I discovered something this week that changed how I’m thinking about SEO, LLM traffic, and Directories... yes I said it... good old directories. Now before it sounds like I jumped in a time machine here... let me explain, and I'll work my way to the point. First some context: I created a property in the personal injury space with a friend who's an attorney. We built the site lasta few months back, plugged into Juiced for lead distribution and the plan was simply to drive traffic, send him some leads and sell leads that he doesn't want, then maybe scale. Then the summer hit. Then I got busy with a million things with LeadCapture, and he got busy with well... being a lawyer. And we barely touched it (hoping to pick back up one of these days)... ... anyway, now to where it gets interesting. The site includes a directory (I'll explain why this matters in a moment). It's full of local firms and attorneys and pretty basic, but structured and setup to rank in Google. A few weeks ago I opened GSC and noticed a ton of impressions and some traffic. "wow... interesting signal.." I thought. So spent a few hours optimizing the directory pages, the site, etc... thinking that everything I was doing was just for SEO. Got busy, then a lead came in last night.... ... from ChatGPT of all places. Not the best lead... but a lead. Another signal. So I took another look at GSC and realized something that's kind of blowing my mind... My first assumption was pretty simple: SEO is starting to work, Google is sending traffic, and ChatGPT must have picked up the site somewhere along the way. But when I dug into the Search Console data, I noticed something much more interesting. A meaningful chunk of the search activity looked less like normal human searches and more like AI assistants trying to verify information. Very specific queries. Names combined with exact pieces of business information. The kind of searches you could imagine an AI system making when it wants to confirm a fact before answering someone.

Saw this ad from Rocket, using debt consolidation calculator. Just wanted to share an example since LeadCapture now supports these types of funnels

Get ready: our MCP server is coming. It should be ready next week, and I’ll be sharing a lot more about what it can actually do. But int his long post, I want to share some thoughts on MCP and where everything is getting. We’ve been getting more and more requests for MCP support, and it’s kind of crazy to think about how quickly this shift has happened. A year ago, the idea that an AI agent could just go into your software and do the work for you, without you ever logging into the UI still felt pretty futuristic. Now, I think it’s one of the biggest changes coming to SaaS. Software companies are already seeing it affect things like per-seat pricing. If an agent is doing the work, does every human still need a seat? When people first started asking me for a LeadCapture MCP server, my reaction was basically: Why? We’re already building AI directly into LeadCapture. Our Copilot can create things, make changes, analyze funnels, etc. Sometimes it screws up, but its' getting better. But then it clicked. Forcing everyone to use our AI inside our UI is actually counter to where things are going. I think we’re going to end up with two groups of people: People who want to log into software, click around, and have a UI. And people who want to tell Claude, Codex, or whatever agent they use what they want done, and have the agent go do it. And maybe even people in between, like me.. .who like options. We need to support both. So we started looking into what it would take to expose LeadCapture through MCP. And there was a pretty big silver lining from all the work we’ve already done on Copilot: We were probably 90% of the way there without realizing it. The hard part wasn’t really “building an MCP server.” Forms and funnels look simple from the outside, but users make an unbelievable number of tiny customizations: visibility rules, integrations, validation, tracking, routing, styling, field behavior, and hundreds of other little things we’ve added over the years. Then there's security, uptime, etc.

Capturing the lead is only half the challenge. The other side is everything that comes after. getting the lead on the phone, etc. Unfortunately, most clients and buyer SUCK and getting in touch with leads. And I think that's why one of the biggest problems/pain points that has surfaced over the last few years has been around launching features to make follow-up easier. We started down this road well over a year ago but slowly worked on it nights and weekends before finally figuring it all out. Now we're one step closer to cracking the speed to lead problem with AI. Given the architecture to make this work and to prevent cluttering the LeadCapture platform with even more stuff, we spun it up under a separate platform. Announcement is coming sometime in September.

What’s the best way to add a mortgage calculator to a landing page? Is this something we should embed? Is there a way to add it to the form?