← Back to Case Studies
The problem
The website looked fine. Professional design, clear branding, the right pages. The business was spending money on Google Ads sending people to it. The problem was what happened after someone landed on the page.
The contact form worked in the technical sense. Submissions came through. But they landed in an email inbox where they sat until someone checked that inbox. On busy days, that could be 4 to 6 hours. On Saturdays, sometimes Monday morning.
Most of the people who filled out that form were comparing multiple providers. By the time the callback went out, several had already booked with someone else.
“I was getting maybe a quarter of the leads I thought the site was generating. The rest just went cold before I could get back to them.”
What the site was missing
Before
- Form submissions routed to a shared inbox
- No instant confirmation sent to lead
- Follow-up depended on someone checking email
- Average response time: 4 to 8 hours
- No CRM, no tracking, no pipeline
After
- Form submission triggers instant response
- Lead gets confirmation and next steps in 60 seconds
- AI handles the conversation until someone is ready
- Average response time: under 60 seconds
- Every lead logged in CRM with conversation history
What got built
The build covered three areas: the website itself, the form routing, and the AI response layer. The design wasn’t touched because the problem wasn’t the design. It was everything that happened after someone clicked submit.
01
Homepage and service page clarity
The hero section and main service page got rewritten so that a visitor landing from an ad understood exactly what was offered, who it was for, and what to do next. The CTA was changed from a generic “Contact Us” to a specific action that matched what the ad was promising.
02
Form routing to AI response
Every form submission now triggers a Make.com scenario. The lead gets an instant text message from a Twilio number within 60 seconds. The message is personalized based on the service they selected in the form. The AI picks up the conversation from there, answering questions and qualifying the lead until the owner is ready to step in.
03
CRM pipeline and lead tracking
Every lead that comes through now creates a CRM record automatically. The conversation history from the AI exchange is attached to the record. The owner can see at a glance who is warm, who is waiting, and who already booked. Nothing lives in an email inbox anymore.
What changed after launch
Within 30 days, the business closed 3x more leads from the same ad spend. Not because the ads got better. Because the leads that were already coming in started getting a response in under a minute instead of hours.
The AI handled about 60% of the early qualification without any human involvement. By the time the owner saw a lead in the CRM, they already knew what the person needed, what their address was, and whether they were ready to book.
The biggest change was on weekends. The site used to be essentially offline on Saturdays because no one checked the inbox. Now the AI handles the conversation until Monday morning, and the owner walks in with a list of warm leads already organized by urgency.
Getting started
This project ran through the $97 checkup first, which identified the form routing and response gap as the highest-priority fix. The full build followed and was live within 7 business days.
If your site is getting traffic but not converting it into real conversations, the checkup will tell you exactly where the breakdown is happening.
