Docs/Best Practices

Best Practices Overview

Make the most of Anvil with these proven strategies from our highest-performing customers.

Lead Quality

The quality of your leads depends heavily on your keyword strategy and scoring configuration:

  • Be specific with keywords: "waterproof hiking boots size 42" generates higher-intent leads than "shoes"
  • Use negative keywords: Exclude terms that generate noise, like "free" or "giveaway"
  • Review and refine weekly: Check your lowest-scoring leads to identify keyword adjustments
  • Segment by platform: Different platforms attract different audiences; customize keywords per platform

    • AI Optimization

    Get better results from your AI chatbots and scoring:

  • Train your knowledge base: Upload product FAQs, pricing guides, and objection handling scripts
  • Define clear personas: Give your bot a consistent personality, tone, and communication style
  • Set handoff triggers: Define when a conversation should be escalated to a human agent
  • A/B test responses: Try different opening messages and see which ones drive higher engagement

    • Scaling Your Pipeline

    As your lead volume grows, these strategies help maintain quality:

  • Use lead scoring thresholds: Focus your team on leads scoring 70+ and automate nurturing for lower scores
  • Implement round-robin routing: Distribute leads evenly across your sales team
  • Create pipeline stages: Define clear stages (New, Contacted, Qualified, Negotiating, Closed) with automated progression rules
  • Set up alerts: Get notified when high-value leads enter your pipeline

    • Team Collaboration

    Maximize team effectiveness:

  • Assign clear ownership: Each lead should have a single owner responsible for follow-up
  • Use internal notes: Leave context for teammates when transferring or escalating leads
  • Share report templates: Create standardized dashboards that the whole team can reference
  • Hold weekly reviews: Analyze conversion rates, response times, and lead quality trends

    • Data Management

    Keep your data clean and actionable:

  • Merge duplicates: Regularly check for and merge duplicate lead records
  • Archive stale leads: Leads with no activity for 90+ days should be archived, not deleted
  • Export regularly: Schedule automated exports for your data warehouse or BI tools
  • Respect privacy: Follow platform terms of service and data protection regulations
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