Michael de Beer

Multi-region lead distribution with first contact inside one minute

A CRM built natively in GoHighLevel for a high-end spa and bath business that sells and services across several regions, with sales and servicing reps in each one. The hard problem was getting every enquiry to the right rep, quickly and fairly, which took a large set of if/else conditions working together.

• Lead distribution driven by if/else conditions. The system reads which form the lead filled in, on Facebook or on the website, and spreads the leads evenly across the reps who cover that region.
• An upgrade that routes leads across WhatsApp channels to the reps assigned to the lead's region, again through if/else conditions.
• Automatic first contact on WhatsApp within 1 minute of the enquiry. The message tells the lead the name of the rep who will contact them personally, and that name is chosen by the same if/else logic.
• Two pipelines, one for sales and one for servicing. An if/else condition decides whether each lead is a sales client or a servicing client, and the lead is placed in the correct pipeline automatically.
• Team assignment follows the same condition: sales leads go to the sales rep team and servicing leads go to the servicing rep team, each within the lead's region.
• The sales pipeline runs from New Lead through Contacted, Qualified, Quote Sent and Negotiation to Closed Won or Lost.
• A first version built around lead claiming, where a rep adds their name as a tag and takes the Owner role, before the upgrade to automatic distribution.
• A dashboard showing leads and revenue by region, conversion rate, opportunity value and each rep's performance.
• Custom dashboards and user-specific logins: each rep signs in and out of the CRM with their own username and password and only sees the data assigned to them.
• Only admins can see an overview of all the reps and their revenue at any given time.
• Client-branded email sending from the superiorspaandbath.kleodex.com subdomain.
• Three SOPs for the team, built through Claude Code as interactive, clickable coded tools for ease of use and simplicity: reading the dashboard, claiming and owning leads, and moving leads through the pipeline.

140 leads, 60 quotes and £140K in 2 months

My client while working for Enhanced AI, a UK digital marketing agency. Patrick Anderson of ATC Carpentry & Construction builds garden rooms, which go up in the customer's garden in just weeks and are used as a gym, office or entertainment room, but not to live in. Leads from Meta campaigns flowed into automated follow-up and AI qualification, so he only spoke to people who were already qualified.

• Every Meta campaign lead was taken in automatically.
• Each lead was followed up on WhatsApp.
• A custom AI bot on WhatsApp that held real conversations with each lead, built from the client's specifications and steered to sound like the client. It handled objections and answered the lead's questions.
• The bot qualified every lead before the client made first contact, so he only fulfilled for pre-qualified customers.
• A pipeline to track each lead from new lead through to paid client.
• Result in 2 months: 140 leads, 60 quotes and £140K.

CRM, WhatsApp AI qualification and follow-up for a construction company

Built as a once-off system build, scoped at 7 days from sign-off, and shipped to the client. It sits alongside a separate ongoing fractional marketing and systems role. The scope was first presented as a pitch deck.

• Pipeline shaped around how a construction job runs: Quote Sent, Deposit Received, In Progress, Project Complete, then Closed Won or Lost.
• An AI agent on the WhatsApp Business API that starts the conversation the moment a lead arrives. It asks about project type, scope, budget, residential or commercial, and start date, then writes the answers into the CRM record before handing the lead to a person.
• A Perspective funnel for lead capture and automations for quote sent notices, a 48 hour follow-up, deposit confirmations, project updates and invoice reminders.
• A website restructure with service tier pages, an interactive service selector connected to the CRM, and a B2B enquiry form for commercial leads.
• A two-way email setup: a sending subdomain for automated mail, a connected inbox for manual replies, and reply-to settings, so leads see one continuous thread.

AI lead qualification and booking systems for UK clients

Contract work covering both the systems and the paid media that feeds them.

• A GoHighLevel CRM per client with pipeline stages, lead tagging, contact management and reporting dashboards.
• AI bots that handle objections, collect budget and project details, and book appointments over WhatsApp and SMS.
• Notification workflows that fire on booking and send the client the budget, scope, address and a summary of the conversation.
• Mobile-first, multi-step lead capture funnels on Perspective that qualify people before they opt in.
• Custom integrations and internal tools built with Claude Code.

A CRM and Property24 lead capture for a Century City estate agency

A residential real estate agency in Century City, Cape Town, with a team of four to five agents. The build targets lead leakage, inconsistent follow-up, no pipeline visibility for the owner and no agent accountability.

• Two separate pipelines, one for Sales and one for Rentals.
• Property24 enquiries arrive as email notifications. Zapier's Email Parser reads the name, email and phone number and creates the contact in GoHighLevel, one Zapier task per lead, and GoHighLevel runs everything after that.
• A branded client intake questionnaire in Word and a full project brief to scope the build.
• A separate data capture project that turned client form responses into an Excel tracker.

The Reputation Engine: more Google reviews and stronger local visibility

My system for helping a local business get found and trusted on Google, built for smaller clients alongside their other work. It is a four-step system that starts with a report on where the business stands today.

• A report on the business's Google profile: its stats and reviews, and how it ranks against the 10 businesses ranking above it.
• Automatic review requests, sent to every happy customer right after a job is done, with no manual follow-up. These can go out over WhatsApp, and can be rolled out to past customers in a paced way.
• Google Business Profile and local SEO work to get the business found.
• KD Interiors: Google local SEO focused on their Google Business Profile. Ongoing.
• Superior Spa & Baths: the Reputation Engine runs alongside the multi-region CRM above.

A custom client, project and task board to replace a Miro board

An architecture studio was running its work on a Miro board. I am building a CRM-style operations board so the team can manage their clients, projects and the tasks for each client in one place.

• Backend and data stored in a Cloudflare D1 database, with a Worker and hosting, all on my own Cloudflare account.
• The team gets only a link and their own username and password logins, which I manage, with no access to Cloudflare.
• A refresh button to pull the latest data instead of live updates.

A plain-language rebuild of an electrical and solar company's website

A new site for an electrical and solar business in the Winelands, Cape Town. The old site was full of jargon, so the rebuild says plainly what the company does and who each side of the business is for.

• Home, About, Residential, Commercial, Gallery, Reviews, Get a Quote and Privacy Policy pages.
• Residential positioned as problem solving: wiring, rewiring, maintenance, circuits, lighting and solar, for the Winelands area.
• Commercial built around energy efficiency and its effect on a business's bottom line, with a two-stage service (see where energy is wasted, then automate it) and a link through to the Net Zero site. Offered anywhere in South Africa.
• A dark, high-end look with glass-effect cards, hover depth and scroll animations, based on reference designs supplied by the client, using the company's own photos.
• Quote page with a GoHighLevel form embedded, and a privacy policy written around POPIA.
• Delivered as standalone HTML files, one per page.

A storefront and a private catalogue manager for a casual wear shop

A public website for a Milnerton, Cape Town casual wear business that takes orders on WhatsApp, paired with a separate management-only back end for the stock.

• Black and gold branding carried through the site and the manager.
• Products added by photographing them on a phone, with the background removed and the item shown on black, then pushed to the public site.
• A custom stock management system the owner uses to add and edit stock on a user-friendly coded site.
• Each piece can be given its sizes, price, details, description, materials and brand, all managed from the backend.
• I built the database and the server on Cloudflare and host both the public site and the stock manager site there, as two separate projects sharing one database.
• When stock is changed in the stock manager, the public site updates automatically, so customers always see current stock.
• A stock condition disclaimer, because stock is bought in bales and ranges from brand new to worn.

Funnels, sales pages and a two-month rebuild for two connected sites

Work as fractional growth manager for Socialite, covering businesssocialite.com and magriet.co: landing pages, sales pages, order forms, thank you pages, email sequences and tagging workflows.

• A full audit of 32 URLs across both sites, delivered as an interactive HTML fix board that ranks the critical issues.
• A Publications and Public Appearances page coded as standalone HTML for GoHighLevel Custom HTML blocks, with brand colour bands, an auto-scrolling "As Featured In" logo marquee and stat blocks.
• Meta Pixel and Conversion API tracking. I traced purchase events firing on every funnel page back to the event level and corrected the setup so each purchase fires once.
• A thank you page upsell section.
• A sales page and backend for a 6 Week Socialite Challenge, and affiliate attribution across more than one purchase, both planned.

A workshop landing page and thank you page

Built to a tight deadline for a live workshop.

• A landing page and a thank you page that tells attendees what to do next: check the inbox, including spam and promotions, bring a phone charger, and use a contact email for questions before the workshop.

A redesigned book funnel for the memoir Glorious Unbroken

A Socialite client selling her memoir through a funnel page.

• A redesign of the book page that keeps its general feel, uses her logo, and builds the structure on named frameworks, with a GoHighLevel form dropped in.
• A website update adding media coverage from outlets such as KykNet and Ontbytsake, and linking the book page into the site.
• Meta Pixel setup on her page.

A full CRM prototype coded from scratch

Built alongside the live GoHighLevel system to learn what Claude's tools can do and to test whether a coded CRM could work as a freelance offer. It is one HTML file in plain JavaScript with no framework and no build step.

• Pipeline, contacts, dashboard and team views.
• Reporting with Chart.js charts and six filters.
• A visual automation flow builder modelled on GoHighLevel and Zapier.
• Sign-in with admin and rep permission levels, so reps see only their own leads.
• Rep management settings with colour pickers and avatar previews, and a theme system.
• JSON backup and restore, and a mobile layout with a slide-in menu.
• An AI assistant tab that answers questions about the live pipeline, such as who has the most active leads or how regions compare.

An ad scorecard and an ecommerce troubleshooting SOP

• An ad performance scorecard that rates six funnel metrics from 1 to 3, totals them out of 18 and returns a Scale, Iterate, Pause or Kill verdict, delivered as a downloadable HTML file.
• An ecommerce troubleshooting SOP that follows the same funnel from the top down, with diagnostic questions and fixes at each of six steps, also delivered as downloadable HTML.