I've worked with Telecoms World, one of the UK's leading providers of non-geographic 08 and 03 numbers and business telephony, for around two years. What started as ongoing Webflow maintenance has grown into a much wider remit, including a full Figma redesign and Webflow rebuild of their marketing site, replacing the previous platform with a faster, conversion-focused foundation built around their call tracking, call analytics, and business phone number products.
The biggest part of the work is form and script management. As their long-term Webflow developer, I maintain several large front-end scripts that handle dynamic telephone call tracking across the site, capturing UTMs, ad source data, and session context, then pushing structured leads into their CRM through a custom setup involving Cloudflare Workers, Slater-hosted scripts, API verification checks, and HubSpot.
Alongside the build, I handle ongoing improvements: refining CMS structures, resolving layout issues, and extending Webflow with custom scripts and integrations to keep their lead capture, ad tracking, and CRM workflows running smoothly. The result is a fast, technically advanced Webflow marketing website that ties Telecoms World's marketing spend directly to phone-based conversions.
Telecoms World had a marketing site that wasn't pulling its weight. As a business whose revenue depends entirely on phone call conversions — selling 0800, 03, and other non-geographic numbers alongside call tracking and analytics — they were flying blind on attribution. Their old platform offered no dynamic call tracking at all. Marketing spend was effectively a black box: traffic arrived, phone calls happened, but nobody could trace which ad, campaign, or channel generated which lead. That made budget allocation guesswork at a time when every pound of ad spend needed to be accountable.
Beyond the tracking gap, their forms were disconnected from their CRM. Sales teams received unstructured, incomplete lead data with no source context, forcing manual enrichment before any follow-up could begin. The site itself had accumulated years of layout drift, performance degradation, and CMS rigidity that made even simple content updates a developer-dependent bottleneck. They needed more than a redesign. They needed a developer who understood the full marketing-to-conversion pipeline — from ad click to phone ring to CRM record — and could build the technical infrastructure to close that loop.
I started by rebuilding the entire marketing site in Webflow from a new Figma design system, replacing the legacy platform with a fast, component-driven foundation optimised for the full Telecoms World product range. But the real engineering lives in the scripts and integrations. I built a dynamic call tracking system that fires across every page, capturing UTMs, ad source parameters, referrer data, and session context in real time and persisting it across the browsing session. When a visitor submits a form, that full attribution payload travels with them — every number they saw, every source they came from, every touchpoint in their journey.
Behind the scenes, the lead data routes through a custom stack: Cloudflare Workers handle validation and enrichment at the edge, Slater-hosted scripts manage the routing logic and number-swapping decisions, and HubSpot receives structured, enriched lead records via API. The phone number display system is fully dynamic — a Google Ads clicker, an organic search visitor, and a direct-traffic user each see different tracking numbers tied to their source, and the system handles edge cases like cached pages, ad-blocking environments, and session expiry gracefully.
On the CMS side, I restructured their product catalogue with reusable components for each number type (0800, 03, 0845) and call analytics product, built layout templates that cover every content scenario, and set up an editorial workflow that lets the internal team ship new pages and update content without touching code or requiring developer tickets. The entire system — design, CMS, scripts, integrations — is engineered so that ongoing improvements happen through editing, not through rebuilding.
Telecoms World now has direct line-of-sight from ad spend to phone call. Their marketing team can see, with surgical precision, which campaigns, channels, and even individual ad creatives are generating qualified phone leads. Budget conversations that used to be driven by gut feel are now backed by attribution data that ties spend directly to revenue. Money no longer disappears into untracked channels.
The CRM integration means their sales team receives clean, enriched lead records with full attribution context baked in from the moment of form submission. Manual data entry has been eliminated, and follow-up times have dropped because reps know exactly which product a lead engaged with and which campaign brought them in before they even pick up the phone.
On the operations side, the days of developer-dependent content updates are gone. The Telecoms World team manages their product pages, landing pages, and site content directly through Webflow's editor and CMS, while I handle ongoing improvements — layout refinements, new script capabilities, integration maintenance — through a structured retainer. The site loads faster, converts more effectively, and most importantly, closes the gap between marketing investment and business telephony revenue in a way their previous platform never could.
