The Approach
The client possessed a sophisticated Excel calculation model, but it lacked a digital, user-facing interface. Our approach was to transform this logic into an interactive web-based wizard — the 'KelderKompas'. We aimed to streamline the lead qualification process by introducing a gating mechanism: users input their property and project specifications, and the system automatically calculates the feasibility and return on investment (ROI) of building a basement. This allows the client to instantly distinguish between high-potential ('Match') leads and those that might not be a fit ('No Match'), ensuring only qualified prospects reach the booking stage.
The Implementation
I developed a dedicated, distraction-free landing page (/bereken-uw-kelder) focused entirely on the calculation tool, removing all navigation elements to maximize conversion. The funnel flow is structured as follows:
- Lead Acquisition: Users arrive via Meta ads featuring video content and are directed to the standalone landing page.
- Data Input: Users provide key metrics, including property value, total square footage, foundation type, and groundwater status.
- Calculation Logic: Based on the Excel-derived logic, the system performs an under-the-hood analysis to determine the project's viability.
- Qualification & Conversion:https://ruimerleven.nl/bereken-uw-kelder/
- Match: If the Return on Investment is <= 3, the user is presented with the calculation results and prompted to book an appointment directly via a Amelia integration.
- No Match: Users are redirected to general information, preventing calendar clutter and ensuring the client focuses only on high-intent leads.
- Data Tracking: I implemented comprehensive tracking using Google Tag Manager and Meta pixel events (e.g., 'soft lead' on button click, 'lead' on form submission) to pass variables back to Meta. This enables closed-loop reporting and allows us to optimize ad campaigns based on lead quality rather than just engagement.
The Impact
The implementation has fundamentally improved the client's lead generation workflow. By shifting from a manual qualification process to an automated, data-driven funnel, the client has significantly reduced time spent on unproductive discovery calls. We have successfully created a self-qualifying pipeline where only leads that meet the specific ROI criteria are prioritized. Furthermore, the integration with the CRM and Meta allows for continuous optimization of ad spend based on the quality of the leads generated.
Design
Website: ruimerleven.nl/bereken-uw-kelder