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 = home-care-operations-playbook)
Email sending: Resend via pulse.averyncare.com
| Field | Type | Required | Notes |
|---|---|---|---|
| First name | text | Yes | Used in email subject lines and respondent greeting |
| Yes | Respondent email destination; lead contact |
The form is intentionally minimal (2 fields). This is a top-of-funnel lead magnet — the goal is volume with low friction. These leads are families already managing home care with rotating caregivers — they're time-starved. Every additional field costs conversions. Qualification happens downstream through behavior and follow-up.
On submission:
lead-capture Edge Functionmarketing.leads, sends welcome + team emails via Resend/resources/home-care-operations-playbook.html)fbq('track', 'Lead') (Meta Pixel) and plausible('lead_magnet_submit') via inline script on form submit| Setting | Value |
|---|---|
| To | hello@averyncare.com |
| From | notifications@notifications.averyncare.com |
| Subject | Lead: Home Care Operations Playbook — {name} |
| Body | Structured summary with name, email, asset, UTMs |
| Setting | Value |
|---|---|
| To | {email} (from form submission) |
| From | hello@pulse.averyncare.com |
| Reply-to | hello@averyncare.com |
| Subject | ✓ Your Home Care Operations Playbook |
Email content is defined in marketingEmails.ts using the block-based template engine. Includes:
These leads are top-of-funnel, problem-aware, pre-customer. They're families already managing home care with rotating caregivers. They downloaded a free organizational tool. They have not asked to be sold to. The response sequence should validate their situation, provide value, then introduce Anchor as the natural next step.
Important: These are higher-value leads than typical checklist downloads. They're already spending on home care services and experiencing daily coordination pain. The nurture can move faster, but tone should stay warm and empathetic — not salesy.
hello@averyncare.com to the new leadsource: home_care_operations_playbook, segment: rotating_caregiversmeta, campaign = home_care_playbook)icp: adult_child_caregiver or icp: spousal_caregiver or icp: new_home_care_setupSubject: "How's the playbook working?"
Hi {name},
Have you had a chance to fill in the Home Care Playbook? The shift handoff section is usually the one that changes everything — once the afternoon caregiver can see what happened in the morning without calling you, the daily phone calls start to drop.
Three things that make the handoff section stick:
- Keep it visible. Print it and put it on the counter, the fridge, or in a binder by the door. If caregivers have to look for it, they won't use it.
- Make it the last thing the outgoing caregiver does. Before they leave, they fill in what happened, what was given, and what's pending. Two minutes.
- Make it the first thing the incoming caregiver reads. Before they start, they read the handoff. Now they know what happened — and they don't have to call you to find out.
If it's working, great — it's yours to keep. If it feels like one more thing to manage, that's worth knowing too.
— Averyn Care Team
Tone: Friendly, practical. Focus on the shift handoff section — the highest-value, most immediately actionable part. No pitch yet.
Subject: "What if someone ran the playbook for you?"
Hi {name},
Most families who download the Home Care Playbook get through the first few sections — daily routine, medication timing — and then the maintenance stalls. Not because it's complicated, but because keeping six sections current across rotating caregivers is a daily job. And you already have a daily job.
What if someone maintained this as a Care Ledger every day — ran the handoffs, relayed provider instructions, coordinated appointment attendance, and kept every helper aligned?
That's what Averyn's Anchor does. $2,999/month. 3-month minimum.
Your navigator becomes the person who holds the full picture — so you don't have to. Daily written updates. Caregiver handoff coordination. Provider callback relay. Escalation management. The playbook you downloaded is the system. Anchor is someone running it.
Every household starts with the Record Vault ($999) — we gather records from every provider and organize them into a bundle any caregiver or doctor can work from on day one. It's the foundation for everything in the playbook.
If you'd like to talk through whether it makes sense for your situation, you can schedule an intro call or just reply to this email.
— Averyn Care Team
/support-options/ or /start/ → consider direct outreach (trackable via Plausible UTM or retargeting pixel)/record-vault/ → they may be considering starting with the Record Vault before committing to Anchor — follow up with that framing| Metric | Where | Target |
|---|---|---|
| Cost per lead (CPL) | Meta Ads Manager | < $25 (Anchor play — higher value per lead) |
| Form submission rate | Plausible (lead_magnet_submit event) |
> 20% of LP visitors |
| Welcome email open rate | Resend dashboard | > 50% |
| Day 3–5 email open rate | Resend dashboard | > 40% |
| Day 10–14 email open rate | Resend dashboard | > 35% |
| Reply rate (any email) | Manual tracking | > 5% is strong for this audience |
| Record Vault conversion | CRM | Track lead → RV purchase within 90 days |
| Anchor conversion | CRM | Track lead → Anchor signup within 120 days |
| Topic page visits from QR | Plausible (utm_medium=print) | Directional — shows playbook was printed and shared |
lead-capture to CRM to auto-tag leads with segment: rotating_caregivers and target_tier: daily_cadence./lp/home-care-playbook-linkedin/ with LinkedIn conversion tracking for professional caregiver audience (geriatric care managers, elder law attorneys who refer families).