Building Lead Generation for Agencies with Gravity Forms & AI — Breakdown - A Gravity Forms Podcast

What if your sales pitch could run itself? That's the idea behind the website audit tool that Logan Greenhaw, Owner of TrailMix Creative, built using Gravity Forms, GravityWiz's API Alchemist add-on, and a handful of clever API integrations. In this episode, Logan walks us through how he turned a tedious manual process — running SEO audits for prospective clients — into a streamlined, AI-assisted lead generation engine that does the heavy lifting for him.

Logan and Matt also dig into the realities of running a full-service creative agency over the past decade: the pressure to say yes to everything, how client expectations have shifted in the age of AI, and why the "anyone can just use ChatGPT" sentiment is both a real threat and a bit overblown. If you're an agency owner trying to figure out how to use smarter tooling to generate better leads and close more clients, this one's for you.

In This Episode

The evolution of running a full-service WordPress and web design agency over 10 years
How client expectations are changing as AI becomes more mainstream
Why Logan built a website audit tool — and how it became a lead generation machine
Using Gravity Forms and GravityWiz's API Alchemist to orchestrate PageSpeed Insights and IP Info API calls
Running simultaneous API calls via Cloudflare Workers and posting results back into Gravity Forms
Tokenized report URLs — how Logan saves audit results so clients can revisit them later
Using Mailgun with Gravity Forms for reliable transactional email delivery

Connect with Logan:

Resources Mentioned

TrailMix Creative Website Audit Tool — Find it under the Services tab
Gravity Forms — The form engine powering Logan's audit tool
GravityWiz API Alchemist — Used to connect Gravity Forms to external APIs without custom code
Cloudflare Workers — Handles simultaneous API calls to PageSpeed Insights and IP Info, with results posted back to Gravity Forms
Google PageSpeed Insights API — One of the two APIs powering the audit report
IPInfo — Used for IP-based data enrichment in the audit tool
Mailgun — SMTP provider integrated with Gravity Forms for delivering audit reports via email
Matt's API Alchemist Overview Video — A walkthrough of the GravityWiz API Alchemist add-on on the Gravity Forms YouTube channel