Website to Lead System
I redesigned and redeveloped a product website around the people using it, then connected their paths to HubSpot, sales routing, email, and measurement. A site generating roughly 0–10 leads a month grew into a channel generating more than 500 monthly leads.
One site. Different paths.
See how the experience helps a visitor choose a next step, then carries the right context into follow-up and measurement.
Make the right information easier to find.
Homeowners, installers, and distributors arrive with different questions. Navigation, page structure, and product content help each visitor find a relevant route.
Ready to talk? Choose a path. Still learning? Subscribe for product updates and useful information.
Get started ↗Or keep learning with the newsletterOne entry point. Two clear choices.
The shared conversion CTA on product pages opens a path selection: homeowners can request guidance; installers can begin certification. The newsletter is a separate, lower-commitment choice for people still learning.
The homeowner inquiry continues through a guided seven-step form.
Send the lead to the right team.
Homeowner submissions enter a HubSpot lead pipeline. A workflow sends leads meeting a separate company's criteria to its CRM through a webhook and form-submission queries. Other leads go to internal sales, where region determines the rep for follow-up.
Read the journey, then improve it.
GA4 and Google Tag Manager distinguish homeowner inquiries, installer applications, and newsletter signups. I revisited behavior and conversion data to refine pages, calls to action, and campaigns after launch.
get_eg4_submitHomeowner inquiryinstaller_application_submitInstaller pathnewsletter_signupEmail audienceIllustrative, anonymized interface study. The example screens explain the system; they are not a live form or CRM record. Event names reflect the implemented tracking.
The challenge
The product-focused website served several audiences but generated only about 0–10 leads per month. Homeowners, installers, and distributors needed different information and next steps. If a visitor could not find the right path quickly, the team had little opportunity to respond.
Some visitors were ready to inquire or apply; others wanted to learn more before committing. The visitor experience, newsletter, lead capture, CRM handoff, sales ownership, and analytics all needed to connect without treating every visit as an immediate sales lead.
My role
I redesigned and redeveloped the site around those audience journeys. I owned website UX, page and CTA implementation, lead funnel work, newsletter campaigns, HubSpot workflows, and conversion tracking. I also handled page-level SEO details such as titles, descriptions, and image alt text, checked Lighthouse reports, and kept revisiting behavior and conversion data to improve the experience.
The key design choice was a shared call to action on product pages that let visitors identify themselves before continuing. Homeowners entered a guided seven-step inquiry; installers took the certification path. That kept the entry point easy to find without sending both audiences into the same process.
What I connected
Reorganized product discovery and next steps for homeowners, installers, and distributors, with relevant calls to action where decisions were being made.
Built a HubSpot pipeline and workflow with an external CRM handoff for eligible leads through a webhook and form-submission queries. The remaining leads went to internal sales and were routed by region.
Gave visitors who were still learning a way to subscribe. I owned the monthly newsletter and included both homeowner and installer conversion calls to action, so subscribers could take the next step when ready.
Optimized page metadata and image alt text, reviewed Lighthouse reports, implemented GA4/GTM conversion events, and used behavior data to refine journeys after launch.
The decision that mattered
A single generic contact route would have lost the distinction between a homeowner looking for help and an installer seeking certification. The path selection kept the visible decision simple while directing each visitor into the right process.
The homeowner journey did not stop at submission. HubSpot carried the form context into a lead pipeline, branched eligible leads to another company's CRM, and routed the rest to an internal regional sales rep. The architecture made follow-up possible without asking the visitor to understand the organization's internal structure.
The result
Monthly leads rose from roughly 0–10 to more than 500 after the website and funnel work. The newsletter audience increased from 3,000 to 15,000 subscribers, with approximate 35–40% open rates and 4–5% click-through rates. Following a monthly newsletter send, the homeowner and installer calls to action brought in roughly 50–80 additional completed forms. These are connected channel outcomes; they do not isolate the effect of any one page or workflow.
I continued to review conversion and behavior data after launch, refining page paths and campaigns rather than treating the redesign as a one-time release.