Case 005 — Lead triage SaaS

All work

MeritsOnly ships multi-step triage widgets that qualify prospects before they reach the inbox. 16+ industry templates, embed-anywhere delivery (site, social, Google Business, QR, email signature), and pre-qualified leads delivered by webhook or email.

Live product
MeritsOnly homepage — smart lead generation widgets
Livewww.meritsonly.com

Industry

B2B SaaS / Lead generation

Year

2026

Role

Product · Frontend engineering · Backend engineering · DevOps

Stack

Next.js · FastAPI · PostgreSQL · Docker · Cloudflare · R2 · Resend · Twilio

Architecture · 8 layers · request flows left to right

  1. Next.js
  2. FastAPI
  3. PostgreSQL
  4. Docker
  5. Cloudflare
  6. R2
  7. Resend
  8. Twilio
/ 01Outcomes

16+

Industry templates

dental, law, HVAC, fitness, real-estate…

60s

Setup time

no code, no developer

6

Deployment channels

site · popup · social · Google · email · QR

Webhook + email

Lead delivery

Zapier / Make compatible

/ 02The brief

97% of website visitors leave without converting; of the ones who fill out a form, most are unqualified. MeritsOnly fixes that with a guided multi-step widget that asks the right qualifying questions — intent, urgency, budget, contact — before the lead ever reaches the inbox. We build and operate it end-to-end: product, frontend, backend, infrastructure, deployment.

/ 03Architecture

Frontend — Next.js on Cloudflare

SSR'd landing pages, an embeddable widget script, and the customer admin portal. Auto-deploys on push to main. Per-channel analytics (impressions → starts → completions → conversion) built into the portal.

Backend — FastAPI in Docker

Async SQLAlchemy + asyncpg, widget_customers as a first-class entity, webhook delivery pipeline with idempotent retry. Redis sidecar for queue and rate limiting. Five containers: api · db · staging-api · staging-db · redis.

Edge — Cloudflare + R2

Custom-domain hosting for customer landing pages with auto-SSL. R2 stores niche-template imagery, customer logos, and widget assets — served from the edge with no origin hops.

/ 04Build highlights

  1. 01

    16+ industry templates

    Each template ships with industry-specific triage questions tuned to capture intent, urgency, budget, and contact in a guided flow — not a single-form dump.

  2. 02

    One widget, every channel

    Same qualifying form deployable as a website embed, exit-intent popup, social-media link, Google Business profile button, email-signature link, or QR code on print. Per-channel attribution baked in.

  3. 03

    Pre-qualified delivery

    Leads arrive by email or webhook with full triage context — answers, channel, timestamp, contact details — not raw form data. Routes directly into Zapier, Make, or any CRM webhook.

  4. 04

    White-label on Growth

    Brand colours, logo, custom domain, and "Powered by MeritsOnly" removal on higher tiers. Hosted landing pages get hero, services, FAQ, and social-proof sections out of the box.

  5. 05

    Niche solution pages

    A /solutions/[niche]/ dynamic route generates per-industry sales pages from a single template — the same engine that powers the widget templates also powers the SEO surfaces that bring customers in.

/ 05What it became

A live SaaS used by local businesses — dental practices, law firms, HVAC contractors — to convert traffic into qualified leads. Widget, admin portal, and billing as one coherent product surface.

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