Streamlining Lead Generation and Conversion for Careforth

Careforth partnered with Five Jars to reduce friction in their caregiver intake process and improve lead conversion. We delivered a HIPAA-compliant, WordPress-based solution featuring a dynamic multi-step form built with Gravity Forms and integrated with Salesforce and internal APIs. Backed by user testing and A/B optimization, the new system now captures higher-quality leads, routes them faster, and gives Careforth’s team the tools to scale their efforts independently.

Client profile

Careforth is a leading caregiver support organization dedicated to supporting caregivers through person-centered coaching and technology. With over 25 years of experience, Careforth empowers caregivers by offering innovative solutions that improve communication, streamline care management, and reduce caregiver stress. Their mission is to make caregiving more efficient, less burdensome, and more connected by providing tools and resources that enhance the caregiving experience. Through their mobile app and a range of services, Careforth helps caregivers across the U.S. access the support they need to deliver the best care possible.

K+

Downloads of the Careforth app

States, where services are available

Reduction in caregiver burden

Core challenges

Careforth faced several challenges in optimizing their lead generation process and improving overall operational efficiency. With multiple stakeholders and a strong focus on user security, the organization needed to balance user-friendly design with strict compliance standards. Additionally, their goal to improve lead qualification and conversion rates required a more sophisticated approach to the landing page design and form structure.

Compliance and security

As Careforth handles sensitive data, ensuring that the new lead generation process was fully HIPAA-compliant was a top priority. Protecting user privacy while capturing valuable lead information was crucial.

Lead qualification

The need for a more efficient and engaging way to qualify leads while reducing friction for users required a redesign of the existing forms to capture more meaningful data without overwhelming the user.

Multiple stakeholders

With many stakeholders involved, it was important to establish a clear and streamlined communication process to ensure decisions were made quickly and everyone stayed on the same page.

Careforth landing page sections: how it works, coaching benefits, and eligibility CTA shown in the new layout

Project goals

Careforth set out to improve both the volume and quality of leads coming through their website, while making the experience easier and more intuitive for users. The goal wasn’t just to build a better form – it was to design a system that helped more caregivers get connected to the support they need, faster and more efficiently.

To do this, the team needed to streamline the lead qualification process, improve conversion rates, and ensure sensitive data remained secure and HIPAA-compliant. Just as importantly, the solution needed to be sustainable – laying the groundwork for Careforth’s marketing team to build future landing pages and forms on their own, without relying heavily on developers.

The initiative aimed to:

Increase the number of qualified leads
Route those leads more efficiently to the right call center team
Reduce time spent on qualification calls
Improve conversion rates through a user-friendly, multi-step form
Maintain full HIPAA compliance throughout the process
Empower the marketing team with tools and templates for future content creation

Solution

Five Jars partnered with Careforth to transform their lead generation process into a more streamlined, secure, and conversion-focused experience. We designed and developed a new WordPress-based landing page featuring a HIPAA-compliant multi-step form, tightly integrated with Salesforce and Careforth’s internal API.

We used the Gravity Forms plugin as the foundation for the form experience, customizing its logic, styling, and integrations to meet Careforth’s specific data, compliance, and user experience needs.

To ensure the solution truly met caregiver needs, we conducted user testing and gathered feedback to refine the form’s structure, flow, and messaging. Through continuous A/B testing, real-time iteration, and close collaboration with stakeholders, we delivered a user-friendly system that captures richer lead data, shortens qualification time, and improves call center efficiency – all while maintaining strict compliance and long-term scalability.

Accelerating lead capture

We built a WordPress-based system with direct integration into Salesforce and Careforth’s proprietary API, enabling fast and accurate routing of qualified leads. The technical architecture ensured HIPAA compliance while reducing manual processing and improving response times from the call center.

Designing for conversion

The new multi-step form was crafted to reduce friction and increase completion rates. Each step was carefully designed based on caregiver behavior patterns and refined through A/B testing. The result: a smoother, more intuitive experience that captured richer data without overwhelming users.

Secure, scalable performance

Our development team implemented the solution with a strong focus on reliability, security, and compliance. We performed rigorous QA and implemented real-time tracking to monitor user behavior and form performance, ensuring long-term stability and ongoing optimization opportunities.

Mobile screens of the multi-step caregiver form: eligibility questions, guidance, and calls to action

Increase in qualified leads

Boost in conversion rates

Less time needed to qualify a candidate

Results and ongoing collaboration

The new lead generation system transformed how Careforth connects with caregivers. By replacing a clunky, one-size-fits-all form with a streamlined, user-friendly experience, the team is now able to focus on what matters most – engaging with the right people at the right time. The process feels smoother, more intuitive, and more aligned with how caregivers actually seek support.

Behind the scenes, the system significantly reduced manual overhead. Leads are now better qualified, routed more efficiently, and handled faster by Careforth’s call center team. This has improved internal workflows while creating a more responsive experience for users reaching out for help.

Just as importantly, the new solution is built to scale. With flexible tools and a sustainable technical foundation, Careforth’s marketing team can now create and launch new landing pages and forms independently – enabling continuous optimization and long-term growth without relying on developers.

More qualified leads

The new system has already begun to generate a higher volume of qualified leads, allowing Careforth to connect with more caregivers who are ready to use their services.

Higher conversion rates

With a more refined lead qualification process, we’ve seen a noticeable boost in the conversion rate, leading to more caregivers enrolling in Careforth’s services.

Improved efficiency

The new system helps Careforth connect with the right caregivers more quickly, ensuring that qualified leads are routed to the appropriate team members without delay.

As we continue to test, measure, and optimize, our collaboration with Careforth will only deepen. We’re proud of the progress made so far and are excited to continue refining the system to ensure even greater impact. This ongoing partnership will help Careforth further enhance its ability to support caregivers and improve the lives of those who rely on their services.