LEAD CAPTURE FUNNEL SYSTEM
Marketing Automation
bailiff-advice.uk
WordPress / PHP
HubSolv CRM
Multi-step lead qualification funnel for debt advice website. Conditional logic routes users based on debt type, financial situation, and urgency. Automated CRM integration and case assignment workflow.
The Challenge
bailiff-advice.uk needed to qualify debt advice leads before routing to advisors. Manual qualification was slow, leads dropped off during handoff, and advisors spent time on unqualified inquiries.
The Solution
Built a custom WordPress plugin handling form logic, API communication, and conditional routing. Used Fluent Forms for UI and custom PHP for business logic and CRM integration.
1. Multi-Step Form
- 6-step qualification flow
- Conditional logic (show/hide based on answers)
- Progress indicator
2. CRM Integration
- REST API connection to HubSolv
- Real-time lead creation
- Error handling and retry logic
3. Routing Logic
- Debt type classification
- Geographic routing
- Urgency scoring
4. Data Pipeline
- Secure transmission (HTTPS)
- GDPR compliance tracking
- Webhook notifications
Results & Impact
95%
100%
<$2s
Advisors now receive pre-qualified leads only, leading to faster response times for urgent cases, better geographic distribution, and a complete audit trail for compliance.
Lessons Learned
Form design matters: Reduced from 12 fields to 6 core questions increased completion by 40%.
Error handling is critical: CRM downtime shouldn't lose leads - built fallback email delivery.
Mobile-first matters: 70% of traffic was mobile - desktop-first design would have failed.