Use a follow-up page to improve your process

One of my favorite “secret” site pages is my follow-up page. It is built to follow-up with clients after our project has wrapped up. It allows them to voice their feedback + gives me the chance to ask for a testimonial to use when Iput their site in my project portfolio.

Your follow-up page content

Before you make the actual page for your follow-up content, you’ll want to make your form.
I like to use the form plugin I already have in place on my site (Gravity Forms) but you can use your form plugin, TypeForm, JotForm or a similar service.
What types of questions do I like including? a simple combo of super quick to answer (multiple choice) + a longer form answers with text boxes for a few sentences or more.
The quick to answer questions revolve around how likely they are to recommend tiny blue orange, how satisfied they were with the process + project, and if there’s anything they need help with in the next few months.
For the more involved questions, I ask 3 things — what did you like the most about working together, what did you like the least about working together+ what stood out the most to you. That’s it.
Build your follow-up form around questions that will help your business improve it’s services + processes, but don’t be afraid to ask for another sale in the mix. Your clients might not be thinking about who they need to help them with their next project since they’ve got a lot on their minds. remind them that you’re here to help!
Yside from your form content, write a paragraph or two of thank you text + form instructions to include on the page. You’ll also need a confirmation message once your client fills out the form. (A thank you page is a perfect option for this.)

Setting up your follow-up page

Head to Pages > Add New + create your new page. You can use a more creative name than “follow-up” but you certainly don’t have to.
Paste in your thank you/instruction text at the top of the page + then add in your form.
If you are using a plugin, you likely have a shortcode to paste in place where you want your form to appear. Gravity Forms also gives me a handy “Add Form” button at the top of my WYSIWYG editor that makes it easy to grab the form shortcode.
For those using TypeForm or JotForm, you’ll need to get the embed code they provide to embed your form in place.


  1. Click on your form
  2. Select Share from the top tabs
  3. Click Embed in a web page from the left side options
  4. In the Embed code box, click Get the code
  5. Copy the code you are given in the pop-up window
  6. Head to your follow-up page draft + click the Text editor tab
  7. Paste the code that you copied in place + your form will be embedded


  1. Click Edit form for the follow-up form you’ve created
  2. Click the Publish tab at the top of the page
  3. Click Embed from the left side options
  4. Copy the code you are given using the Copy Code button
  5. Head to your follow-up page draft + click the Text editor tab
  6. Paste the code that you copied in place + your form will be embedded

You can connect your follow-up thank you page to your form or use a simple confirmation message. The folks filling out this page are existing/former clients so the strategy behind a thank you page isn’t as important as it is with potential clients.

Using your follow-up page

It depends on your service timeline, but I like to send my follow-up page a few weeks after a project wraps up. That way, the project is still relatively fresh in their minds but they’ve also had time to use the site + get feedback on it from their team.
When a project launches, a reminder is set in our system to email the client with our follow-up email script. We congratulate them again, add in a note about what we enjoyed about the project + ask them to fill out the questionnaire when they have a moment.
If your service has a shorter timeline (site projects typically take a month to develop), it would make more sense to email the follow-up link a week after your work finishes. Or maybe you send it out after your client launches an offering that you helped them create — that would be a great way to get qualitative feedback on how your work helped with sales/conversions.

on your keyboard hit enter to search or esc to close