5 automations every small business should have

Contact form messages sit in an inbox for a day, and the lead hires whoever called back first.

When this happens

Someone fills out the contact form on your website.

Do this automatically

1. Add them to your CRM as a new contact, with the source set to "Website."
2. Send an instant reply from your own email address: thank them, say when you will call, and include a link to book a time.
3. Create a follow-up task for you, due in two business days, in case they do not book.
4. Text or Slack you their name and message so you can call back while they are still looking.

Tools

• Your website form
• HubSpot free CRM
• Gmail or Outlook
• Zapier or Make

Tip: Write the instant reply the way you would type it on your phone. Plain text, no logo, signed with your first name. It reads as personal, not automated.

Calls start with ten minutes of basic questions, and some people forget they booked.

When this happens

Someone books a call on your online calendar.

Do this automatically

1. Ask two or three questions on the booking form: their website, their goal and their timeline.
2. Add the answers to their contact record in your CRM, so they are on screen when the call starts.
3. Email a reminder 24 hours before, with a short agenda.
4. Text a reminder 1 hour before, with the meeting link.
5. After the call, create a deal or task so the next step is not left to memory.

Tools

• Cal.com or Calendly
• Your CRM
• A text reminder service
• Zapier or Make

Tip: Most booking tools have reminders built in. Turn those on first and automate only what is missing.

Happy clients mean to leave a review, then never do.

When this happens

An invoice is marked paid, or a job is marked done in your CRM.

Do this automatically

1. Wait two days, so the request lands after the work, not with the bill.
2. Send a short, personal email with your direct Google review link. Ask one question, such as "what was it like working with us?"
3. If there is no review after seven days, send one friendly reminder. Then stop.
4. Tag the contact as "review requested" so nobody gets asked twice.

Tools

• QuickBooks, Square or Stripe
• Your CRM or email
• Google Business Profile
• Zapier or Make

Tip: Ask every client, not only the happy ones. Google does not allow filtering who gets asked, and a steady flow of honest reviews ranks better anyway. Your review link is under "Ask for reviews" in your Business Profile.

You are with a client, the phone rings, and the caller tries the next business on the list.

When this happens

A call to your business line goes unanswered.

Do this automatically

1. Text the caller within a minute: "Sorry I missed you, this is [name] at [business]. Reply here or book a time: [link]."
2. Log the call in your CRM, creating a contact if the number is new.
3. Create a "call back today" task for you.

Tools

• A business phone app such as OpenPhone or RingCentral
• Your CRM
• Zapier or Make

Tip: Many business phone apps have a missed-call auto reply built in. Start there, then connect the CRM step.

You only check how the business is doing when something feels off.

When this happens

Every Monday at 7am.

Do this automatically

1. Pull last week’s website visits, new leads and revenue into one row of a Google Sheet.
2. Compare each number to the week before.
3. Email yourself a three-line summary: what went up, what went down, and the one number to watch.

Tools

• Google Sheets
• Google Analytics or Looker Studio
• Your CRM and accounting app
• Zapier or Make

Tip: Keep it to three numbers. A report you read every week beats a dashboard you never open.