# What is lead scoring? Definition and examples · Leadraft

URL: https://leadraft.co/glossary/lead-scoring
Summary: Lead scoring is ranking leads by how likely they are to buy, using points for fit and behavior, so you contact the best ones first.

Glossary · Lead generation · Last updated October 31, 2026

# Lead scoring

Lead scoring is ranking leads by how likely they are to buy, using points for fit and behavior, so you contact the best ones first.

**Also called:** Lead qualification score, Prospect scoring.

A lead score adds up signals. Fit signals describe the business: right trade, right area, size, has a website. Behavior signals describe what the lead did: replied, clicked, visited your pricing page. In outbound to local businesses, you have mostly fit signals until someone replies.

Keep scores simple and explainable. A few rules tied to your offer beat a complex model trained on too little data. For a review-management agency, "rating below 4.5" and "more than 20 reviews" might each be worth points; for a web designer, "no website" or "site on an old platform" might be the main signal.

Scores should change what you do: who gets a personalized first line, who gets a call, who waits. If every lead gets the same sequence regardless of score, the score isn't doing anything.

Check scores against outcomes. After a few campaigns, compare reply and close rates by score band, and drop the signals that don't predict anything.

## Example

A web agency scores roofers: +3 for no website, +2 for fewer than 10 reviews, +1 for being inside its home county. The 8-point and above group gets a personal email and a call; the rest get a short sequence.

## Related terms

-   [Ideal customer profileAn ideal customer profile (ICP) describes the kind of business that gets the most value from your offer and is most likely to buy it.](https://leadraft.co/glossary/ideal-customer-profile)
-   [FirmographicsFirmographics are descriptive facts about a business, such as industry, location, size and age, used to segment and qualify B2B leads.](https://leadraft.co/glossary/firmographics)
-   [Lead enrichmentLead enrichment is adding missing data to a lead, such as emails, social links, categories or ratings, so it can be qualified and contacted.](https://leadraft.co/glossary/lead-enrichment)
-   [Lead listA lead list is a set of businesses or people you plan to contact, with the fields needed to qualify them and reach them, such as email and phone.](https://leadraft.co/glossary/lead-list)

## Further reading

-   [How to get web design clients](https://leadraft.co/blog/how-to-get-web-design-clients)
-   [Leadraft for agencies](https://leadraft.co/solutions/agencies)

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Last built: 2026-11-09