Telecoms World Webflow rebuild and lead tracking

Telecoms World provides business telephony, non-geographic phone numbers, call tracking and call analytics. For a business built around telephone enquiries, the website has a job beyond presenting products: it needs to connect a visitor’s interest with the call or enquiry that follows.

Our work began with ongoing Webflow maintenance and developed into a longer-term design and engineering partnership. The scope grew to include a Figma redesign, a complete Webflow rebuild, CMS improvements and the scripts and integrations that connect marketing activity to lead records.

The marketing journey and the sales journey were disconnected. Campaigns could bring people to the website, but the previous setup did not reliably tie their source, advertising parameters and session context to an inbound call. That left an important gap between campaign activity and the enquiries the sales team received.

Forms were part of the same challenge. A name and email address are only part of a useful lead record. The team also needed context about the product a visitor had explored and the campaign that brought them to the site. Alongside this technical work, the product pages and CMS needed a clearer, more maintainable foundation.

A reusable website foundation

We rebuilt the marketing website in Webflow from a new Figma design system. Reusable page structures support the business phone number range, call tracking and analytics products. This gives the team a consistent way to present services while keeping product information manageable through the CMS.

Connecting visits, calls and lead forms

The custom front-end scripts capture UTMs, advertising source data and session context, and support dynamic phone number tracking across the site. This is the link between the page someone sees and the conversion information the business needs to retain.

Lead information passes through a setup involving Cloudflare Workers, Slater-hosted scripts, API verification checks and HubSpot. The aim is a structured CRM record with the relevant attribution context, rather than a form submission isolated from the rest of the visitor’s journey.

Maintenance as part of the system

The engagement continues beyond the rebuild. We refine CMS structures, resolve layout issues, maintain the front-end scripts and look after the custom integrations. These are connected responsibilities: a change to a product page, form or script can affect both the customer experience and the information captured behind it.

The website now brings the product experience and attribution setup together. Marketing activity can be connected to phone-based enquiries, while the CRM receives structured lead information from the website. The internal team can manage product content through Webflow, with Hilvy supporting the technical work around it.

The case demonstrates why website maintenance can be more than a list of small fixes. For Telecoms World, it supports the relationship between marketing pages, call tracking, lead capture and the tools the team uses every day.