A brochure site rebuilt as a lead-generation engine

Friends Capital offers a wide range of services, and the old site treated every visitor the same. Prospects got lost in a maze of information or gave up on long, generic contact forms. The business needed a platform that could qualify visitors by their financial needs, capture warm leads through an intuitive enquiry process, and automate the follow-up so nobody was left waiting.

We designed and built a bespoke website around the user journey, with service-specific multi-step forms at its core. Instead of one form for everything, each primary service, from remortgaging to life insurance, has its own interactive pathway that asks only the relevant questions, one step at a time. By the time a form is complete, the advisers already know the enquiry type, the mortgage goals and the basic financial position. Every submission goes straight into the CRM, is assigned automatically and triggers a nurturing workflow from the moment the client presses submit.

• Tailored multi-step journeys for each service
• Qualifying questions built into the enquiry
• Direct CRM integration with automatic assignment
• Immediate nurturing workflows on submission
• Modern interface with 4.9-star Google reviews built in

The forms act as a natural filter, so the leads that reach the advisers are warm and high intent, and the first consultation starts from an informed position. Automated CRM syncing removed manual data entry entirely, freeing the Sheffield team to focus on advice. The new interface and integrated reviews build the trust that high-value financial decisions demand.

A website should be the most effective salesperson in the business. Friends Capital's now qualifies, captures and follows up without anyone lifting a finger, and the advisers spend their time on the conversations that matter.