A Custom Quiz as Lead Generator

In the fall of 2017, I got to work on a website redesign project for a very successful retirement plan advisory. They came into the project with a tremendous amount of content. So organizing, streamlining, and highlighting that was an important initiative. But at the end of the day, the site needed to be a lead generation tool for a very specialized service. Every new contact was precious.

In regards to the web development I did, there were a couple interesting items on my punch-list:

• Create a consolidated “Insights” area that would display posts of multiple content types with blogs of several categories.
• Build a custom quiz-maker with the ability to send the user a “report” based on their given answers.

Content Rich

WordPress is a wonderful platform for creating and posting multiple custom content types. It can also be a terrible burden if years after those have been created, you decide to modify them or use them in unexpected ways. Part of this project involved converting the data used to create some custom post types. Another piece of the puzzle was to create multiple front end displays of similar but different content.

On the left a team member profile page. On the right a combined view of all blogs, a custom post type, and three other categories of blogs. | © Greenspring Advisors

Quizzing for Leads

The front end of the mini quiz featured natural language forms, radio button answered questions, and a results summary page where the user could request a report be emailed to them. | © Greenspring Advisors

The back end of the mini quiz allowed the building of natural language forms, sets of multiple choice questions, and detailed feedback for every answer to every question. | © Greenspring Advisors

In addition to the complete customizability of the quiz, it was integrated with a plugin to mail the “results” of the quiz to the user. Thus the lead generation aspect was fulfilled.

Go see the site here: Greenspring Advisors