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How Make Helped Turn a 2-hour Task Into a 5-minute One

May 05, 2021 | 5 minutes

For rapidly growing businesses, even the smallest details of a process can add up to make an impact.

Sure, it’s not always easy to spot the potential gains. A process that takes a couple hours may seem perfectly acceptable when you only have to do it once a week.

However, when you find yourself running through the process every day to meet increased demand, that two-hour procedure becomes a waste of time. This kind of situation involving busy work is also one of the earliest signs that you need workflow automation.

Using automation to refine business processes helps growth by creating more time and capacity for teams. And yes, most of the time, the logic behind automation is that simple.

Even the smallest businesses can scale their processes with automation, and reduce the time spent on repetitive, non-rewarding tasks.

In this case study, we’ll show you how a single automation helped Verb - a quickly-growing fitness and wellness company - reclaim several hours each week.

About Verb

Verb is an SMS-based fitness and wellness coaching service that provides one-on-one instruction through their app. The app encourages users to identify their goals and reflect on their progress and struggles each day.

Additionally, Verb users can find coaches through the app and sign up for additional training on the coach’s dedicated page.

This last process represented a challenge for Verb.

Creating these pages manually for each coach was feasible as the company was starting out. But as they began onboarding more coaches, the process started to eat up a significant amount of time each week.

This led to an essential question: Can the web creation process be automated? Let’s take a look at what the Verb team did.

Personalized wellness: Creating a unique page for every Verb coach

Updating a website CMS regularly can be a hassle under any circumstances.

When the task involves creating Stripe products and coordinating with a new team member for every update, it can become a critical hurdle to a company’s growth.

This is the problem that Verb faced.

Because every coach has their own distinct skill set, Verb has to create a profile page for each of them and show their unique qualifications and services. The standard coach page includes:

  • The coach’s bio

  • Offered services

  • A payment integration through Stripe that lets users book and pay for coaching sessions

Before automation kicked in, a series of manual steps were required to create and upload the pages. These were:

  1. A Verb team member interacted with coaches over email until all the text and data for the page was gathered

  2. All the information was then copy pasted into a massive “mother” Google Doc containing the data for every coach

  3. Text was reviewed for errors

  4. The information was then copied from the Google Doc to the Webflow CMS

  5. Stripe products associated with the coach’s services were created

  6. The profile page of the coach was published

Verb was dedicating about two hours every week to the task of gathering information and publishing coach pages.

As a growing company, they knew that the amount of time they spent on this process was only going to increase. Naturally, they needed a solution that would be faster, more scalable, and less prone to error.

With this in mind, Verb reached out to XRay - a certified Make partner - to develop a simpler and more scalable process for creating pages and Stripe products.

Automated web page creation? Custom Stripe integrations? These are things Make can always help with.

About XRay

XRay is an automation consultancy that specializes in building no-code and low-code automations to save time for humans.

The company offers a variety of memberships and automation packages to help businesses of any size build an automated infrastructure.

Their mission is to save a 1bn+ hours of human work by eliminating robotic tasks from their workflows.

After carefully analyzing Verb’s existing workflow, XRay designed and implemented an Make automation to simplify the process and speed things up.

Let’s take a look at it.

Building Web Pages and Stripe Products with a Simple Form

After taking a look at the problem and the tools involved, XRay built an Make automation to compile the content and publish the pages.

This required a series of changes, which allowed to cut down the time spent on the task by 90%.

The first aspect that changed was the data collection method.

Rather than asking for each data over email exchanges, Verb now kicks off the process by sending over a simple Typeform survey to new coaches.

The survey asks each coach for all of the required information, and stores the responses into an Airtable database.

Once a new entry pops up in the database, the Make scenario automatically generates Stripe products and a Webflow page complete with testimonials, tags, and more.

Make also sends automatic notifications to the relevant stakeholders, so everyone can quickly confirm that everything on the page is correct.

Verb’s Make automation leverages an operational database in Airtable to create, read, and edit data. The database also features an activity log, which updates every time the automation runs.

Verb’s team and XRay technicians can easily check the activity log to ensure that the automation is running as intended, or to address any errors as they crop up.

The result speaks for itself: Verb now only spends about five minutes a week making new web pages for their coaches. By eliminating the chance of human error while copying and pasting, the automation also ensures a more reliable output.

Verb has benefitted from over 7.5 hours of time saved during the automation’s first month of use, and it will only save more time as the company scales.

“Verb has been growing fast, and XRay’s Make automation has been a lifesaver. It’s so much faster now to make pages for all of our coaches, and we don’t need to waste time messing around in Webflow or Stripe. It all just happens with one survey.”

- Vincent Miceli, CEO of Verb


Automation isn’t just a tool for enterprise; it’s a vital asset for any entrepreneur or small business owner who’s looking to scale up their company.

By finding the repetitive tasks in workflows, anyone can find opportunities for more meaningful work and focus on building a more successful company.

Happy automating!

Matt Jasinski

Matt Jasinski

Matt Jasinski is the head of content at XRay.Tech, a workflow optimization consultancy that uses automation to support humans, not replace them. Matt manages the XRay YouTube channel and XRay blog, where experts and beginners alike can learn more about XRay's method and pick up some useful automation tips.

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