Today, I'm diving into something that has completely transformed how I handle client inquiries on my freelancer marketplace, Unicorn Factory: a lead automation workflow that’s efficient, cost-effective, and super easy to set up.

By the end of this guide, you’ll know exactly how to:

1. Automate your client inquiry process with Make.com (formerly Integromat) and Zapier.
2. Optimize your workflows to save money without compromising on functionality.
3. Implement a seamless approval system using tools like Airtable and Webflow.

Let’s jump in!

Why Automate Lead Generation?

Running a platform like Unicorn Factory, one of my top priorities is ensuring freelancers get high-quality leads without a ton of manual intervention. Automation tools like Make.com and Zapier let you:

• Save time by handling repetitive tasks.
• Ensure every client inquiry reaches the right freelancer quickly.
• Stay within budget by choosing tools that fit your needs.

If you’re just getting started with automation, check out my Crash Course in Zapier.

The Automation Setup: Step-by-Step Guide

1. Lead Submission Workflow

This is the first part of the process, where client inquiries are captured and stored. Here’s how I set it up:

• Webflow Form Submission: Clients fill out an inquiry form on a freelancer’s profile page in Webflow.
• Trigger in Make.com: I use Make.com’s “Watch Events” module to detect when a form is submitted.
  • Pro Tip: Use filters to ensure the automation only triggers for freelancer forms. Add a unique form name like “freelancer_form” in Webflow’s settings.
• Send to Airtable: Map the form fields to a table in Airtable. Each inquiry becomes a record with fields like client name, email, and project details.

Read more about automating Webflow forms with Airtable.

2. Lead Approval Workflow

Once an inquiry is submitted, it needs to be reviewed and approved. Here’s how that works:

• Approval Button in Airtable: Add a checkbox field labeled “Approved.” When you check it, the record moves to a new view filtered by approved inquiries.
• Zapier Trigger: Zapier detects when a record is added to the approved view and sends an email to the freelancer with all the details.
• Email Delivery: For this step, I’ve used tools like Mailersend and Gmail, but you can start with Gmail’s Zapier integration if you’re just getting started.

If you’re curious about more advanced email setups, check out my guide on choosing the best email marketing tool.

Why I Use Make.com Over Zapier (Sometimes)

Don’t get me wrong — I love Zapier. It’s intuitive, powerful, and my go-to for most automations. But here’s why I use Make.com for certain workflows:

1. Cost Savings: Zapier’s task limits can get expensive, especially when dealing with high-volume workflows. Make.com’s pricing is more flexible for smaller tasks.
2. Complex Workflows: Make.com handles intricate, multi-step workflows with ease, thanks to its modular design.

By offloading simple tasks to Make.com, I save about $372 per year. That’s money I can reinvest into ads or other growth initiatives.

Read more about Make.com’s advantages over Zapier.

Pro Tips for a Seamless Automation Experience

• Dynamic Form Fields: Add an HTML embed to your Webflow forms to capture the page URL dynamically. This ensures you know which freelancer profile the inquiry came from.
• Use Views in Airtable: Views are powerful for organizing and triggering specific actions. For example, an “Approved Messages” view only shows inquiries ready to be sent.
• Start Small: If you’re new to automation, begin with simple workflows and build from there.

Wrapping Up

Automation isn’t just about saving time; it’s about creating a system that works for you, so you can focus on what matters most. Whether you’re running a marketplace, a job board, or a personal project, tools like Make.com, Zapier, and Airtable make it possible to handle complex workflows without breaking the bank.

Got questions or need help setting up your own workflows? Drop them in the comments below.

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