Form Configuration & Lead Response Playbook — Caregiver-Friendly Benefits Gap Checklist

LP path: /employers/insights/caregiver-benefits-gap/ Resource path: /resources/caregiver-benefits-gap-checklist.html Audience: employer (HR / People Ops / Benefits leader / Owner-Partner / C-suite / Broker) Asset ID: caregiver-benefits-gap Asset category: employer Form type: Native HTML → lead-capture Edge Function (Supabase) Edge Function: lead-capture (POST to https://api.averyn.app/functions/v1/lead-capture) Database table: marketing.leads (asset = caregiver-benefits-gap) Email sending: Resend via pulse.averyncare.com

Form Fields

Field	HTML id	Type	Required	Stored in	Notes
First name	`g-name`	text	Yes	`leads.name`	Greeting in welcome + drip emails
Work email	`g-email`	email	Yes	`leads.email`	Lead contact + dedup key
Role	`g-role`	select (optional)	No	`leads.meta.role`	One of `owner` \| `hr` \| `csuite` \| `broker` \| `other`. Powers role-tinted drip openers and outreach snippet.
LinkedIn profile URL	`g-linkedin`	url (optional)	No	`leads.meta.linkedin_url`	Surfaced as one-click button in team-notification email.

The gap-checklist gate intentionally collects FEWER hidden meta fields than the calculator gates because the checklist itself happens AFTER form submission. The lead's eventual score isn't captured back to Supabase in v1 (deferred to Phase 2).

Form Behavior

On submission:

JS bundles role + linkedin into a meta JSON string.
Form POSTs name, email, asset=caregiver-benefits-gap, source=lp, meta, redirect=/resources/caregiver-benefits-gap-checklist.html, all utm_* params.
lead-capture upserts the lead and sends welcome + employer-enriched team-notification emails.
Edge Function 302-redirects to the resource URL (the interactive checklist).
The resource page fires its own plausible('resource_loaded', { asset: 'caregiver-benefits-gap' }) event on render.

Email Configuration

1. Team Notification (employer-enriched)

Setting	Value
To	`hello@averyncare.com`
From	`notifications@notifications.averyncare.com`
Subject	`[EMPLOYER] Lead: Caregiver Benefits Gap Checklist — {name}`
Body	Standard summary + employer enrichment (role, LinkedIn, outreach snippet)

2. Welcome Email

Setting	Value
To	`{email}`
From	`hello@pulse.averyncare.com`
Subject	`Your Caregiver Benefits Gap Checklist`

Delivers the 15-question scored audit link plus three companion links (cost-to-business calculator, three structural offer paths, types-of-benefits article with HCE play).

3. Activation drip — 5 stages

Stage	Day	Subject	Strategy
0 (welcome)	0	Your Caregiver Benefits Gap Checklist	Deliver audit + companion CTAs
1	3	Where did your score land?	Three patterns nearly universal in scored audits + cost calc CTA
2	10	The admin/coordination gap, in plain terms	Why Section 2 matters most + EAP-gap article
3	21	Three ways to close the gap	Structural comparison
4	35	30 minutes to talk through which path fits	Cal.com booking
5	56	Shifting to monthly — aligned to your planning year	Soft check-in

Role-tinted openers throughout.

4. Graduation into `nurture-employer`

Standard graduation flow — same nurture pool as the two calculators.

Lead Response Playbook

Benefits-gap leads tend to be the most decision-aware of the three employer entry points. They self-selected to score their stack, which signals active evaluation. Treat as highest-priority manual outreach.

Manual triage (Day 0–1)

All roles get prompt LinkedIn outreach if URL is present.
hr + owner are the highest-priority cohorts here; the audit is most directly actionable for them.
Role-tailored snippet emphasizes the structural comparison (since they've already started the gap conversation themselves by taking the audit).

Metrics to Track

Metric	Target
LP-to-form conversion	> 12% (gap audit is high-intent)
Welcome open rate	> 60%
Day 3 click rate	> 25%
Day 21 click to structural comparison	> 18%
Day 35 Cal.com booking rate	> 5% (highest-intent asset of the three)
LinkedIn URL capture	> 40%
Score-back capture (Phase 2)	TBD — currently not stored

linkedin-leadgen-webhook contract — STUB (Phase 2)

Status: Not implemented. Deferred to Phase 2 (when paid LinkedIn ads start).

Identical contract to the cost-to-business calculator's webhook stub — see src/tools/employer-caregiving-cost/form-and-response.md for the full payload schema, normalization map, and security notes. Differences for this form:

formId (when set up in LinkedIn Ads Manager) should map to leads.asset = 'caregiver-benefits-gap'
meta.lp = '/employers/insights/caregiver-benefits-gap/' should be set by the webhook handler.
LinkedIn ad creative for this form should NOT lead with the checklist as a downloadable PDF — the value is the interactive scored tool. The post-submission redirect should still route to /resources/caregiver-benefits-gap-checklist.html.

When LinkedIn ads launch, also wire the team-notification subject to surface "Came from LinkedIn ad" in the enrichment block (a single-line addition to buildTeamNotification that reads meta.source_channel === 'linkedin-ads').

Future Enhancements

Score capture (Phase 2): Modify the checklist resource page to POST the final score back to Supabase via a lightweight score-capture Edge Function, storing into leads.meta.gap_score. Segment drip pacing by score (high-gap leads get the Day 35 booking email at Day 21 instead).
Section-specific follow-ups: If meta.gap_score_section_2 < 2 (severely under-equipped on admin/coordination), inject a targeted Section 2 deep-dive email between Stage 2 and Stage 3.
Printable employer report: Generate a one-page PDF "Your benefits-stack scorecard for {name}'s organization" that the lead can hand to their benefits committee. Boosts forwarding behavior.