The Webinar That Books Consultations While the Attorney Sleeps.
How we built a custom on-demand webinar system for an elder law practice — tracking viewer engagement, segmenting leads automatically in HubSpot, and generating 20% of monthly revenue from campaigns running on autopilot.
The Problem
The practice had been running live seminars through Stealth Seminar — a platform purpose-built for attorney marketing. It worked, but it was expensive, the data pipeline into HubSpot was broken, and every attendee got the same follow-up regardless of how engaged they were.
A prospect who watched the full webinar, took notes, and clicked the consultation CTA three times was getting the same drip email as someone who logged in, checked their email, and closed the tab. The behavioral signal was there — the system just couldn't see it.
What We Built
We built a fully custom on-demand webinar system on Next.js, deployed to Vercel, with HubSpot as the intelligence layer. The landing page tracks viewing time, CTA interactions, and return visits — and passes all of it to HubSpot as contact properties on form submission.
Three enrollment tracks replace the single follow-up sequence: cold viewers (under 30% watch time) enter a nurture sequence. Engaged viewers (30–70%) get a direct consultation offer. High-intent viewers (70%+, CTA click) get a personal follow-up from the attorney within 24 hours. The system routes automatically — no manual review required.
“We used to run live seminars and manually follow up with whoever showed up. Now the system watches who watches, decides what they need next, and sends it. I just show up to the consultations.”
The System Architecture
Next.js landing page on Vercel. Viewing time and CTA interaction tracking via HubSpot tracking pixel and custom event properties. Form submission creates/updates HubSpot contact with engagement score. Three-branch workflow enrollment based on watch percentage and CTA click history. Automated email sequences per branch. Personal follow-up task creation for high-intent contacts. Full funnel attribution in HubSpot from first page view to booked consultation.
The Results
Within the first months of launch, campaigns driven by the on-demand system generated 20% of the practice's monthly revenue. Lead volume tripled versus the live seminar model, and consultation quality improved — prospects arrive already educated on elder law concepts and self-identified as high-need.
The practice now runs campaigns on a schedule instead of a calendar. No venue, no registration management, no manual follow-up. The webinar runs, the system segments, and the consultations appear on the calendar.