Form Configuration & Lead Response Playbook

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-admin-burden-scorecard) Email sending: Resend via pulse.averyncare.com

Form Fields

Field	Type	Required	Notes
First name	text	Yes	Used in email subject lines and respondent greeting
Email	email	Yes	Respondent email destination; lead contact

The form is intentionally minimal (2 fields). Top-of-funnel lead magnet — volume with low friction. Additional qualification happens through the scorecard itself (score = burden level) and downstream behavior.

Form Behavior

On submission:

Form POSTs to lead-capture Edge Function
Edge Function upserts the lead in marketing.leads, sends welcome + team emails via Resend
Edge Function redirects (302) to the resource URL (/resources/caregiver-admin-burden-scorecard.html)
The LP page fires fbq('track', 'Lead') (Meta Pixel), plausible('lead_magnet_submit'), and GTM dataLayer push via inline script
localStorage flag averyn_tools_unlocked is set to '1'

Email Configuration

1. Team Notification

Setting	Value
To	`hello@averyncare.com`
From	`notifications@notifications.averyncare.com`
Subject	`Lead: Caregiver Admin Burden Scorecard — {name}`
Body	Structured summary with name, email, asset, UTMs

2. Welcome Email (lead receives)

Setting	Value
To	`{email}` (from form submission)
From	`hello@pulse.averyncare.com`
Reply-to	`hello@averyncare.com`
Subject	`Your Caregiver Admin Burden Scorecard`

Email content is defined in marketingEmails.ts using the block-based template engine. Includes:

Greeting with first name
Scorecard CTA button (link to resource)
Description: "a 12-question interactive assessment that scores your coordination burden and identifies where the time is going"
Usage tip: "Answer all 12 questions to see your results. Takes about 3 minutes. Nothing is stored."
Soft-pitch to For Families page and caregiving admin burden topic page
Unsubscribe link
Non-clinical disclaimer

Lead Response Playbook

These leads are top-of-funnel, problem-aware, pre-customer. They clicked a Meta ad that named their feeling ("the job you never applied for") and opted in for a diagnostic. They want to understand the scope of their burden. They are NOT ready for a sales pitch.

Immediate (automated — already configured)

Respondent email delivers scorecard link + soft-pitch to For Families and caregiving admin burden topic pages
Team notification alerts hello@averyncare.com to the new lead

Day 0–1: Log and tag

Log the lead in your CRM or tracking sheet
Tag: source: caregiver-admin-burden-scorecard, segment: family_caregiver
Note UTM params — especially utm_content (which ad creative, e.g. CG-JYNAF-vid1.3m)
Do not call or email yet. Let the scorecard do the work.

Automated drip sequence (2 stages, 10 days)

All emails are defined in marketingEmails.ts and sent by the drip-send cron function daily at 9 AM ET.

Day	Subject	Strategy	Key links
0	✓ Your Caregiver Admin Burden Scorecard	Welcome — scorecard link + usage tip	Scorecard resource
3	Your score and what it means, {name}	Value follow-up — 3 actionable tips for this week	Topic page
10	What if coordination wasn't your job?	Soft pitch — Record Vault $999 → Expanded $249/mo	Support options, /start/

Tone across the series: Short, respectful, grounded. The scorecard already delivered the "aha" moment. The drip's job is to (1) reinforce the insight, (2) offer concrete actions, and (3) introduce Averyn as the professional version of what they're doing manually.

Graduation into shared nurture (automatic)

After the 2-stage custom drip completes (~day 10), drip-send auto-enrolls the lead into the nurture-family shared track. This sends biweekly topic emails (from the NURTURE_TOPICS pool) with family-audience CTAs. No manual action needed — graduation is handled by the audience: 'family' tag on this asset.

The nurture track delivers the "bundle" tools referenced on the LP (Alignment Worksheet, Care Complexity Assessment, Records Readiness Audit) as part of the broader topic rotation. This means the LP's promise of "3 bonus coordination tools by email" is fulfilled organically through the nurture pipeline.

If the lead replies or engages

Reply to any email → warm lead, respond within 1 business day
Visits /support-options/ or /start/ → consider direct outreach
Submits intake form → standard intake process
High scorecard score (if ever captured) → priority outreach candidate

Metrics to Track

Metric	Where	Target
Cost per lead (CPL)	Meta Ads Manager	< $12
Form submission rate	Plausible (`lead_magnet_submit` event)	> 25% of LP visitors
Welcome email open rate	Resend dashboard	> 50%
Day 3 follow-up click rate	Resend dashboard	> 20%
Day 10 pitch email click rate	Resend dashboard	> 10%
Reply rate (any email)	Manual tracking	> 3%
Expanded conversion	CRM	Track lead → paid within 90 days

Key Difference from `/lp/caregiver-burden-assessment/`

This LP and the existing caregiver-burden-assessment LP both gate the same tool (caregiver-admin-burden-scorecard). They will produce identical leads in the database. The difference is traffic source and optimization:

	`/lp/caregiver-burden-assessment/`	`/lp/admin-burden/`
Traffic source	Google Ads, organic, direct	Meta (Facebook/Instagram)
SB7 arc	Non-canonical (Guide after Failure)	Canonical (Guide after Problem)
Pricing shown	Yes (Record Vault $999, plans from $59/mo)	No (soft link to /support-options/)
Mobile optimizations	Basic	Sticky CTA, 44/48px touch targets
Trust elements	Minimal	Trust quote, authority strip
Bundle framing	None	"3 bonus tools by email"
Internal problem	Moderate	Strengthened (guilt, resentment, invisible work)

Both LPs feed into the same drip sequence and nurture track. UTM parameters distinguish traffic source for attribution.

Future Enhancements

Score capture: If the scorecard ever sends scores back to Supabase, use the score to segment drip timing (high-burden leads get the pitch earlier)
Dynamic ad creative: Test static image versions of the "Job You Never Applied For" video for lower CPM placements
Lookalike audience: After 100+ conversions, build a Meta Lookalike from converters for Ad Set 3
A/B test: Test "3-minute assessment" vs "12-question scorecard" vs "free diagnostic" in ad copy
Seasonal push: Tax season (Feb-Apr) — caregivers realize the financial cost of their time; holiday (Nov-Dec) — families visit and realize the care situation is worse than reported