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 »

CRM Integrations

I have experience working with a variety of Customer Relationship Management (CRM) platforms, but I’m best versed in HubSpot and Salesforce. A well-integrated CRM is the backbone of any successful marketing and sales operation, and I focus on ensuring seamless connections between marketing automation, lead tracking, and sales pipelines.

What I Do with CRM Integrations:

✅ Lead Capture & Nurturing – Automate lead collection from forms, landing pages, and paid campaigns, ensuring prospects are properly segmented and nurtured.
✅ Marketing Automation – Build workflows that trigger personalized email sequences, assign leads to sales reps, and move contacts through the funnel efficiently.
✅ Data Synchronization – Ensure clean and structured data across marketing, sales, and service teams, reducing redundancies and improving reporting accuracy.
✅ Pipeline & Deal Tracking – Customize dashboards and tracking systems in HubSpot and Salesforce to give sales teams clear visibility into customer interactions and opportunities.
✅ Analytics & Reporting – Set up and refine CRM analytics, tracking key performance indicators like conversion rates, customer lifetime value, and pipeline velocity.

Platforms & Integrations:

While I’ve worked with various CRMs, my expertise lies in HubSpot and Salesforce, including their integrations with:

  • Marketing platforms – Google Ads, Meta Ads, email marketing tools
  • Lead generation tools – Apollo.io, ZoomInfo, Typeform
  • Automation & workflows – Zapier, native API integrations
  • Customer support & ticketing – Zendesk, Intercom

Whether it’s implementing a new CRM, optimizing an existing one, or integrating it with a broader marketing and sales ecosystem, I make sure businesses have a system that streamlines operations, improves lead tracking, and drives conversions.

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

When I do marketing research, I go deep into the data to spot trends, understand customer behavior, and analyze the competition. The goal? To turn all that info into real insights that shape smart marketing strategies. Whether it’s breaking down audience segments, tracking market shifts, or figuring out what’s working (and what’s not) for competitors, I focus on pulling the right data to guide campaign decisions.

I’ve used a bunch of different tools to help steer my marketing campaigns, and while the list is long, what really matters is knowing which tool to use for what.

Google Analytics is my go-to for checking website traffic, user behavior, and conversion paths—it helps me understand who’s visiting, what they’re doing, and where they drop off. If I need to dig into SEO, backlinks, or competitor strategies, I turn to SEMrush or Ahrefs. But if I’m looking for where competitor traffic is coming from, SimilarWeb is a better bet. BuzzSumo is great for keeping an eye on trending content and key influencers, while SurveyMonkey or Mailchimp Surveys help me get direct customer feedback.

When I need to track consumer behavior and trends, I’ll check Google Trends for shifts in keyword popularity, use Statista for broader industry reports, or dive into Think with Google for the latest digital marketing insights. And if I need to see what people are actually saying about a brand, I use Hootsuite Insights, Sprout Social, or Brandwatch for social listening.

On-site behavior is a different game. If I want to see where users are clicking and how they interact with a site, Hotjar’s heatmaps and visitor recordings come in handy. I’ll use Mixpanel to track interactions and retention over time for deeper user analytics. When I need to fine-tune audience targeting, Facebook Audience Insights is a goldmine for breaking down demographics, interests, and behaviors.

But honestly, listing out tools is easy. Knowing when and why to use them is the real skill. Every campaign has different needs, and different companies find certain tools more valuable than others. There’s definitely some overlap, for example, I wouldn’t use SEMrush or Ahrefs to answer a stakeholder’s question about who is visiting a website. That’s a job for analytics tools, not SEO tools. But using all of these together gives me a holistic view of a brand’s data, and more importantly, I always know where to look to find the right answers.

 

Content Strategy

When I think about content strategy, I see it as more than just planning blog posts, emails, or social media updates. Every piece of content fits into a bigger picture, one that builds trust, strengthens brand authority, and ultimately moves people to take action.

My approach is rooted in strategy, structure, and storytelling. I develop content frameworks that ensure every asset whether it’s a website page, an email sequence, or a thought leadership article serves a clear purpose and speaks to the right audience at the right time.

The goal is not just to create content for the sake of it, but to craft a strategic narrative that connects with people, meets them where they are in their journey, and guides them forward.

A strong content strategy starts with understanding the customer journey. Where does someone first interact with the brand? What questions do they have? What objections might be holding them back? I use these insights to map content to different touchpoints, ensuring that brand awareness, lead nurturing, and conversion-focused messaging all work together in a structured way.

I believe in building content pillars that define a brand’s expertise and serve as the foundation for an entire ecosystem of content. These pillars should be rooted in trust and expertise, answering the biggest questions prospects and customers have. For example, if a company specializes in medtech innovation, their content should not only educate on the latest advancements but also provide insights into regulatory approvals, clinical trials, and commercialization, helping establish them as the go-to authority on the topic.

Data plays a huge role in refining this process. By analyzing SEO trends, engagement metrics, and conversion data, I fine-tune messaging, optimize content for search visibility, and ensure that every asset is actually working toward business objectives, not just filling space.

Gated content is another critical piece of the strategy. Not everything should be free, some of the most valuable insights should be leveraged to capture and nurture leads. Whitepapers, eBooks, in-depth guides, and exclusive webinars create opportunities to exchange value by offering high-quality content in return for a deeper connection with the audience. But it’s not just about getting an email address. The best gated content feels like a natural step in the buyer’s journey, offering something meaningful at the right time to keep them engaged and moving forward.

At the core of all of this is one guiding belief: content should never exist in isolation. Every blog, every email, every piece of gated content should be part of a bigger strategy that tells a compelling story, builds trust over time, and ultimately turns audiences into long-term customers.

Winery Launch

My CEO owns acreage in Napa and aimed to create a turnkey wine brand.

I collaborated closely with him and our Director of Marketing to research, develop, and launch the wine brand within a few short months. This project demanded both technical skills to set up the necessary software and processes, as well as creative skills to design and package the products.

I was trusted and tasked with researching and implementing all the tasks listed below.

  • Brand Development:

    • Create a unique brand identity, including logo, name, and packaging design.
    • Develop a compelling brand story and messaging.

  • Legal and Regulatory Compliance:

    • Obtain necessary licenses and permits for wine production and sales.
    • Ensure compliance with local, state, and federal regulations.
    • My role in this was ensuring that our winemaker/vineyard owner knew WHAT he needed and that I had the copies uploaded where they needed ensure wines could ship out and our website was legal.

  • Packaging and Labeling:

    • Design and produce labels that comply with regulatory requirements.
    • Select packaging materials that align with the brand image.

  • Distribution and Sales:

    • Establish distribution channels, including online and offline retailers.
    • Negotiate agreements with distributors and retailers.
    • Set pricing strategy for different sales channels.

  • Marketing and Promotion:

    • Develop a comprehensive marketing plan, including digital and traditional media.
    • Create and manage social media accounts and content.
    • Plan and execute launch events, tastings, and promotions.
    • Collaborate with influencers and wine bloggers for endorsements.

  • Website and E-commerce:

    • Develop a user-friendly website with e-commerce capabilities.
    • Implement secure payment processing and inventory management systems.

  • Customer Engagement and Feedback:

    • Establish customer service protocols for handling inquiries and complaints.
    • Collect and analyze customer feedback to improve product and service.

 

PPC - Medical Research

Running PPC campaigns in the medical research and clinical trial space presents unique challenges, from niche targeting and ad saturation to strict compliance requirements. I developed and managed a comprehensive Google Ads strategy that aligned with business objectives, drove high-quality traffic, and maximized engagement while keeping costs low.

Keyword Research & Audience Targeting

  • Conducted in-depth keyword research using SEMrush and Google’s Keyword Planner, identifying high-intent search terms related to medical treatments and research participation.
  • Focused on long-tail, intent-driven keywords to reach qualified individuals actively searching for clinical trials or treatment options.
  • Built and refined custom audiences, incorporating behavioral signals, demographics, and retargeting to improve ad relevance and conversion rates.

Ad Copy & Landing Page Optimization

  • Developed high-converting ad copy tailored to resonate with potential trial participants and medical professionals.
  • A/B tested multiple ad variations to find the best-performing headlines, descriptions, and calls to action.
  • Designed and optimized dedicated landing pages, ensuring clear messaging, compliance with medical advertising regulations, and strong conversion potential.
  • Integrated Google Analytics and heatmap tools (such as Hotjar) to monitor user behavior, allowing for continuous refinements in messaging and design.

Overcoming Ad Saturation & Compliance Challenges

Medical research ads often face ad fatigue due to strict targeting limitations. I countered this by:

  • Rotating ad creatives and messaging regularly to keep campaigns fresh and engaging.
  • Using dynamic ad variations to test different angles while staying compliant with advertising policies.
  • Monitoring search trends and seasonal shifts to adjust targeting and bidding strategies accordingly.

Performance & Cost Efficiency

  • Achieved nearly 150,000 ad engagements while maintaining an average CPC of less than $0.40, optimizing ad spend to generate maximum ROI.
  • Used negative keyword lists and smart bidding strategies to reduce irrelevant clicks and improve ad quality scores.
  • Implemented conversion tracking and data analysis to continuously refine campaign performance and maximize lead quality.

 

Running PPC for medical research and clinical trials requires constant monitoring, adaptability, and a deep understanding of audience behavior. By staying ahead of ad saturation, leveraging data-driven insights, and maintaining a strong focus on conversion-driven landing pages, I was able to drive meaningful engagement while keeping costs efficient.

Website Rebuild

Objective: To enhance the website’s functionality and aesthetics, streamline form submissions, and integrate with a HIPAA-compliant CRM.

Description:

  • Web Design and Development: Leveraged Elementor Pro and WordPress to reconstruct the website from the ground up, incorporating a custom theme to improve user experience and visual appeal.

 

  • Form Optimization: Replaced existing forms that directed submissions solely to an email inbox with new forms integrated via Zapier. This seamless integration funneled data into a HIPAA-compliant CRM system, ensuring secure and efficient data handling.

 

  • Email Marketing Integration: Synchronized forms with a Mailchimp audience, utilizing custom tags for enhanced segmentation. Tailored customer journeys based on these tags, automating responses and interactions to optimize engagement and retention.

 

  • Results: Improved functionality and user experience on the website, secure and efficient data handling, and a more personalized and effective email marketing strategy.

 

  • Bonus: Our subsequent inbound marketing efforts have all performed notably better. We attribute these results to better UX, UI, and copywriting.
Visit Website

Project Management

I specialize in leading complex projects from start to finish, ensuring everything stays on track, meets deadlines, and aligns with strategic goals. My approach blends strong leadership, careful planning, and risk management to keep teams moving efficiently while delivering results that meet client expectations.

I focus on budget management and cost control, making sure resources are used effectively without unnecessary overspending. Leadership and coordination are at the core of my process, bringing together cross-functional teams, keeping communication clear, and ensuring everyone is aligned on priorities. Time management and scheduling are just as critical, helping projects move forward without delays or bottlenecks.

To streamline workflows and improve collaboration, I use tools like Asana, Trello, Slack, ClickUp, and Google Workspace to track progress, assign tasks, and keep everything organized. Whether managing a high-stakes marketing campaign or optimizing day-to-day operations, my focus is always on efficiency, accountability, and delivering quality work on time.

Email Marketing

I’ve specialized in Email Marketing for just over 5 years now. I leverage targeted strategies and creative content to build meaningful connections with audiences.

I’ve used skills I learned from my time designing website and landing pages to optimize CTRs on email campaigns and track conversions.

My expertise encompasses crafting personalized campaigns that not only engage and inform but also drive conversions and foster brand loyalty.

I particularly enjoy front loading the work with email campaigns by generating journeys, setting up a/b tests and letting the setup do the work for me.

  • Campaign Strategy & Management
  • Content Creation & Copywriting
  • Segmentation & Personalization
  • A/B Testing
  • Journey Building
  • Compliance and Best Practices
  • Email automation tools

Pay Per Click Campaigns

I’m an expert in Pay-Per-Click (PPC) Advertising and excel at designing and managing targeted ad campaigns that maximize ROI.

I utilize advanced analytics and strategic keyword selection, I craft compelling ad copy and optimize bidding strategies to increase visibility, drive traffic, and enhance conversion rates for a diverse range of clients and industries.

I am Meta Blueprint and Google Ads certified and have been running digital PPC campaigns for 10 years.

If your business runs ads, I can help.

  • Keyword Research 
  • Bid Management
  • Click Rate Optimization
  • Copywriting
  • Campaign Management
  • A/B Testing
  • Analytics and Reporting
  • More

Web Design & Development

Skilled in Web Design and Development, I specialize in creating responsive and user-centric websites by leveraging the latest technologies and design principles.

My focus is on blending aesthetics with functionality to ensure optimal performance across all devices, delivering seamless online experiences that engage and convert.

I have brought dozens of websites from staging thru to production and am familiar with most page builders and processes.

  • Responsive Design
  • UI Design
  • UX Design
  • HTML/CSS/JavaScript
  • WordPress 
  • CRO