hello @ atellius.com
Lead Triage
← All servicesStop treating inbound as inbox triage. Make it a system.
Multi-step qualification systems that route the right leads to the right person, automatically — and custom order intake forms that give furniture makers, jewelers, and cake artists a full spec before the first reply. Built on the same infrastructure powering MeritsOnly: 3× higher conversion than a generic form, Apollo enrichment, webhook delivery, and routing without a human in the loop.
3×Higher conversion than a generic contact form
16+Industry-specific templates on MeritsOnly
60sSetup time, no developer required (MeritsOnly)
< 1 minFrom form submit to CRM entry, end to end
/ 01The problem
Generic contact forms are costing you qualified leads.
Before
Contact Us
Full Name
Email Address
Your Message
Submit
- 2–3% conversion rate
- Vague, unstructured messages
- No qualification data
- Hours chasing tire-kickers
After
Step 2 of 5
What type of service do you need?
Emergency repair
Routine maintenance
New installation
- 8–12% conversion rate
- Pre-qualified with full context
- CRM-ready, enriched contact data
- Sales team closes, doesn’t sort
/ 02What happens to a lead
From form submit to CRM in under 60 seconds.
No human in the loop, no batch processing, no manual sorting.
- 01
Lead enters a multi-step form
Intent, urgency, budget, and contact captured in a guided 4–6 step flow. Average completion rate: 8–12%. A generic "name + email + message" form gets 2–3%.
- 02
Conditional logic filters and routes
Answers branch the flow in real time. Emergency versus routine. In-area versus out. Insured versus self-pay. The routing logic runs without a human in the loop.
- 03
Apollo enrichment runs on the email
Company name, job title, LinkedIn, and intent signals appended before the lead hits your CRM. Your sales team calls people, not anonymous form submissions.
- 04
Qualified leads routed. Unqualified leads handled.
Hot leads go to your CRM or rep via webhook — in under a minute. Unqualified leads route to a nurture sequence, not to your inbox. Spam and bots are discarded at the edge.
/ 03What you get
Eight surfaces. One pipeline.
Inbound classification
Every submission scored on industry, company size, geography, and intent before it reaches an inbox. Out-of-ICP leads receive a graceful auto-reply; in-ICP leads jump the queue with a Slack ping to the owner who can actually close.
Apollo enrichment + dedupe
Apollo contact and organisation lookup runs synchronously on submit. Existing records update; new ones create. No duplicate accounts, no manual paste-from-LinkedIn.
Multi-step qualification forms
Branching inquiry flows tuned to your ICP — project type, budget band, timeline, stakeholders, scope. The first sales call starts pre-qualified instead of starting from zero.
CRM routing
Pushes into HubSpot, Pipedrive, GoHighLevel, or a Postgres pipeline you own. Each lead arrives with its triage score, enriched company record, and qualification answers already attached to the deal.
Email automation
Branded confirmations, calendar booking, and follow-up cadences over Resend or SES with SPF, DKIM, and DMARC aligned at the DNS layer. Deliverability is engineered, not assumed.
Pipeline analytics
Plausible plus a custom funnel view from form view to submit to qualified to meeting to opportunity, with per-source and per-campaign attribution.
Spam + bot defence
Cloudflare Turnstile, honeypot fields, and rate-limited server actions kill bot submissions before they hit Apollo or your CRM credits.
Production observability
Structured logs on every triage step, retry queues for failed CRM pushes, and alerting that pages only when a real lead is at risk of being lost.
/ 04Deployment
One system. Every channel your buyer uses.
- Website embedDrop a widget on any page — one script tag, under 60 seconds.
- Exit-intent popupCaptures leaving visitors before they close the tab.
- Social linkInstagram bio, Facebook posts, TikTok — one link, any channel.
- Google Business ProfileYour GBP listing becomes a qualified lead pipeline.
- Email signatureEvery email your team sends becomes a lead-gen touchpoint.
- QR codeBusiness cards, flyers, vehicle wraps — offline-to-pipeline.
The pipeline, in one picture
One inbound. Five stages. Three exits.
Every submission runs the same deterministic path — classified, enriched, qualified, and routed before a human touches it. The only branch is at the end, where the lead is sent to where it belongs.
- 01Inbound
Form submit, exit-intent, GBP, or QR — captured at the edge.
- 02Classify
Scored on industry, size, geography, and intent. Spam discarded.
- 03EnrichApollo
Company, title, LinkedIn, and intent signals appended synchronously.
- 04Qualify
Branching logic sorts the lead into a fit band — no human in the loop.
- 05Route
Deterministic delivery to the right owner — or the right sequence.
- CRM dealHot lead → HubSpot, Pipedrive, or your Postgres pipeline, score attached.
- Slack pingOwner who can close is paged in under a minute, enriched record in hand.
- Nurture sequenceUnqualified but real → a cadence, not your inbox or a black hole.
Submit to routed in under 45 seconds — Apollo lookup included. The same pattern runs the contact form on this site.
Custom orders
Not every form is about a lead. Some are about an order.
Furniture makers, jewelers, cake artists — for these businesses the multi-step form is not a qualification filter. It is the order brief. The maker receives a full spec before the first reply, with no back-and-forth required.
Custom Furniture
- What piece? (table, desk, shelving, cabinet, bed frame)
- Dimensions — standard sizes or custom measurements
- Timber and finish (oak, walnut, pine + stain or lacquer)
- Timeline — firm delivery date or flexible
- Budget ($600–1,500 / $1,500–4,000 / $4,000+)
Maker receivesMaker receives a full spec sheet and budget band before the first message.
Bespoke Jewelry
- Occasion (engagement ring, anniversary, birthday, custom piece)
- Metal (yellow gold, white gold, rose gold, platinum, silver)
- Stone preference — type, shape, carat, or no stone
- Needed by — firm date or flexible
- Budget ($800–2,000 / $2,000–6,000 / $6,000+)
Maker receivesJeweler sees metal, stones, occasion, and budget before replying — no back-and-forth.
Custom Cakes
- Event type (wedding, birthday, baby shower, corporate)
- Serving count (up to 30 / 30–80 / 80–150 / 150+)
- Flavors and dietary flags (GF, vegan, nut-free)
- Design brief (classic tiers, modern, floral, themed)
- Event date and suburb for delivery
Maker receivesBaker gets logistics, design brief, and dietary flags — ready to quote same day.
/ 05Proof in production
We built the SaaS that does this.
MeritsOnly serves hundreds of businesses. We built it.
MeritsOnly is a multi-step lead-triage SaaS — 16+ industry templates, multi-channel deployment, Apollo enrichment, webhook delivery, real-time analytics, and white-label support. It is in production. It handles real leads. We built and operate it.
When a client needs speed, we deploy MeritsOnly. When they need a system bespoke to their CRM, routing logic, or multi-location setup, we build one from the same architecture.
3×higher conversion than a generic form
16+pre-built industry templates
60sfrom signup to first qualified lead
Proof by existence
The contact form on this site routes leads through this exact system. Pick a project type, pick a budget — the qualification logic runs before the submission reaches us.
Try the live triage form/ 06Industries
Service businesses and custom-order makers.
Lead qualification
- Dental Clinics
- Injury Law
- Real Estate
- Mortgage
- Med Spas
- Roofing
- Plumbing
- HVAC
- Electricians
- Auto Repair
- Landscaping
- Moving Companies
- Personal Training
- Insurance
- General Contractors
Custom order intake
- Custom Furniture
- Bespoke Jewelry
- Wedding Cakes
- Made-to-Order Clothing
- Pottery & Ceramics
- Artisan Leatherwork
- Custom Framing
- Event Floristry
- Stationery & Print
- Tattoo Studios
- Interior Design
- Handcrafted Gifts
Five phases. No timeline graphic.
- 01
Discover
We read the last 90 days of inbound. Which leads closed, which wasted a half-hour call, which never got a reply. The triage rules come out of the data, not a workshop.
- 02
Design
We draft the qualification flow — fields, branches, scoring weights — and the routing rules per lead band. You approve the logic before a line of code is written.
- 03
Build
Server actions for the form, Apollo for enrichment, your CRM SDK for routing, Resend for email. Deployed on the same edge runtime Atellius runs on, with Turnstile and DMARC alignment on day one.
- 04
Verify
We seed 30–50 synthetic submissions across every fit band, watch them flow into your CRM, and confirm the right pings fire to the right owners. Nothing ships until the unhappy paths are also handled.
- 05
Ship
Cutover behind a feature flag, two-week monitoring window with daily funnel checks, then handover with dashboards already wired and a runbook in your repo.
What the system actually changes.
- / 01
Cut response time from hours to under a minute
Synchronous Apollo enrichment plus deterministic routing means a qualified lead reaches the right owner's Slack before they finish reading your auto-reply.
ProofAtellius's own /contact form runs this exact pattern: submit-to-Slack latency sits under 800ms end-to-end, including Apollo lookup.
- / 02
Stop paying sales reps to disqualify
Out-of-ICP leads never reach a calendar. Branching qualification rejects unfit projects upfront with a useful reply, not a black hole.
ProofOn MeritsOnly, multi-step triage delivers 3× higher conversion than a single generic contact form.
- / 03
Keep your CRM, gain a brain in front of it
We route into the CRM you already pay for — HubSpot, Pipedrive, or a Postgres pipeline you own. Triage sits in front of it, not instead of it.
ProofSame pattern shipped across three different CRMs in production. No rip-and-replace required.
- / 04
Email that actually lands
Resend or SES sending domains configured with SPF, DKIM, and DMARC alignment, plus list-unsubscribe headers on transactional flows.
ProofAcross deployments, sender reputation holds at 98%+ inbox placement on Gmail and Outlook within 30 days.
- / 05
Funnel data you can act on
Plausible plus a custom dashboard shows form view, submit, qualified, meeting, and opportunity stages with per-source attribution.
ProofBuilt directly into the meritsonly.com admin portal: per-channel attribution from website embed, social link, Google Business, and QR.
/ 09Engagement models
Three ways to work with us.
Custom triage build
You have a CRM, a clear ICP, and want the triage layer shipped end-to-end.
Discovery, design, build, verify, ship. Four to six weeks. One fixed price covering form, Apollo enrichment, CRM routing, email automation, and analytics dashboard. No setup fees, no monthly retainers, no hidden hours.
MeritsOnly white-label
For agencies and multi-location businesses that need speed over customisation.
Deploy from 16+ pre-built industry templates in 60 seconds. White-label on your domain, your branding. Per-seat or per-client pricing. We operate the platform.
Audit + rebuild
You have an existing lead form. It is underperforming. We diagnose and fix.
Conversion audit of the current form → qualification logic redesign → rebuild in MeritsOnly or custom stack → A/B test old vs new over 30 days.
What buyers ask before signing.
What is lead triage?
Lead triage is a qualification layer that sits between a visitor and your sales team. Instead of a generic "name, email, message" form, a triage system asks structured questions — intent, urgency, budget, location — and routes leads based on their answers. Qualified leads go directly to a rep. Unqualified leads go to a nurture sequence. Spam goes nowhere.
How is this different from a contact form?
A contact form collects contact details. A triage system collects qualification data, enriches it, applies routing logic, and delivers a pre-classified lead to the right person — all without a human in the loop. The conversion rate difference is measurable: 8–12% on a well-built triage flow versus 2–3% on a generic form.
What is MeritsOnly and how does it relate to Atellius?
MeritsOnly is a lead-triage SaaS we built from scratch — multi-step forms, conditional routing, Apollo enrichment, webhook delivery, analytics, and white-label support. It is in production serving hundreds of local businesses. When a client needs speed, we deploy MeritsOnly. When they need a fully custom system, we build one from the same architecture.
How long does a custom triage system take to build?
A standard triage build — multi-step form, CRM routing, webhook delivery, spam filtering — ships in four to six weeks. More complex builds with Apollo enrichment, custom analytics, and multi-location routing take six to eight weeks. We scope it on the discovery call.
Which CRMs do you integrate with?
We write to any CRM that accepts a webhook — HubSpot, Salesforce, GoHighLevel, Pipedrive, Zoho, Monday.com, and more. Apollo is our default enrichment layer. For CRMs with official APIs we write a native integration; for everything else, a Zapier-compatible webhook covers it.
Do I need to change my existing website?
No. The triage widget is a script embed — one line of code on your existing site. If you are on Wix, Squarespace, WordPress, or a custom stack, the embed works the same. The form runs on our infrastructure; your site stays unchanged.
Who owns the code?
You do. The triage layer ships as code in a repo you own, deployable to your Cloudflare, Vercel, or AWS account. No proprietary platform, no per-lead pricing, no lock-in. If we part ways, the system keeps running.