A quote in seconds, a fully enriched CRM lead in 2.2 seconds
The firm's website asked visitors to 'book a consultation'. Now a prospect answers three questions, sees a price, and the accountant receives a CRM lead already filled with official company data from the Estonian business register — plus a task to follow up.
Results
Timings are from verification runs on launch day, 12 August 2026. Lead volumes are not published.
| Metric | Before | After |
|---|---|---|
| Time to an enriched CRM lead | manual lookup by the accountant | 2.2 seconds |
| Fields the prospect has to type | everything | name, phone, email + 3 answers |
| Company data on the lead | whatever was typed | 10 official fields from the register |
| Duplicate leads | matched by phone, 30 s lag | matched by registry code |
| Languages | 1 | 3 (ET · RU · EN) on launch day |
| Hand-off to a person | none | CRM task + sales alert in Telegram |
The challenge
- A form nobody wanted to fill
'Book a consultation' asks the visitor to commit before they know the price. Most left.
- Leads with no context
A name and a phone number told the accountant nothing about the company's size, VAT status or payroll — the three things that decide the price.
- Duplicates and test noise
The same company enquiring twice created two leads, and internal test submissions kept landing in the live sales pipeline.
- The register is strict about names
Similar company names are common. Enriching the wrong company would be worse than not enriching at all.
What we built
VAT status, monthly document volume and payroll headcount are enough to quote. The price and a same-day incentive are shown immediately.
Official name, registry code, VAT number, region, founding date, headcount, management names and contact details are pulled from the business register with strict, Unicode-safe name matching.
Leads are matched by registry code, not phone number — the CRM's phone search lagged 30 seconds behind new records and produced duplicates.
Internal tests are detected by name pattern or repeated-digit phone numbers and routed to an internal channel, still logged for clean-up.
The visitor sees the page in their language; the CRM record keeps fixed Estonian field values so the accountant reads one consistent format.
A completed quote creates a task for an accountant and an alert in the sales channel, with one automatic retry if enrichment fails.
How it went live
Three questions that price the service
Agreed with the firm which inputs actually change the quote, and which register fields the accountant wants pre-filled.
early August 2026Form, enrichment, CRM
Register lookup, strict name matching, lead creation and the follow-up task built and verified with live submissions.
12 August 2026Three languages, same day
Russian and English versions verified on launch day; the old consultation block was hidden, not deleted, as a fallback.
12 August 2026Honest limits
The starting price shown by the calculator and the one on the firm's separate pricing page did not match at launch and are awaiting the firm's approval to align. The same-day discount wording is not yet formally signed off. Lead volumes are the firm's data and are not published here.
Frequently asked questions
Does showing a price online lose deals?
The firm decided that a visitor who leaves because of the price was not going to book a consultation either. The quote is a starting point; the accountant still adjusts it on the call.
Where does the company data come from?
From the Estonian business register's public data, looked up by the company the prospect names. Nothing is scraped from the prospect's own systems.
What about spam and junk submissions?
Test and junk patterns go to an internal channel. Real prospects are matched to an existing CRM lead by registry code, so a repeat enquiry updates rather than duplicates.
Can the same idea work for a different service?
Yes — any service priced on a few known inputs: legal, IT support, cleaning, logistics. The register enrichment is Estonian here; other countries' registers can be connected in the same pattern.
Which CRMs can receive the lead?
Zoho CRM in this case; Pipedrive and HubSpot work the same way. Even a Google Sheet plus a Telegram alert is enough for a small team to start.
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