CALCULATORS & DIAGNOSTICS
Make the first
conversation count.
Give visitors a useful answer before asking for their time. Their completed assessment becomes a personalized result for them—and a clear starting point for your sales team.
- Discipline
- Interactive lead capture
- Context
- US executive search firm
A useful result for the buyer. Their answers for sales.
Warm, not ready, and nobody knew to look.
Events and referrals bring the best conversion the firm has seen, and what makes them convert is the research that happens before the conversation: you look into the person, you find the specific issues they're dealing with, and you go in talking about those. That works one person at a time. It doesn't work for a warm business owner who visits the site three times, reads the service pages, and leaves without booking, because nobody knows to research them.
So the gap was between warm and ready. Nothing on the site gave a visitor a reason to say who they were and what they were dealing with, in their own words, before anyone had to go and find out.
The task: give a warm visitor a reason to identify themselves and describe their situation, score it as they go, and hand sales the specifics the moment they finish, so the first conversation starts where the research would have ended. No third-party form tool.
Three pieces. The handoff is built into the last.
A calculator, two quizzes, and a message that fires the moment someone finishes. Each stage makes the handoff explicit: what counts as a start, what counts as done, and what leaves the page when it is.
The calculator
Self-hosted on the site, no Typeform, no embed. A visitor clicks Start, answers the questions, and sees a result on screen. That result is also generated as a custom PDF with their numbers in it and returned to them.
View the implementation8 lines +
The events, as Tag Manager sees them. The definition is the content.
// What counts, as Tag Manager sees it. Start is the click, not the page load. // Completion is the result screen. Everything after is tracked on its own. calc_start the click on Start calc_step one per question answered, with the step number calc_complete the result screen rendered, with the score calc_pdf the PDF opened or downloaded calc_book the booking link clicked // Split every one of these by source / medium, or the completion rate is a fiction.
The quizzes
Two diagnostic quizzes. Answers are scored on the way in, not captured and scored later, so the result screen is the score, and the score is what sales sees.
The ping
On completion, regardless of what the visitor does next, a message goes to the sales Slack channel with who they are and what they answered, and the record is written to HubSpot. Sales has the context before the visitor has closed the tab. That's the handoff built into the thing, rather than bolted on after.
View the implementation10 lines +
The message, as a payload.
// The Slack message, as a payload. Fires on calc_complete, whatever happens next.
{
"channel": "#sales",
"name": "…",
"company": "…",
"score": 74,
"answers": [ "…", "…", "…", "…", "…" ],
"source": "email / newsletter-2026-05",
"record": "https://app.hubspot.com/contacts/…"
}Nine in ten from email. Six in ten from the site.
It moves by campaign. Snapshot: 2026. Completion is the result screen, start is the click, split by where the visitor came from, because one number for both would be a fiction.
Sales gets it before the tab is closed.
The Slack message, the moment the result screen appears, and the record in HubSpot. Sales books from there. Stack: WordPress and Elementor, JavaScript, Google Tag Manager, GA4, HubSpot, Slack API.
Any business whose buyers need to be warm before they'll talk has this gap. What the asset is, a calculator, a quiz, something else, depends on what the buyer would actually stop to answer.
What’s getting in the waySpecific examples from your public website.
What it means for the buyerWhy each issue is worth your attention.
What I would fix firstA clear order of priorities for you or your team.
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