Digital Marketing Audit

No5 Referral Form Automation

No5 wanted to help young people find relevant support and give its team better structured information when someone requested counselling. We created two distinct website journeys, including referral automation that connects the online form with Lamplight CRM.

No5 Referral Form Automation

Two clearer routes to support

Guided signposting

A questionnaire helps young people explore resources based on their age, location and what they are experiencing.

Structured referrals

A dedicated counselling form supports referrals from young people, parents or carers, and professionals.

CRM integration

A custom WordPress integration maps counselling referral information into Lamplight CRM.

Making the next step easier

When a young person is looking for mental health support, knowing where to begin can be difficult. No5 wanted to make that first step clearer while improving how its team received the information needed for counselling referrals.

The project addressed two different needs: digital signposting through Looking for Direction, and referral automation that moves online counselling information into Lamplight CRM. Each journey needed a clear purpose and information that would be useful at the next stage.

Our role was to turn those needs into practical website tools, combining guided forms, structured content and a custom WordPress integration.

Digital signposting shaped around young people

Looking for Direction grew from No5’s work with local young people to understand the barriers they faced when seeking help. Their involvement shaped a digital signposting tool built around their questions and circumstances.

Rather than presenting an undifferentiated list of organisations, the journey begins with a guided questionnaire. It asks about what the person is experiencing, alongside details such as age and location, to help identify relevant information.

The aim is straightforward: give young people a more manageable starting point for exploring the support available to them.

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Turning answers into relevant resources

We used Gravity Forms to create a multi-step questionnaire, with conditional questions that adapt the route through the form. A custom WordPress plugin connects the answers with categorised and tagged resources.

Results can bring together local services, telephone support, videos and articles. Map-based listings help people explore local options, while a feedback form gives them a way to share their experience.

This is a signposting journey, not an automated decision about care. It helps people find information and services to explore, while No5 remains responsible for the support information behind it.

A clearer route into counselling

Counselling referrals serve a different purpose. No5 needs structured information that its team can use when considering a request for support.

The referral form recognises that the person completing it may be a young person, a parent or carer, or a professional. Its staged journey gathers the relevant details, including consent and contact information, before allowing the person to review their responses.

Keeping referral and signposting journeys distinct makes the purpose of each interaction clearer. Finding a useful resource and asking No5 for counselling are different actions, and the website supports both.

Automating counselling referrals into Lamplight CRM

We built a custom WordPress plugin to map information from the counselling referral form into Lamplight, the charity CRM used by No5. The integration gives submitted information a defined route into the operational system used by the team.

The mapping is explicit: each relevant website field is connected to its corresponding field in Lamplight. Future changes can therefore be reviewed across the form, CRM and integration logic together.

The automation supports the movement of information. Decisions about counselling and the support a young person receives remain with No5’s team.

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People-led support, connected by automation

Together, the two journeys help No5 meet different needs: guiding young people towards relevant resources and bringing counselling referral information into its CRM.

The work shows how a charity website can support service delivery as well as present information. Clear journeys, structured data and carefully scoped automation make the process easier to follow without removing people from important decisions.

For charities exploring AI and automation, that foundation matters. Reliable forms, explicit mappings and well-governed content create better conditions for future innovation than adding technology without a clear service need.

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