Building Lead Generation for Agencies with Gravity Forms & AI

What if your sales pitch could run itself? That's the idea behind the website audit tool that Logan Greenhaw, Owner of TrailMix Creative, built using Gravity Forms, GravityWiz's API Alchemist add-on, and a handful of clever API integrations. In this episode, Logan walks us through how he turned a tedious manual process — running SEO audits for prospective clients — into a streamlined, AI-assisted lead generation engine that does the heavy lifting for him.

Logan and Matt also dig into the realities of running a full-service creative agency over the past decade: the pressure to say yes to everything, how client expectations have shifted in the age of AI, and why the "anyone can just use ChatGPT" sentiment is both a real threat and a bit overblown. If you're an agency owner trying to figure out how to use smarter tooling to generate better leads and close more clients, this one's for you.

In This Episode

• The evolution of running a full-service WordPress and web design agency over 10 years
• How client expectations are changing as AI becomes more mainstream
• Why Logan built a website audit tool — and how it became a lead generation machine
• Using Gravity Forms and GravityWiz's API Alchemist to orchestrate PageSpeed Insights and IP Info API calls
• Running simultaneous API calls via Cloudflare Workers and posting results back into Gravity Forms
• Tokenized report URLs — how Logan saves audit results so clients can revisit them later
• Using Mailgun with Gravity Forms for reliable transactional email delivery

Connect with Logan:

• Website: trailmixcreative.com
• X/Twitter: @trailmixcreate
• LinkedIn: TrailMix Creative
• Instagram: @trailmixcreative
• Facebook: TrailMix Creative

Resources Mentioned

• TrailMix Creative Website Audit Tool — Find it under the Services tab
• Gravity Forms — The form engine powering Logan's audit tool
• GravityWiz API Alchemist — Used to connect Gravity Forms to external APIs without custom code
• Cloudflare Workers — Handles simultaneous API calls to PageSpeed Insights and IP Info, with results posted back to Gravity Forms
• Google PageSpeed Insights API — One of the two APIs powering the audit report
• IPInfo — Used for IP-based data enrichment in the audit tool
• Mailgun — SMTP provider integrated with Gravity Forms for delivering audit reports via email
• Matt's API Alchemist Overview Video — A walkthrough of the GravityWiz API Alchemist add-on on the Gravity Forms YouTube channel

What is Breakdown - A Gravity Forms Podcast?

Discover new WordPress opportunities through stories told using Gravity Forms. WordPress developers and agency owners rely on Gravity Forms to solve complex problems for their clients. Breakdown explores their stories to extract the most useful lessons for our listeners.

Join podcast host Matt Medeiros with special guest appearances from the team behind Gravity Forms to stay up to date on the next opportunity for Gravity Forms + WordPress. Whether it's a new Gravity Forms add-on or a new way to use our e-commerce features, Breakdown is the WordPress podcast you want to be subscribed to.