Expertise / 09
Website, CRM and email
The owned channels, run as one system.
A WordPress site for a brand-new domain, landing pages that match the ad, forms that count once, a CRM that is the record, and email that is nurture rather than noise. Owned end to end since 2024, with the plumbing between them built rather than bought.
Highlights
30k+monthly users on a domain started from zero
55%engagement rate
0 to 3inbound quality leads a month, from none
150+leads captured and routed to sales
15 minform-to-sheet sync, so nothing waits on a login
6 weeksthe standard nurture, five to seven emails
A form that counts a job application as a lead will teach the ad platform to find more job seekers. Count once, count right.
What this covers
01Website ownershipEvery update and design change on a WordPress site, landing pages for campaigns, speed and security, hack detection and cleanup, directory and listing consistency, consent management.
02Landing pages and formsPages that match the search or the ad they came from. One conversion per form. Job applications and employee logins kept out of the lead count. Click IDs saved with every submission.
03CRMHubSpot set up as the record and audited when leads went missing at its limit. A customised Twenty CRM that joins ads, pages, email and replies into one buyer-journey view per account. Contact data deduplicated and enriched by script.
04Email marketingMailchimp, Zoho and Brevo for sequences, scoring and nurture. Webinar invites and follow-ups. A six-week nurture of five to seven emails for "not now" replies, one set per reason.
05Outbound infrastructureSeparate sending domains, three to nine mailboxes warmed three to four weeks, SPF, DKIM and DMARC, plain text, no open tracking, bounces under 2%, complaints under 0.1%.
06The plumbingForms synced to sheets every 15 minutes, leads to Slack with score and reason, email events back to the CRM, GA4 and the ad platforms joined to the same account record.
How a lead travels
1PageMatches the search or the ad. Loads fast. Says one thing. Has one form.
2FormCounts once. Saves the click ID. Rejects the obvious junk before a person sees it.
3RecordLands in the CRM with source, campaign and page. Deduplicated against what is already there.
4RouteJudged on what was written and the designation. Genuine enquiries go to sales the same day, with the context.
5NurtureEverything else gets a sequence that matches its reason, and a date to be re-scored.
Work
Employer and clients not named.
| Work | What was done | Result |
|---|---|---|
| New website at a listing Listed IT services and BPM company, 2025 to 2026 | A WordPress site on a new domain, owned from launch: pages, design changes, forms, tracking, speed, security, listings. | 30k+ monthly users, inbound quality leads 0 to 3 a month. Case |
| Lead capture audit 2026 | Traced ad-driven form submissions to the CRM and found leads being lost once the CRM reached its contact limit. Rebuilt the path with a sheet sync as the safety net. | No lead depends on a single tool's quota. |
| Customised Twenty CRM 2026, in progress | An open-source CRM customised so each account shows the ads seen, pages read, emails opened and replies, joined from GA4, Search Console, LinkedIn Ads, Google Ads and email. | Retargeting and email aimed at named people. Builds |
| Hack found and cleaned 2026 | A cloaked gambling injection on the site found through an ad-spend drop, cleaned, 150 URLs rescanned, the ad account appeal filed. | Site clean, ads back. Case |
| Partner webinar campaign 2026 | Email invites and follow-ups with LinkedIn ads for a technology partner webinar, registrations captured to the CRM with source. | One campaign, one count, one owner. |
| Outbound email setup for an ABM system 2026 | Separate domain, warmed mailboxes, authentication, plain-text sequences in Instantly, HubSpot as the record, n8n routing every reply. | Built before the first send. Case |
| Email and website for a pharma exporter 2023 | Website management, email marketing and social media around six-plus trade fairs and industry events. | 100+ qualified enquiries. |
Rules
- One conversion per form, counted once. Job applications are not leads.
- The CRM is the truth. Everything else syncs to it; nothing lives only in a tool's inbox.
- Email is nurture, not noise. One reason per sequence, a date to re-score, stop on any reply.
- Never the main domain for outbound. Deliverability is a setup, not a hope.
WebsiteWordPress, Google Tag Manager, Cloudflare, PageSpeed, Screaming Frog
CRMHubSpot, Twenty CRM, n8n, Google Sheets as the safety net
EmailMailchimp, Zoho, Brevo, Instantly
PrivacyConsent management platform, no tracking where none is needed
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