A survey-based funnel designed to collect relevant borrower information earlier and create a clearer path from paid traffic to sales follow-up.

We partnered with Momentum Commercial to improve how commercial finance enquiries were qualified, captured, and passed to the sales team.

The existing funnel was generating submissions, but many lacked the context needed for an effective sales conversation. We rebuilt the experience around progressive qualification and a more structured lead-management journey.

Getting better context before the conversation

A basic contact form could collect details, but it gave the sales team little insight into what each borrower actually needed.

We introduced a guided survey to capture funding requirements and borrower information before the lead reached sales, while keeping the experience simple to complete.

KEY CHALLENGES

Momentum Commercial needed to improve the quality of information reaching sales without creating unnecessary friction for genuine commercial finance borrowers.

Key challenges

• Limited borrower information

• High manual qualification workload

• Unclear enquiry journey

• Unstructured lead management

A SMARTER LEAD QUALIFICATION JOURNEY

We rebuilt the funnel around progressive questions that gather useful information before the enquiry is passed into the existing lead-management workflow.

Our approach included

• Survey-based lead qualification

• Progressive borrower questions

• Simplified finance messaging

• Clearer calls to action

• Google Sheets / lead-management integration

• More structured sales handoff

TURNING ENQUIRIES INTO MORE USEFUL OPPORTUNITIES

Rather than optimising only for form submissions, we focused on collecting enough context to make each enquiry more useful for the sales team while keeping the journey straightforward for potential borrowers.

Key outcomes

• 169 results generated

• 2,447 link clicks

• $84.09 cost per result

• More structured lead-management journey