Create a short review form with the qualification decision, reason and next action. Have two people assess a small sample independently, then resolve disagreements so the definition becomes consistent. Record changes to the criteria, because a stricter rule can lower reported volume without any decline in content quality. Link qualified enquiries to the relevant article or campaign only when evidence supports that relationship. Keep an unknown-source category instead of forcing every conversation into a convenient attribution story.

Imagine this

Hypothetical example

A publication receives twenty messages, but only five describe a relevant business need and request a discussion. The team reports five qualified enquiries alongside the broader message total, with clear definitions. It can now improve articles based on useful conversations rather than celebrating every form submission equally.

Make it practical.

Use this checklist as you read. Checks are not stored.

References & further reading

Further reading: Google people-first content guidance ↗

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