Streamlining Web Forms for Improved Lead Gen

Project Overview

In this project, I restructured and optimized web forms across multiple websites, integrating them with Salesforce and HubSpot CRMs, and feeding them into Mailchimp where they would begin customized journeys.

The project aimed to improve lead generation, data organization, and compliance with HIPAA regulations. The results included a nearly 200% increase in lead generation, contributing to the company’s annual KPI achievement.

The project spanned multiple websites with diverse purposes, including education, research, and commercial services. Each website had its own set of web forms that required restructuring to ensure seamless integration with Salesforce and HubSpot CRMs and Mailchimp for email marketing.

By standardizing the forms and integrating them into a unified system, I could streamline the data collection process, improve lead generation, and enhance the overall user experience.

Objectives

The primary objectives of this project were threefold: to significantly improve lead generation across the various websites, to maintain the already strong email open rates, and to ensure that the data collected was accurate, organized, and easily accessible for future marketing efforts. 

By focusing on these objectives, the project aimed to create a more efficient and effective marketing pipeline that could drive higher engagement and conversion rates. 

  • Improve lead generation across all websites.
  • Maintain high email open rates.
  • Ensure accurate and organized data collection.

Challenges

The project faced several challenges, including ensuring HIPAA compliance across all data collection and processing activities. Additionally, there were issues with the CRMs not communicating effectively with Mailchimp, which required troubleshooting and custom solutions to resolve. 

Another critical challenge was managing user journeys within the email marketing platform, ensuring that users who signed up for multiple forms were not inundated with emails and were placed on the most relevant journey based on their interactions.

  • HIPAA Compliance: Ensuring all forms and data flows were secure and compliant.
  • CRM and ESP Communication Issues: Overcoming integration problems between Salesforce, HubSpot, and Mailchimp.
  • Journey Management: Setting up conditional logic to ensure users only entered one email journey at a time, with appropriate delays for multiple sign-ups.

Solutions

The solution involved leveraging a suite of tools, including Gravity Forms, Elementor Forms, custom-coded forms, Salesforce, Zapier, and WordPress to create a seamless data collection and lead generation workflow.

These forms were integrated with Salesforce and HubSpot CRMs to ensure that leads were captured accurately and immediately entered into the marketing pipeline. Custom CTAs were developed for each page and website, tailored to the specific audience and content.

Additionally, 30 SEO-friendly blog posts were created to drive organic traffic, further enhancing lead generation efforts. This comprehensive approach ensured that the entire process, from data collection to email marketing, was optimized for maximum efficiency and effectiveness. 

  • Tools & Technology: Utilized a combination of Gravity Forms, Elementor Forms, and custom-coded forms on WordPress, integrated with Salesforce, HubSpot, and Mailchimp.
  • Custom CTAs: Developed unique calls-to-action depending on the website and page.
  • SEO-Friendly Content: Created 30 blog posts targeting specific keywords to drive traffic and conversions.

Implementation

The implementation phase lasted three months and involved a significant amount of multitasking. While managing the complete website rebuild for the Napa Pain Institute, I simultaneously overhauled the web forms on this website and across multiple other business sites.

The web leads from the NPI website were crucial and the KPI we were focused on. Developing these forms, blog posts, and integrations with NPI was going to require the most work, so it made sense to set all this up while the website was being rebuilt. This gave me the added benefit of having a staging environment to test my changes on before pushing the NPI site to production.

I ensured these solutions were integrated smoothly with the CRMs and ESP. I used native plugins or app-supported plugins developed directly with he associated programs API, such as Gravity Forms connection to Mailchimp. When one wasn’t available, I fell back to Zapier and created dozens of hooks to help the applications communicate with each other.

Despite the tight timeline, the project was completed successfully, with all systems functioning as intended. 

All work, with the exception of some Copywriting help from my Director, was performed by me. This project genuinely felt like a culmination of many of my skills and I’m sure I will write more case studies about work completed during this project.

Results

The results of the project were outstanding, with lead generation increasing by nearly 200%. The restructuring of the web forms and the integration with the CRMs and ESP resulted in much cleaner and more navigable data, which in turn made it easier to target and engage potential leads. For example, beyond the originally drafted email journeys we were able to create a new journey using the data after the flows had been set up.

This efficiency and accuracy contributed directly to the company surpassing its annual KPI for new patient acquisition by 250% within just three months of project completion.

These results underscore the effectiveness of the strategies employed and the impact of a well-executed digital transformation.

  • Lead generation increased by nearly 200%.
  • Data became significantly cleaner and more navigable.
  • The project helped exceed the annual KPI, reaching nearly 250% of the goal within the first three months.

Conclusion

In conclusion, the web form restructuring and integration project was a resounding success, delivering substantial improvements in lead generation, data quality, and overall marketing efficiency. By leveraging a strategic combination of tools and techniques, the project not only met its objectives but also exceeded expectations, contributing significantly to the company’s overall growth and success. 

Share:

More Posts
Digital Marketing
Ben Boone

Page Speed: How to Evaluate and Improve It

Google has indicated that site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages. Research has shown that Google might specifically measure time to first byte when considering page speed.

Read More »
Digital Marketing
Ben Boone

Analysis: Google’s March 2024 Core Update

The March 2024 Core Update by Google was a significant event in the SEO world, characterized by its 45-day rollout, which was longer than usual. Unlike previous updates, Google announced this update through a blog post by their Director of Product, Elizabeth Tucker, indicating a shift in their approach to ranking content.

Read More »

Marketing Operations

In Marketing Operations, I am dedicated to creating efficient workflows and maximizing the impact of each campaign through thoughtful automation and resource alignment. This includes managing platforms like HubSpot and integrating additional tools to create seamless, automated processes that support lead nurturing, customer journeys, and data collection.

Implementing automation systems is a particular area of pride, as I enjoy leveraging a range of tools to streamline repetitive tasks, enhance personalization, and improve team productivity. By automating key processes, I ensure that campaigns reach the right audiences at the right time with minimal manual intervention, allowing the marketing team to focus on strategic, creative work.

I also prioritize maintaining data health across platforms, regularly auditing data and enhancing reporting capabilities to provide actionable insights for leadership. Standardizing processes across campaigns is essential to my approach, as it establishes a clear framework for tracking performance metrics, optimizing ROI, and adapting quickly to new campaign goals.

Market Research

In Marketing Research, I dive deep into data to identify key trends, customer needs, and competitive insights that shape effective marketing strategies. Through techniques like audience segmentation, competitive analysis, and market trend tracking, I gather actionable insights that guide campaign planning and product positioning.

I have used a variety of tools to gather research to help guide my marketing campaigns. 

I use Google Analytics to gain insights into website traffic, user behavior, and conversion funnels, providing essential data for audience segmentation and content optimization. With SEMrush or Ahrefs, I analyze competitor strategies, perform keyword research, and track backlinks to identify content gaps and improve search performance. SimilarWeb helps me understand competitor traffic sources and audience demographics, while BuzzSumo allows me to monitor popular content across platforms and identify key influencers. For customer feedback, I leverage tools like SurveyMonkey or Mailchimp Surveys to gather direct insights. 

For consumer behavior and trend analysis, Google Trends enables me to track keyword popularity and seasonal fluctuations, and Statista offers valuable industry data and consumer survey results. Additionally, Think with Google provides insights into emerging digital marketing trends. To monitor brand mentions and sentiment, I utilize Hootsuite Insights and  Sprout Social for social listening, and Brandwatch to track sentiment and brand health.

When it comes to on-site user behavior, Hotjar offers heatmaps, visitor recordings, and surveys, while Mixpanel is invaluable for tracking user interactions and retention. For in-depth market data, Facebook Audience Insights in Ads Manager helps me analyze audience demographics, interests, and behaviors to fine-tune targeting. 

But, these are the just the names of the tools and what they do. Anyone can write that down. Campaigns have different needs and companies find different tools more useful than others. There is crossover here with tools, for sure. For example, I would probably use SEMrush or Ahrefs for SEO work or checking backlinks, not to find a clean source of data to report back to stakeholders with when they ask what type of customers are viewing the website. However, by using all these tools, I do glean a fuller, and more holistic view of the brand and its various data pools. Most importantly, I think it is valuable to know what data you can find, where. 


Content Strategy

In Content Strategy, I develop structured plans that ensure every piece of content—whether web, social, or email—serves a clear purpose and speaks to the right audience. I focus on creating cohesive messaging, optimizing content for SEO, and using data insights to refine and target each asset.

By understanding the customer journey and aligning content with business objectives, I help build brand visibility, nurture leads, and drive conversions. My approach ensures that all content works together to engage audiences and achieve measurable results.