From contact form to closed deal

NextAI-SEM started as a platform for online stores: a cart, a checkout, a feed for Google Shopping. But a lot of the businesses that ask us about it don't sell through a cart. A builder, an installer or a law practice sells a conversation first. What they need from a website is enquiries, and an honest answer to the question every owner eventually asks: which of my ads actually brings work?

So the platform now has a second mode. The storefront, the CMS, the AI content, SEO, Google Ads and analytics all stay. The cart goes.

A form builder, not a contact form

A lead-generation site is built around forms, so the forms had to be more than a name, an email and a message box. There are fifteen field types, including phone, select, checkboxes, date, time, hidden fields and a consent field. A form can run over up to ten steps, so you can ask the easy questions first and the phone number last. A site can have as many forms as it needs: on the homepage, inside any page or blog post, or on a landing page of its own for an ad campaign.

Every form can be A/B tested with up to eight weighted variants. A visitor keeps the variant they saw first, so nobody gets a different form on their second visit. The stats include a significance test, so a "winner" is only called once the numbers can back it. Each publish is stored as a fixed revision, and every lead records exactly which version of the form it came through.

Only the leads worth calling

Forms attract bots. Every submission passes a honeypot, a time trap and a per-IP rate limit, plus a maths challenge if you want one. A spam score looks at links, markup, disposable email domains and bursts of submissions. Spam is set aside and never sets off a notification. A repeat submission from the same person joins their open lead instead of becoming a duplicate, and phone numbers are stored in international format, ready to call.

A pipeline, not an inbox

Every lead lands in a CRM board. The default pipeline has seven stages: New, Contacted, Qualified, Appointment, Proposal sent, Won and Lost. You can add your own pipelines and stages. A lead has an owner, a deal value, notes, calls, meetings and tasks on a timeline nothing is ever erased from. From the lead card you can call, email or message the person on Viber or WhatsApp in one click. A new lead sends an email and a Telegram alert straight away, and the person who asked can get an automatic reply.

The stats answer the questions that matter: the conversion rate, the median time to first contact, and leads by channel, form, source and campaign.

Where each lead came from

This is the part most lead setups skip. Every lead is saved with its UTM fields and click IDs from Google, Meta, TikTok, Microsoft and LinkedIn, plus its landing page, referrer and device. Each one is classified by channel: paid, partner, social, email, referral, organic, AI assistant or direct. "Facebook brings us a lot of enquiries" turns into a number you can check.

For Google Ads it closes the loop. Qualified and won leads are exported with their click ID and deal value as lead conversions. Bidding then learns from the leads that turned into work, not from every form that got filled in.

Partners who send you work

Installers, consultants and other businesses often send work to each other. A partner programme gives each of them their own ?lref= link. You pay per lead, per stage reached or per won deal, as a fixed amount or a percentage. Self-referrals, existing contacts, spam and unusual volume are sent to review, and commissions are held for 14 days before they can be paid out. Partners get a private dashboard with their links, stats and commissions, but never the personal details of the people they referred.

What it does not do yet

Google Ads is the only ad platform that gets conversions back today. Sending conversions server-side to Meta and TikTok needs a consent banner first, and we would rather ship that properly than skip it. Until then those platforms still show up in the attribution, they just don't receive the results.

And you can run all of it from Claude too. Thirteen MCP tools build forms, read the stats and move leads through the pipeline.

Tell us how enquiries reach you today, and we'll show you what the first month would look like. Book a demo.