Digitally transform Bird Design Lab's agency structure that relied on in-person lead generation and manual client operations, to be more fitting for the suddenly remote environment.
The logo is an origami representation of the crane bird. Designed to mirror the prospective good fortune and longevity of the new no-code movement. Much like the products we build, the final shape is comprised of the arrangement of 3 polygons, representing the 3 main no-code tool categories we rely on; visual builders, productivity and automations.
The layout in the home page of the website is crafted to tell a story. Each section answers one important question that every potential client may ask and each leads to the corresponding page on the website.
With the unforeseen pandemic troubles, newly formed agencies primary source for lead generation, in-person networking, was no longer a viable option. The new website solved that issue in several ways.
Speaking of forms, throughout this case study you will find reference to multiple forms and how they boosted conversion rates. To give context, below is a representation of how these form submission is migrated to the company databases, or as we call them, lightweight backend. Which are then turned into actual projects in the project pipeline supported by Bonsai CRM.
A clear sitemap showing the pages and how you can jump in between them with the lead generation elements shown in primary colors. Where they come into play and how and for which type of audiences.
Generating qualified leads is one thing, converting them into actual clients is another. Below you can find our three main sources of conversion using different no-code tools and techniques that has lead to an increase in conversion rates and automated the process
The main form of the website which can be accessed from almost all pages as the main Call to Action is built with an interactive form builder; Typeform. This platform has provided versatility, as the logic flow allowed clients to have a more personalized experience, not showing the questions their request has nothing to do with.
Sometimes clients ignore the primary Call to Action and look for a contact form. So we provided one using Webflow's form elements and blended in with the overall look and feel of the website. Adding an FAQ button to make sure clients can get the basic answers they are looking for before filling out the form to prevent submission backlog.
For the consultancy services, it made sense to have a more direct line of communication with our clients. Thanks to Calendly's friendly UI and Webflow's embed element, we were able to provide fast scheduling service that clients can act on without losing time between requests and appointments.
side by side gifs showing the get started form, contact form, consultancy scheduling embed with corresponding audiences written below
Finally, to complete the automated process of the agency, we have setup a custom project pipeline supported by Airtable and Bonsai CRM. As Fig 5 suggests, this pipeline is an extension to lead generation and conversion funnel, connected by Zapier as mentioned in Fig 4.
Funnel showing how leads come in and turn into clients by the end. Then it goes into the pipeline showing the the process (proposal, contract(activated with first payment), build with meetings in between(tasks, time tracking, invoices), final assessment (goes back to build if not satisfied), delivery, maintenance)
Due to the emerging pandemic, life shutting down and social distancing started being practiced, we had to stop attending in person networking events that generated the most leads in 1st quarter and allowed organic search and SEO to bring in qualified leads to our new agency website. Even though we were not too active on social media, it seemed the "flock to digital" also helped us to become more seen on platforms like Twitter.
before the only channel was in-person lead gen or referral → now its referral, website (home+what is+audiences), social media, targeted ad campaign
side by side screenshots showing the get started form, contact form newsletter form, consultancy scheduling embed with corresponding audiences written below
In addition to the digital flock in early April due to the shutdown that boosted lead generation, our Get Started form proved to be an adequate tool to convert leads into clients and helped us be more organized even when we had too many leads to handle. The same leap also observed in September as we embedded automated scheduling that gave our leads a more direct way to reach us. However, we also observed that whatever we did over the summer and towards the end of year proved to be ineffective since the interest in hiring a team to build out an idea was not a priority for most potential clients during the vacation and holiday seasons.
graph showing the impact of using a custom and integrated form on a website in terms of people who reached out with a project request. another graph showing active clients in past 8 months.
Perhaps the biggest impact no-code had on our agency was the fact that using automated no-code tools like a Webflow website with integrated forms and Calendly scheduling automation decreased a significant amount of time to maintain our funnels and pipelines. Thanks to automation, we were able to spend more time on delivering client projects to set up and run things on the background.
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