LEAD CAPTURE FUNNEL SYSTEM
Marketing Automation
bailiff-advice.uk
WordPress / PHP
HubSolv CRM
4-step lead capture form for bailiff-advice.uk. Qualifies users by debt concern, bailiff contact status, and debt amount — then submits directly to HubSolv CRM via a custom WordPress plugin with email fallback so no lead is ever silently lost.
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 shortcode plugin — a single PHP file handling the entire form, validation, CRM submission, and email notification. Chose this over Fluent Forms (already on site) to keep full control over the HubSolv API integration and avoid plugin dependencies for something this specific.
1. Multi-Step Form
- 4-step qualification flow
- Step-by-step progression with progress indicator
- UK mobile validation, honeypot spam protection
2. CRM Integration
- REST API connection to HubSolv
- Real-time lead creation
- Error handling and retry logic
3. Lead Qualification
- Debt concern type (Council Tax, Parking, Court Fines)
- Bailiff contact status (visited / letters only / unsure)
- Debt amount band (under £5k / £5k–£20k / over £20k)
4. Data Pipeline
- Secure transmission (HTTPS)
- GDPR compliance tracking
- Webhook notifications
Results & Impact
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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
Keep forms short: Three qualifying questions before contact details. Every extra field is a reason to drop off — especially on mobile.
Never trust the HTTP status: HubSolv always returns HTTP 200. You have to check result.status === "success_post" in the response body — a lesson learned from the integration docs.
Email fallback is non-negotiable: CRM downtime is inevitable. The plugin fires an email notification on every submission — success or failure — so no lead is silently lost.