The problem: everything after the form was manual
A digital agency came to us with a familiar problem: enquiries were coming in through a website contact form, but everything after that was manual. Someone had to read the form submission, copy the details into a spreadsheet, message the right account manager on WhatsApp, and then go back and forth by email to find a time to call. By the time a prospect actually got a booked call, two or three days had usually passed — and in a market where a prospect is filling out three agencies' forms in the same afternoon, that delay was costing real business.
The brief
The brief was simple to state and harder to build: the moment someone submits an enquiry, it should land in the CRM automatically, the right person should be notified instantly, and the prospect should be able to book a call without another email ever being sent.
How the pipeline works
We built the pipeline around Make.com as the orchestration layer, since it could sit between the website, the CRM, and the calendar without any of the three needing to know about the others. The contact form posts straight to a Make webhook, which is the single entry point for every enquiry regardless of which page it came from.
From there, the scenario does three things in parallel. It creates or updates a record in the CRM (matching on email address first, so returning enquirers get logged against their existing history rather than creating duplicates). It posts a formatted summary into the agency's Slack channel, tagging the account manager whose region or service line matches the enquiry, so nobody had to keep refreshing a shared inbox. And it fires off an automated confirmation email to the prospect that includes a direct scheduling link, so booking a call takes one click instead of a reply-all thread.
The result: booked calls in under twenty minutes
The scheduling link itself was the piece that mattered most to the client. Removing the back-and-forth entirely, and letting the prospect pick a slot against the account manager's real availability, cut the average time from enquiry to booked call from just over two days down to under twenty minutes for anyone who submitted the form during business hours.
Built to outlast the tools
None of this required the agency to change CRMs, replace their calendar tool, or rebuild their website. The webhook is the only thing their site talks to directly; everything downstream can be swapped or extended without touching the front end again. That's the part we care about most in builds like this — the automation should outlast whatever tools happen to be in the stack today.
Where to start with your own process
If your own enquiry-to-booking process still has a manual step in the middle of it, that's usually the easiest place to start. Get in touch and we'll walk you through what a pipeline like this would look like for your specific tools.