Elder connects families with independent carers throughout the United Kingdom. Care decisions involve multiple considerations at once, including urgency, funding, location, and the level of support required. Rather than pointing more than a million visitors at a contact form, Elder used ConvertFlow to build a qualification system that captures the whole picture before the first conversation.
The challenge
Families seeking care rarely arrive prepared to complete a contact form. They usually need to clarify a few things first, and most visitors show up with questions like:
- What type of care is right for my situation?
- How soon can care begin?
- What support level is needed?
- How does funding work?
As Elder's website traffic increased, the problem wasn't demand. It was what happened after visitors arrived. Generic contact forms captured basic details but not enough context for the team to understand each enquiry, so visitors had to explain everything from scratch during the first conversation.
The website was generating traffic. It wasn't collecting the structured information the team needed to qualify enquiries effectively.
The solution
Instead of relying on a single contact form, Elder implemented a guided qualification funnel using ConvertFlow. The goal was to move visitors from open-ended browsing into a structured intake experience that captured meaningful information before anyone picked up the phone.
Rather than collecting just a name and email, the funnel walks visitors through a series of questions about their specific care needs:
- Care type (live-in, short-term, visiting)
- Relationship to the person needing care
- Location and postcode
- Funding status
- Urgency and start date
- Hours of care required
Each response builds a clearer picture of the visitor's situation. And because the funnel is built with ConvertFlow, Elder's team can refine questions, adjust paths, and improve the experience without asking developers to change the website.
Here is how the funnel works:
- Guided entry instead of open-ended browsing. Visitors begin with a clear call to action that directs them into the qualification experience rather than leaving them to navigate the site alone. A focused starting point reduces friction and gives every visitor an obvious next step.
- Structured intake designed for clarity. Inside the funnel, a multi-step flow gathers what the team needs to understand each family's individual needs. Breaking the process into smaller steps instead of one long form makes it easier for visitors to move forward while still producing meaningful information.
- Intent-based paths. Not every visitor arrives ready to fully qualify, so a guided discovery experience helps them understand their options before entering the full qualification flow. Visitors move forward at their own pace.
- Designed to scale. The funnel processed more than a million visitors while maintaining engagement across multiple steps. Managing it outside the main website gives the team flexibility to keep testing and optimizing the qualification process.
The results
Elder's qualification funnel reaches 100,000's of visitors. Instead of submitting a simple contact form, visitors entered a structured intake process designed to capture detailed information about their care needs.
This quiz funnel generates 10,000's of lead qualification submissions, each carrying meaningful context for the team to use when responding. Instead of starting every conversation from scratch, Elder's team receives enquiries that already include the key details of each family's situation.
Why this approach works for high-consideration services: when a decision involves a lot of variables, people hesitate if they lack clarity. A guided qualification funnel reduces that hesitation by turning open-ended browsing into a structured path. Instead of expecting visitors to figure everything out alone, the funnel moves them step by step toward the next action, which creates a smoother experience for the visitor and far more context for the team.
