23 Qualified Leads in 30 Days from a Driveway Calculator Suite & Quiz
A Lancashire driveway contractor added our calculator suite and lead-capture quiz to their existing website. No Checkatrade. No shared leads. No extra ad spend. Here's what happened.
A Good Local Contractor with a Passive Website
Northern Driveways is a small but well-established driveway contractor based in Morecambe, Lancashire. They do quality work — resin bound, tarmac, block paving, gravel — and have a loyal local reputation. Their website was functional but passive. It showed photos and a contact number, but gave visitors no reason to stay, engage, or take action.
Like most local contractors, they relied on word of mouth and occasional Checkatrade leads — leads that arrived cold, were shared with 3–4 competitors, and cost £15–£40 each. Conversion rates were low. The return on each paid lead was unpredictable.
No engagement
Average time on site under 45 seconds. Visitors browsed briefly then left with no interaction.
Expensive shared leads
Checkatrade leads shared with up to 4 competitors. Low conversion, high cost per booked job.
No long-term asset
Every Checkatrade lead cost money. There was nothing on the website itself working to generate enquiries.
Two Lead Capture Tools, Fully Branded
We built and installed two tools on the Northern Driveways website. Both were styled in the company's teal and dark navy colours, featured their branding, and delivered leads directly to their inbox via Formspree. No SaaS account. No ongoing developer involvement. Just HTML files on their existing WordPress site.
🧮 8-Calculator Suite
Cost estimator, area calculator, surface comparison, planning checker, parking planner, maintenance estimator, ROI tool, and finance calculator — all in one tabbed page.
📋 12-Question Lead Quiz
A qualification quiz that recommends the right surface type for each visitor based on their needs, then gates the results behind an email address.
From Brief to Live: 3 Working Days
Brief & branding
Received logo, hex colours (#1a2e3b, #1e5f74, #f0a500), business details, and Formspree endpoint. Reviewed existing website and agreed page structure.
Build & test
Built both tools with branding applied. Tested all 8 calculators and all 12 quiz questions. Verified Formspree submission with test data.
Install & go live
Uploaded HTML files to the WordPress site. Added navigation links. Pages indexed by Google within 48 hours. Live tracking confirmed in Google Analytics.
Performance review
23 qualified leads received. 47% visitor engagement rate on the calculator page. Average session time 4 minutes 38 seconds — vs site average of 42 seconds.
30-Day Performance Numbers
Before vs. After
| Metric | Before | After (30 days) |
|---|---|---|
| Avg. time on site | 42 seconds | 4 min 38 sec (calculator page) |
| Website-generated leads | 0 per month | 23 in first 30 days |
| Cost per lead | £15–£40 (Checkatrade) | £0 (own website) |
| Lead exclusivity | Shared with 3–4 competitors | Exclusive — 100% theirs |
| Visitor engagement rate | ~8% (contact form only) | 47% on calculator page |
Why the Tools Worked
Intent alignment
Visitors looking for driveway prices come to research, not to contact someone. The calculator meets them exactly where they are in the buying journey.
Time on site = trust
4 minutes 38 seconds means visitors are genuinely engaged — exploring different surfaces, comparing costs, planning their space. By the time they contact, they're warm.
Email gate works
The quiz asks for contact details just before the personalised result. After 12 questions, visitors are invested — completion and email submission rates are high.