Lead Generation Website Rebuild
![[Opencare] Lead capture, qualification & routing rebuild](https://cdn.prod.website-files.com/69b31c94bd7e769fb00f6b9d/6a2c64129a636fb0f841ca1d_oc.avif)
Project information
Custom Webflow rebuild with automated lead qualification and routing
Webflow build
Form logic & lead qualification
Routing automation (Make)
Salesforce, Slack & Calendly integration
6 weeks
2025 - present
Project overview
Opencare connects patients with dental practices, and its B2B funnel runs on inbound demo requests from those practices. The old site captured leads, but everything after the form was manual: submissions landed in Salesforce and one person reviewed, qualified, and assigned each lead by hand. Skywwward delivered a full Webflow rebuild with built-in form logic, automated routing, and a Make integration connecting the website, Salesforce, and Slack — so leads are now qualified, routed to the right AE's Calendly, and surfaced to the team in real time without manual intervention. After the rebuild, total inbounds rose 61%, qualified inbounds 158%, demos booked 431%, and closed-won deals 654%.
Our entire lead process used to funnel through one person reviewing Salesforce by hand. Now qualification, routing, and booking just happen — leads hit the right AE's calendar automatically and the team sees it in Slack in real time. It removed a bottleneck we'd outgrown, and the numbers followed.
Tamara Teofanovic
The challenge
Manual bottleneck
Every submission funneled through one person. The Sales Director reviewed each lead in Salesforce, decided eligibility, and handed it to an AE — a single point of failure that depended entirely on one person's availability and didn't scale.
No routing logic
Leads landed in Salesforce and sat there. There was no automatic qualification, no assignment, and no notification — eligible prospects waited on a daily manual review before anyone could act.
Scaling with marketing
As lead volume grew with a B2B marketing ramp-up, it was clear the manual process wouldn't hold. The team needed automated qualification and routing that could handle the volume, stay easy to update, and run reliably.
The solution
We delivered a full Webflow rebuild for Opencare, replacing a manual lead process with automated qualification, routing, and booking. Forms now accept or reject submissions on the spot, route eligible leads directly to an AE's Calendly, and fire a Slack notification simultaneously — all wired together through Make across the website, Salesforce, and Slack. Global form templates mean new landing pages inherit the same logic instantly, so marketing can launch campaigns without rebuilding the backend.
Key elements of the solution
Form logic & qualification
Submissions automatically accepted or rejected based on responses
Instant Calendly routing
Eligible leads sent straight to the right AE's calendar to book a demo immediately
Real-time Slack notifications
Full team visibility on every submission, surfacing practice location count for prioritization
Make integration
Connects the website, Salesforce, and Slack in one straightforward pipeline
Richer Salesforce capture
Additional fields, accepted/rejected outcomes recorded, and form types mapped distinctly
Default field values
Incomplete submissions still flow in rather than getting dropped, feeding the Waitlist program
Global form templates
New campaign landing pages inherit routing and notification logic automatically
Tech-stack
Business impact
More qualified leads, not just more volume
Total inbounds rose 61% after the rebuild, but qualified inbounds grew 158% — more than double the lift. Tighter form logic filters leads before they reach the team, so the growth is in the right kind of lead.
A funnel that compounds downstream
The gains get bigger further down the funnel: demos booked are up 431%, demos run 384%, and closed-won deals 654%. More volume at the top combined with better lead quality throughout the pipeline.
Instant routing, zero manual review
What used to be a daily, one-person review in Salesforce now happens the moment a form is submitted. Eligible leads land on the right AE's Calendly automatically, and around 87% of qualified leads go on to book a demo.
A waitlist program that converts
Leads outside current coverage flow into a quarterly waitlist sequence instead of getting dropped. It's become a high-performing channel in its own right — 47% of those leads book a demo, and 50% of those demos close.
