Running a business on your own can feel like a juggling act. When I first started my digital-marketing journey, I spent hours every week trying to capture new leads: manually answering enquiries, piecing together form responses, and sending the same resource over and over. It wasn’t sustainable. That’s why I built a simple automation stack that turns strangers into warm leads without me lifting a finger. In this guide, I’ll show you how to set up an automated top-of-funnel lead-generation system using Make.com, Tally.so, and Airtable — the same blueprint I use in my own business. We’ll also use AI to personalise the free resource you deliver so that your leads feel like you built it just for them.
Why Automate Top-of-Funnel Lead Generation?
Studies show that quickly responding to a lead can improve conversions by 391%. Automation isn’t just a nice-to-have; it removes friction from the first interaction and makes sure leads don’t go cold while you’re busy with client work. Nearly 80% of marketers rely on lead-generation automation tools, and 77% of B2B teams report higher conversions after switching to automation. Top-of-funnel content matters too: user-generated material can boost a website’s conversion rate by up to 200%.
Step 1: Define Your Lead Magnet
Top-of-funnel (TOFU) leads are people who are just discovering you. To collect their details, you need a compelling lead magnet. Lead magnets work because they exchange something valuable (like a template or cheatsheet) for a visitor’s email address; they can also help you segment your audience based on interest.
Examples:
- Automation checklist – a one-page PDF with the first five tasks every solopreneur should automate.
- AI-generated action plan – a personalised report created by AI that outlines the next steps for the visitor’s niche.
- Template pack – a zipped folder containing a Tally form template, Airtable base, and Make.com scenario for a particular industry (e.g., coaches, designers, consultants).
For this walkthrough, we’ll build an AI-generated action plan because it shows off the power of AI and encourages deeper interaction.
Step 2: Build Your Capture Form in Tally.so
Tally.so is a free form builder that lets you create unlimited forms with conditional logic — perfect for solopreneurs. Build a form that captures:
- Name and email
- Business type / industry (drop-down list to segment leads)
- Primary goal or biggest challenge (optional text field)
Steps:
- Sign up at Tally.so and click “Create New Form.” Use a clear title like “Get your AI-powered business automation roadmap.”
- Add fields for Name, Email, Industry, and Goal.
- In the Thank-You Page settings, select “Redirect to URL” to send leads to a custom confirmation page with next steps.
- Enable Email Notifications if you want, though we’ll automate notifications in Make.com.
- Publish the form and copy the Form ID or URL for Make.com.
💡 Tip: Make sure the form clearly explains what visitors will get after submitting.
Step 3: Create an Airtable Base to Store Leads
Airtable is a flexible database that looks like a spreadsheet but acts like a CRM. Set up a base called “Lead Capture.” Add these fields:
- Name
- Industry
- Goal
- Report Link
- Date Created
This base holds every lead and lets you track who downloads the report, who opens your emails, and who converts.
Step 4: Set Up Your AI Prompt and Report Template
We’ll use OpenRouter (or ChatGPT via API) to generate a personalised 1–2 page action plan. Here’s a simple prompt:
“You are an AI business coach. Using the following information, create a concise action plan (350–500 words) for a solopreneur. Mention three specific tasks they should automate first and suggest tools. Information: Industry = {{Industry}}; Goal = {{Goal}}.”
You can refine this prompt over time. Store it in Notion or directly in your Make scenario. Also, prepare a Google Docs template or PDF where the generated text will be inserted.
Step 5: Connect Everything in Make.com
Now let’s connect the dots with Make.com:
- Trigger – Watch Tally Form Responses: Select your form in Make.com.
- Action – Create Record in Airtable: Map Tally fields to Airtable columns.
- Action – Generate AI Report: Call OpenRouter’s API with the customised prompt.
- Action – Create Google Doc (optional): Insert AI text into a doc or export as PDF.
- Action – Update Airtable: Add the doc link to the lead’s record.
- Action – Send Email via Gmail: Deliver the report instantly with a personalised email.
- Optional – Internal Notification: Use Slack or Telegram to notify yourself when a new lead arrives.
This ensures every lead receives their plan within seconds.
Step 6: Promote Your Funnel
Automation captures leads, but you still need traffic. Try:
- Content marketing: Publish blog posts or LinkedIn articles targeting long-tail keywords like “automate lead generation for solopreneurs.” See our related post: Top 10 AI Tools for Solo Entrepreneurs in 2025.
- User-generated content: Share testimonials or examples of how your AI plan helped someone.
- Social ads: Run small ads on LinkedIn or Facebook offering the AI plan as a free resource.
- Partnerships: Collaborate with complementary tools (like Tally or Airtable) for cross-promotion.
Step 7: Measure and Improve
In Airtable, create views or charts to track:
- New leads per week
- Conversion from sign-up to report download
- Clicks and replies from follow-up emails
- Industries that convert best
Use Make.com to send yourself weekly performance reports automatically. For a deeper dive into reporting automation.
FAQs
What’s the best free automation tool for beginners?
Make.com offers a free plan that’s enough to get started. Tally.so is also free and unlimited, which makes it ideal for lead capture.
Can I use Google Sheets instead of Airtable?
Yes. While Airtable offers more CRM-like features, Google Sheets can work just fine for smaller setups. You can connect Sheets to Make.com in the same way.
How fast should I deliver my lead magnet?
Instantly. Studies show responding within the first minute can increase conversion rates by nearly 4x.
Do I need coding skills to do this?
No. Make.com uses a drag-and-drop editor, and tools like Tally and Airtable are beginner-friendly.
How do I scale this system later?
You can add more complexity over time, such as multi-step nurture email sequences, integrations with CRMs like HubSpot, or automated SMS follow-ups.
Conclusion
Automating lead generation isn’t about losing the personal touch. It’s about making sure no potential client slips through the cracks. By combining Tally.so, Make.com, Airtable, and AI, you can deliver a personalised experience at the very first interaction. This system saves you hours every week, positions you as an expert, and keeps your pipeline full.
👉 Ready to try it for yourself? Grab the Automation Starter Kit to access plug-and-play templates and bring your solopreneur business into the AI-powered era.