The brief
Aura Flow is a wellness services consultancy with a 5-person team handling 200+ inbound leads per month. Leads came through website forms, Instagram DMs, email, and phone. There was no central system, team members used personal inboxes and spreadsheets. Leads fell through cracks, follow-ups were missed, and the founder had no visibility into pipeline health.
What I found
The team was losing an estimated 30% of leads to poor handoff and delayed response. Average first response time was 18 hours. No lead scoring meant high-intent enquiries got the same treatment as casual questions. Client communication history was scattered across 4 platforms. Reporting was manual and always a week behind.
What I built
Built a lightweight CRM in Airtable with automated lead capture from all channels, status tracking, and owner assignment. Created email ticketing workflow where every enquiry gets a ticket number, auto-reply, and SLA timer. Set up lead scoring based on service type, budget indication, and response speed. Built a daily dashboard showing leads by source, stage, and response time.
- Airtable / Custom CRM
- Zapier
- Gmail/G Suite
- Typeform
- Slack
- Google Data Studio
What changed
Conversion rate from enquiry to booked consultation increased 143%. Average response time dropped from 18 hours to 2.5 hours. Lead loss rate fell from 30% to under 8%. The founder now has real-time visibility into pipeline and team workload. Team morale improved because the system reduced chaos and duplicate work.
“Before working with Mark, our lead management was completely disorganised. Now every enquiry has a clear process, our CRM is structured, and I always know what’s happening without chasing updates. The difference has been transformational.”