Skills Don't Affect Lead Matching

Quick Answer

Skills are display-only and do not affect lead matching. If you want to receive referrals for a service, you must select it in your Industries section—not just add it as a Skill. Industries drive matching; Skills are informational only.

Overview

A common misconception is that adding Skills will help you receive more leads. This is not how Heritage Web works. The lead matching system uses Industries, Languages, Licenses, Location, and Publication Referrals settings—but not Skills. Understanding this distinction helps you optimize your listing for the leads you actually want.

What Affects Lead Matching

Heritage Web uses six factors to match referrals with listings:

Factor	Affects Matching	Where to Set
Industries	✓ Yes	Industries section
Languages	✓ Yes	Languages section
Licenses	✓ Yes	Licenses section
Location	✓ Yes	Business Locations section
Publication Source	✓ Yes	Publication Table
Referrals Toggle	✓ Yes	Publication Table
Skills	✗ No	Skills section
Associations	✗ No	Associations section
Overview content	✗ No	Overview section

Why This Matters

Scenario: Immigration Attorney

Wrong approach:

Industries: "Legal Services" (broad)
Skills: "Immigration Law," "Green Cards," "Deportation Defense"
Result: May not receive immigration-specific referrals

Correct approach:

Industries: "Legal Services > Immigration Law"
Skills: "Green Cards," "Deportation Defense," "DACA Applications"
Result: Receives immigration law referrals; Skills add helpful detail

The Difference

Listing Element	What It Does
Industry: Immigration Law	Tells matching system to send you immigration referrals
Skill: Immigration Law	Displays "Immigration Law" on your listing (but doesn't affect referrals)

Common Mistakes

Mistake 1: Relying on Skills for Matching

❌ Wrong: "I added 'Bankruptcy' as a Skill, why am I not getting bankruptcy leads?"

✓ Fix: Add "Legal Services > Bankruptcy Law" to your Industries section.

Mistake 2: Duplicating Industries as Skills

❌ Wrong: Adding "Family Law" as both an Industry and a Skill

✓ Fix: Select "Family Law" as an Industry. Use Skills for specifics like "Divorce Mediation" or "Child Custody."

Mistake 3: Skipping Industries

❌ Wrong: Leaving Industries broad and trying to specify through Skills

✓ Fix: Be specific in Industries. Use Skills only for supplementary detail.

How to Optimize for Leads

Step 1: Start with Industries

Select all Industries where you want referrals
Be specific—choose sub-categories, not just top-level
Use up to 10 Industry selections

Step 2: Complete Other Matching Factors

Add all Languages your team speaks
Enter and verify your Licenses
Add accurate Business Locations
Enable Referrals in your Publication Table

Step 3: Add Skills Last

Use Skills for detail Industries don't capture
Add certifications, technologies, niche specialties
Remember: Skills inform clients, not the matching system

What Skills Are Good For

Even though Skills don't affect matching, they serve purposes:

Purpose	Example
Client information	Shows specific capabilities
Differentiation	Highlights what makes you unique
Search visibility	May help with on-site search
Credibility	Displays certifications and expertise

Important Notes

Industries = Matching | Skills = Display
Changing Skills will not change the leads you receive
Always configure Industries first, Skills second
Review Industry selections if you're not getting expected leads
Skills supplement Industries—they don't replace them

FAQs

I added a Skill but I'm not getting leads for it. Why? Skills don't affect lead matching. Add the corresponding service to your Industries section to receive those referrals.

Should I bother adding Skills at all? Yes. While they don't affect matching, Skills help clients understand your specific capabilities and can make your listing more compelling.

What's the point of Skills if they don't affect leads? Skills communicate detail to clients browsing your listing. They're marketing content, not matching criteria.

I have the same thing in Industries and Skills. Is that bad? It's redundant. Keep it in Industries (for matching) and use Skills for additional detail that Industries don't capture.

How do I know if my Industries are set correctly? If you're receiving relevant leads, your Industries are working. If leads seem off-target, review and adjust your Industry selections.

Quick Reference

I want to...	Use this section
Receive leads for a service	Industries ✓
Show a certification	Skills
Appear on community publications	Languages + Community Connections
Display niche expertise	Skills
Match with clients in my area	Business Locations ✓