# Gaia Learning: a branching HubSpot enquiry form and the CRM flows behind it

Source: https://emberoot.com/work/gaia-learning-hubspot-enquiry-form/

> Founder work at Gaia Learning: one HubSpot enquiry form that asks parents and schools different questions, feeding CRM workflows, email segments and a paid membership.

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The opening questions; the role question decides which branch follows

Before Emberoot, our founder Sarang Kasar worked in-house at Gaia Learning, a UK online alternative provision for SEND and neurodivergent learners aged 7 to 16. He rebuilt its enquiry form as one branching HubSpot form and wired the CRM, email and membership flows behind it. This page records that work as it stood on 1 November 2026.

- **Organisation:**  Gaia Learning, Manchester (EdTech)
- **Role:**  Marketing and Sales Operations Coordinator, then Project Coordinator (in-house, October 2024 to June 2025), after a part-time membership and course role from July 2024
- **Live at:**  [gaialearning.co.uk/enquiry](https://www.gaialearning.co.uk/enquiry)
- **Tools:**  HubSpot (forms, CRM, workflows, email), Zapier, Google Analytics, Hotjar, Figma, Trello

## The challenge

Gaia hears from very different people: parents whose child is out of school, school staff such as SENCos and safeguarding leads, multi-academy trusts, local authorities and charities. Gaia wanted each enquiry to carry more detail, so the team could understand what families and schools needed before the first call, and so marketing could see which channels brought people in.

## What Sarang built

### One form that changes with the person filling it in

Everyone answers the same opening questions: name, phone, email, country, and “What best describes your role or relationship?”. That answer decides what comes next.

- **Parents and guardians**  are asked how many learners they are enquiring about, their names and ages, their situation (considering deregistering, home schooled, enrolled but not attending, needs support alongside school, supported by the local authority through EOTAS, or other), whether the child is neurodivergent and which conditions apply (ADHD, autism, PDA, dyspraxia, dyscalculia, dysgraphia, dyslexia, Tourette syndrome, anxiety, other), and whether the learner has an EHCP.
- **School, trust and local authority staff**  are asked for the organisation’s name and website, their role (21 options, from SENCo and DSL to head of school), the organisation type, its local authority (from a list of about 550 councils), county and country, how many learners they are considering and whether those learners have an EHCP or IDP. These answers are saved to the HubSpot company record as well as the contact.
- **Charities**  see only the common questions.
- Everyone is asked how they heard about Gaia (referral from a local authority, school or family, Google Ads, Google search, LinkedIn, Facebook or Instagram, events, email, or a free course), then the learner’s age, an optional marketing opt-in tied to a HubSpot subscription type, and reCAPTCHA.

The enquiry page before a role is chosen

Choosing Guardian/Parent opens the questions about the learner

Choosing a school, trust or local authority role opens the organisation questions

### The CRM and email work behind it

- Reworked the HubSpot automation and workflows that manage incoming enquiries, lead qualification and deals, making the team’s KPI recording easier and clearer.
- Tracked leads, cost per lead and conversions across HubSpot, Google Analytics and Excel, using the lead source question to compare channels.
- Automated lead capture with Zapier.
- Set up a weekly email campaign, then segmented the audience by category so each group received emails written for it.
- Launched a new paid membership product, with its subscription sign-up and follow-up flows in HubSpot.
- The same form also runs on the free learner pack and online tuition pages, so those routes feed the same CRM properties.

## The result

From Sarang’s own role records at Gaia:

- About 10 more conversions a month from the same number of visitors after the website and enquiry form changes.
- Qualified lead conversion up 12% after the qualification workflows were reworked.
- New customer acquisitions up 25% from email marketing and outreach.
- The paid membership grew to 20% of monthly recurring revenue.
- Organic traffic up 40% over six months from the SEO content strategy he built alongside this work.

With these answers on the record, the team can open a conversation already knowing who is asking, about which learner or school, and where they found Gaia.

This was in-house work for Gaia Learning, not an Emberoot client project. We show it because it is the same kind of work we now do for clients: forms that ask the right questions, and a CRM that acts on the answers.

[Talk to us about your forms and CRM](/contact/#call)