Specialist in prefab concrete solutions sought modern website with automated lead follow-up and CRM integration
Fully automated lead processing - from website form to CRM and reporting without manual intervention
The Challenge
Betonal, a specialist in high-quality prefab concrete solutions since 1984, needed a thorough digital renewal. The company offers three main activities: Concept Beton (interior and exterior applications such as stairs, kitchens, and wall cladding), Prefab Garages, and Industrial exposed concrete. With a showroom in Breendonk and customers spread across Belgium - from private individuals to architects and contractors - a professional online presence was essential.
The existing website no longer met modern expectations and the underlying processes were largely manual. Leads coming in through the website had to be manually retyped into the CRM system, which was time-consuming and error-prone.
Core Problems:
- Outdated website that did not reflect the quality and professionalism of Betonal
- No reliable, performant web hosting
- Manual processing of contact forms took a lot of time
- No central overview of incoming leads and their status
- Contact details had to be manually entered into Teamleader
- Lack of insight and reporting on website leads
Our Approach
We chose an integrated approach where the new website was seamlessly connected with automation tools and Betonal’s existing CRM system.
Phase 1: New Website & Hosting
A completely new WordPress website was developed that highlights Betonal’s expertise and craftsmanship. The site is bilingual (Dutch/French) and showcases the three product lines with inspiring project photos and customer reviews. Special attention was given to user experience: visitors can easily find the right product category and get in touch. The website runs on reliable, optimized hosting for fast loading times and maximum uptime.
Phase 2: Contact Forms & Automation
Various contact forms were set up, tailored to the specific product lines and visitor inquiries. Behind these forms runs a Make.com automation that processes each submission immediately. The data is automatically stored in Airtable, where a structured database collects all leads with all relevant information: contact details, area of interest, question, and timestamp.
Phase 3: CRM Integration & Dashboards
The automation goes beyond just storage. Each new lead is automatically created as a contact in Teamleader, the CRM system Betonal uses for customer management and follow-up. This allows the sales team to get started immediately without manual retyping. Dashboards were built in Airtable that provide real-time insight into the number of leads, distribution per product category, response times, and trends over time.
The Result
Betonal now has a modern digital infrastructure that significantly increases operational efficiency.
- Professional appearance - A website that reflects the quality of Betonal’s concrete products and builds trust with visitors
- Zero manual data processing - Leads flow automatically from form to Airtable and Teamleader without intervention
- Immediately actionable - Sales team sees new leads directly in Teamleader and can respond quickly
- Data-driven insights - Dashboards show how many leads come in, through which form, and how quickly they are handled
- Reliable hosting - Fast, stable website without downtime
- Scalable system - New forms or automations can be easily added
Technologies Used
- WordPress with bilingual support (NL/FR)
- Optimized web hosting
- Make.com for workflow automation
- Airtable for data storage and dashboards
- Teamleader CRM integration
- Contact forms with automatic routing
"The automation saves us time daily and we now have perfect insight into our leads through the dashboards."