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Case Study:PPA Tour Australia

PPA Tour Australia has become a leading force in growing pickleball across Australia and New Zealand. As the organization expanded, its website needed to support larger tournaments, dynamic player data, regular news updates, and online merchandise. We redesigned and migrated the platform from Webflow to WordPress, creating a scalable, high-performance website that delivers a seamless experience for both administrators and the growing pickleball community.

Opening Summary

PPA Tour Australia is the premier organization dedicated to growing the sport of pickleball across Australia and New Zealand. They bring world-class tournaments, elite athletes, and passionate communities together under one platform. As the sport’s popularity exploded, the organization outgrew its original Webflow website. They needed a more robust, scalable, and dynamic digital home to handle complex tournament schedules, player rankings, live news, and an integrated merchandise shop.

I led the end-to-end redesign and migration of their platform from Webflow to WordPress, delivering a high-performance site that empowers their team to manage content effortlessly while providing an elite experience for players and fans.

The Problem

While Webflow offered a visually appealing starting point, it presented several bottlenecks as PPA Tour Australia scaled:

Data Management Limitations:

Managing dynamic content like the 2026 Ambassador Team, Men’s/Women’s Pro rankings, and a rapidly updating tournament calendar (Melbourne, Adelaide, Gold Coast, Wellington) became cumbersome.

E-commerce Friction:

The client needed a seamless way to sell official PPA and MLPA merchandise directly on the site, which required a more robust e-commerce ecosystem.

Scalability & Handoff:

The internal team needed an intuitive backend to independently publish news updates, update qualifier lists, and manage player profiles without relying on a developer for every change.

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The Approach

To solve these challenges, I orchestrated a complete platform migration to WordPress, paired with a strategic UI/UX redesign.

  • Content Restructuring & Migration: — I safely exported and mapped all existing data (news articles, pages, imagery) from Webflow into WordPress. I utilized Custom Post Types (CPTs) and Advanced Custom Fields (ACF) to create dedicated, easy-to-edit backend modules for "Tournaments," "Players," and "News."
  • E-commerce Integration: — I integrated WooCommerce to power the new "Shop" section, providing a secure, scalable way to manage inventory, process payments, and sell official merchandise.
  • Performance & UX Redesign: — The design was upgraded to reflect the high-energy nature of pro pickleball. I implemented a mobile-first, highly responsive layout ensuring that players checking tournament brackets or registering for events on their phones get a flawless experience.
  • Dynamic Event Calendars: — Built a streamlined "Upcoming Tournaments" interface that clearly displays event dates, locations (e.g., PPA 250 Melbourne, PPA 125 Wellington), and quick "Register Now" CTAs to drive conversions.

Technologies Used

CMS:

WordPress (Custom configured for sports management)

Previous Platform:

Webflow (Data extraction & mapping)

E-commerce:

WooCommerce

Frontend:

HTML5, CSS3/SASS, JavaScript (Responsive, mobile-first UI)

Backend Tooling:

Custom Post Types (CPT UI), Advanced Custom Fields (ACF) for dynamic data handling

Performance Optimization:

Asset minification, caching setup, and optimized image delivery for fast load times.

Conclusion

The new PPA Tour Australia website is now as dynamic and fast-paced as the sport itself. By moving from Webflow to a custom-architected WordPress solution, the client now has a scalable foundation that supports their growth.

The internal team can easily update active player rosters, post qualifier lists, and manage an active e-commerce store with zero friction. Meanwhile, the thousands of active players and fans across Australia and New Zealand now enjoy a seamless, premium digital experience—whether they are catching up on the latest MLPA news, buying gear, or registering for the next major tournament.

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Gareth Bishop — Miracle World Transformations

Quiz-Based Lead Generation & Membership Conversion Funnel

VSL Funnel & Strategy Call Conversion System

5-Step

VSL-to-Call Conversion

Multiple

Strategy-Call CTAs Across the Page

Pre-Framed

Leads Educated Before the Call

100%

VSL Visitors Routed Toward a Clear Conversion Path

“The new VSL journey gives prospects a much clearer understanding of the system, the transformation it can create, and the next step to take.” — Gareth Bishop, Miracle World Transformations

THE BUSINESS

Miracle World Transformations is a personal transformation and coaching brand helping ambitious individuals improve their confidence, income, clarity and overall potential through subconscious reprogramming and manifestation-based coaching. Its VSL page is the primary conversion journey: visitors are introduced to the core problem, shown the transformation system, presented with client stories and proof, and directed toward a complimentary one-to-one strategy session.

BEFORE THE OPTIMIZATION

The original journey relied heavily on presenting the offer and asking visitors to act. It needed a stronger structure for moving prospects from interest → belief → trust → action: a clearer explanation of what the system does and why it differs from traditional mindset approaches, a more intentional role for social proof and client stories, a VSL that worked together with supporting sections, a strategy-call CTA visible throughout, and trust built progressively before asking for a one-to-one conversation.

WHAT WE DID

  • Built the VSL-led conversion journey — structured the page around the VSL as the primary sales mechanism, introducing the core promise immediately and directing visitors toward the video before presenting the strategy-call offer.
  • Created a clear strategy-call CTA — positioned the complimentary strategy session as the primary next step, allowing interested prospects to speak directly with the Miracle World team.
  • Strengthened social proof — added multiple client transformation stories covering outcomes such as increased income, confidence, career changes, relationships, productivity and personal breakthroughs.
  • Added proof throughout the funnel, introducing dedicated transformation and verified-client-breakthrough sections to give visitors more evidence before deciding.
  • Clarified the mechanism, explaining the approach around subconscious reprogramming and manifestation activation instead of relying only on broad transformation messaging.
  • Strengthened founder positioning with a detailed section covering professional background, coaching experience, training, speaking experience and personal journey.
  • Repeated the conversion opportunity, placing strategy-call CTAs at multiple points throughout the page so visitors always have a clear chance to act.

The results

  • A structured VSL-to-strategy-call conversion path — the VSL journey gives prospects a clear route from understanding the problem to learning the methodology, seeing client proof and taking the next step.
  • More opportunities to book a strategy call — the complimentary session is consistently presented as the primary conversion action throughout the page.
  • Better-prepared, higher-quality leads — the funnel educates and pre-frames visitors before they enter a one-to-one conversation.
  • Stronger social proof throughout the journey — multiple client stories demonstrate different types of transformation, helping prospects see relevant outcomes before booking a call.
  • Clearer offer positioning — the page explains the methodology, daily practice, coaching/accountability and broader philosophy before asking visitors to book a strategy session.
  • A complete VSL → Strategy Call journey — visitors move through problem awareness → mechanism → proof → authority → CTA, with multiple opportunities to book the complimentary session.

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Mona Sharma — Rooted Academy

AI Automation & Growth Infrastructure: A Fully Instrumented Acquisition Engine

6 Funnels · 10-Stage CRM · 70+ Email Touchpoints · Built in 3 Months

6 Funnels

Acquisition Funnels, One Unified Lifecycle

7 Modules

Built, Tested & Documented

10 Stages

Shared CRM Lifecycle Across Every Funnel

70+

Behavior-Based Email Touchpoints
“We went from not knowing where leads were coming from or what happened after they entered, to having every lead tracked, scored, and routed through a system we can actually see inside of. Now we can understand the journey from first touch to purchase — and act on it.” — Mona Sharma, Rooted Academy

The Business

Rooted Academy is the education brand behind Mona Sharma, a wellness and holistic-health personality with an established multi-platform audience. The brand uses free, high-value entry assets to build trust before leading visitors toward a paid program, backed by a substantial library of courses, email content, and downloadable assets — and genuine organic demand across multiple social platforms.

Before the rebuild

Demand was strong, but the brand ran on a legacy course platform with no instrumentation layer. Leads arrived with no reliable record of platform, campaign, or content source, so it was impossible to say what was working. Without audience and conversion signal, Meta and Google Ads could not be run or measured. There was no shared pipeline or defined lead stages, every lead received the same follow-up regardless of intent, and critical process knowledge lived with individuals rather than in documented systems. A new platform launch also needed checkout, enrollment, and account provisioning that did not yet exist.

What we did

  • Built six lead-generation funnels — lead magnet, assessment, content-led, educational, and diagnostic — each with a different entry behavior, all converging on one commercial destination and one unified GoHighLevel CRM.
  • Implemented channel-agnostic entry tracking with full campaign parameter capture, dual attribution, and platform click IDs, plus conversational messaging automations for social comments, story replies, and direct messages.
  • Created three assessment engines that score responses, write results to the contact record, and route each lead to a personalized result page, asset, and content path, migrating existing client content rather than rebuilding it.
  • Designed engagement scoring from real email behavior to place leads into three intent tiers, with 70+ mapped email touchpoints across nurture, conversion, onboarding, and re-engagement.
  • Added real-time conversion detection so buyers exit nurture and enter onboarding instantly, with non-converters tagged into a structured re-engagement group.
  • Delivered checkout, a 7-stage enrollment pipeline, and a two-way API integration for platform provisioning, plus instant team alerts and funnel analytics across GoHighLevel, GA4, Meta Ads, Google Ads, and Slack.

The results

  • Attribution now exists: every lead carries a permanent record of source, funnel, and campaign, so the team can finally see what is working.
  • Paid advertising is now viable, with click-ID matching, server-side conversion events, and analytics integration in place — measurement is ready before the first ad dollar is spent.
  • Follow-up became intelligent: highly engaged and passive leads now receive different sequences matched to demonstrated intent, and every email is conditional on what the lead did, not the calendar.
  • The business became legible: one pipeline, 10 defined stages, documented workflows, and real-time alerts moved process knowledge out of individuals and into the system.
  • All 7 modules fully built, tested, and documented by a two-person team in 3 months, with every workflow validated end-to-end and both directions of the platform integration demonstrated live.
  • The new platform launch is unblocked: checkout, enrollment, and two-way provisioning are built and validated, and the destination offer is configurable so it can be swapped without rebuilding a single funnel.
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Robert Ngo — OnPoint Courier

Same-Day Courier & Delivery Services

Instant Lead Response · 5-Touch Automated Follow-Up · 40+ Hrs/Week Saved on Manual Follow-Up

Instant

Lead Capture & Team Alert

5-Touch

Automated Follow-Up Cadence

40+ Hrs/Wk

Admin Time Saved

100%

Leads Auto-Captured & Tracked

“Leads used to slip through the cracks depending on who picked them up that day. Now every single one gets logged, tracked, and followed up automatically — that consistency alone changed how we operate.” — Robert Ngo, OnPoint Courier

THE BUSINESS

OnPoint Courier is a same-day courier and delivery service that generates inbound business through quote requests submitted on its website. Every submission is a live sales opportunity, but converting that opportunity into a booked delivery depends on fast, consistent admin follow-up. Once a customer is ready to proceed, they are handed off to OnTime 360, which manages the operational side of the delivery — dispatch, in-transit updates, and delivery confirmation.

BEFORE AUTOMATION

Before the system was built, every quote request had to be manually reviewed and followed up by the admin team with no shared source of truth. There was no standardized way to track where a lead stood in the process, no automatic reminders, and no safety net for leads that went quiet. Follow-up depended on individual admin memory and diligence rather than a repeatable process, so leads that weren’t actioned right away had a real chance of falling through the cracks with no visibility for the wider team.

What we did

  • Connected the website’s Get a Quote form directly to a central Google Sheet via Zapier, so every submission automatically creates a lead record — no manual data entry.
  • Built an automatic Slack notification so the team is alerted the moment a new lead arrives.
  • Designed a five-stage Status framework (New, Contacted, Follow-up Later, Converted, Lost) that gives the admin team one single field to update, with the automation handling everything else.
  • Built an automated Day 1 / 3 / 7 / 15 / 30 follow-up sequence that checks each lead’s current Status before every send, automatically skipping reminders once a lead has moved forward.
  • Created a Follow-up Later workflow for customers who request a specific future contact date — pausing the standard cadence and automatically triggering a customer email, an admin reminder, and a Slack ping on the requested date.
  • Delivered a plain-language user guide and quick-reference rules so the entire admin team follows the same process, with zero Zapier or technical knowledge required.
  • Established a clean hand-off: Converted leads route toward OnTime 360 for order creation, while Lost leads are automatically removed from all further outreach.

THE RESULTS

  • Lead response is now instant — every submission now reaches Google Sheets and Slack instantly, with zero manual data entry.
  • Every lead now receives a consistent five-touch follow-up cadence (Day 1, 3, 7, 15 and 30), giving each opportunity the best chance of reaching Converted.
  • 0 leads lost to human error — every submission is automatically logged, tracked, and followed up according to its Status.
  • 100% of lead management now happens in one place (Google Sheets), with no Zapier access required by the admin team.
  • 40+ hours per week saved on manual follow-up tracking and reminder emails.
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Alexander Mendeluk — The LightForce Center

Quiz-Based Lead Generation & Membership Conversion Funnel

$48 → $7 Trial Entry Model · 155 Stalled Zap Runs Resolved · 2 of 5 Archetypes Live

$7 Trial

Down From $48 Straight-to-Subscription

155 Runs

Stalled Zap Automations Resolved

2 of 5

Audience Archetypes Live

85%

Lower Entry Price

“We went from five disconnected tools and a funnel that treated every visitor the same way, to a personalized quiz journey and a system we can actually see inside of. The archetype pages alone changed how people respond to us.” — Alexander Mendeluk, The LightForce Center

The Business

The LightForce Center runs a quiz-based lead generation and conversion funnel that captures leads, qualifies them through a personality-style quiz, and converts them into a recurring paid membership. The funnel is built around audience archetypes — including Cycle Breaker and LightKeeper, with three more rolling out — each designed to give visitors a personalized results experience, messaging track, and conversion path rather than a single generic funnel.

Before the rebuild

The original system was built across five separate platforms — ScoreApp, ClickFunnels, Zapier, Pipedrive, and a standalone email tool — stitched together with automation workflows. It technically worked, but every visitor landed on the same default results page with no personalization, and was routed straight into a $48/month subscription with no lower-friction entry point. As the funnel scaled, the automation layer became unstable: leads failed to appear in the CRM, email triggers broke, notifications were missed, and Zap runs piled up unresolved — eventually reaching 155 stalled runs. Tracking was limited, leaving little visibility into where users were dropping off or how they were behaving across the funnel.

What we did

  • Diagnosed the automation failures across the stack — traced them to an expired email connection and Zapier dependency bottlenecks — and cleared all 155 stalled Zap runs, restoring reliable CRM sync, email delivery, and notifications.
  • Rebuilt the funnel strategy around five audience archetypes, each with its own dedicated results page, custom messaging, custom CTA, and custom conversion path, replacing the single default results page.
  • Introduced a $7 trial entry point with a two-step checkout, replacing the $48 straight-to-subscription paywall that was creating conversion friction at the top of the funnel.
  • Installed Microsoft Clarity at the domain level for session recordings, heatmaps, and click tracking, so every current and future archetype page is automatically covered without added setup.
  • Began migrating the entire stack off its fragmented five-tool architecture and onto a unified GoHighLevel + n8n system, cutting integration points and laying the infrastructure for an upcoming AI automation layer.
  • Resolved live operational issues surfaced during the transition, including annual-plan tracking and payment/routing verification, to keep the funnel running through the migration.

The results

  • 155 stalled Zap runs cleared and the broken email/CRM connection restored, eliminating the missed leads and notification failures that were undermining the original funnel.
  • Entry pricing restructured from a single $48/month paywall to a $7 trial with two-step checkout, removing the single biggest conversion barrier identified in the original funnel audit.
  • 2 of 5 planned archetypes — Cycle Breaker and LightKeeper — now live with fully personalized results pages, messaging, and conversion paths, with three more archetypes rolling out next.
  • Full funnel and page-level behavioral tracking now in place via Microsoft Clarity, installed once at the domain level so new archetype pages are automatically tracked as they launch.
  • Migration underway from a fragmented five-tool stack to a unified GoHighLevel + n8n architecture, reducing maintenance overhead and setting up the planned AI automation layer.
  • 85% reduction in entry price ($48 → $7), lowering the barrier to first purchase, alongside 40% of planned archetypes (2 of 5) already live with personalized results experiences.

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