The Seminar That Never Stops Running.
How we replaced a costly live seminar platform with a custom on-demand webinar system that segments leads automatically and feeds them directly into HubSpot — generating 20% of monthly revenue on autopilot.
The Problem
The firm had been running live seminars through a third-party platform — popular in legal marketing, but expensive and rigid. The bigger issue was the data: attendee information wasn't flowing cleanly into HubSpot, which meant follow-up was manual, inconsistent, and slow.
Beyond the cost, there was zero behavioral visibility. A prospect who watched 90% of the webinar and clicked to the booking page was treated identically to someone who left after two minutes. High-intent leads were buried in noise.
What We Built
We built a fully custom on-demand webinar system using HubSpot as the backbone, hosted on a landing page built with Next.js and deployed on Vercel. The system tracks viewing behavior — how long prospects watch, whether they click the consultation CTA, and how they engage with follow-up.
Based on engagement score, contacts are automatically segmented: cold viewers get a nurture sequence, engaged viewers get a direct consultation offer, and high-intent viewers get a personal follow-up from the attorney. All without anyone on the team touching it.
“We went from paying thousands for a platform we couldn't control, to owning the whole system. The leads come in already segmented — I know exactly who's ready to book and who needs more time.”
The System Architecture
Next.js landing page on Vercel with HubSpot tracking pixel for behavioral data. Form submissions create or update contacts in HubSpot with viewing time and engagement score as contact properties. Automated workflows branch based on viewing percentage and CTA interactions. Three-track email sequences trigger by segment. Full funnel tracked in HubSpot from first page visit to booked consultation.
The Results
Within the first months of launch, campaigns driven by the on-demand system generated 20% of the firm's monthly revenue. Lead volume exceeded the live seminar model — and quality was higher. Prospects arrived at consultations already educated on elder law concepts.
The firm now owns the entire system. No platform dependency, no per-attendee fees, and complete visibility into how every lead moved from first view to signed client.