How to connect your website form to a CRM
On most websites, the contact form sends an email to a shared inbox. There the enquiry gets mixed up with invoices and newsletters, nobody owns it, and nobody can see whether the customer was called back. When the form writes straight into a CRM, every enquiry becomes a lead with an owner, a deadline and a history.
Why website enquiries get lost
- Nobody owns them. Three colleagues see the email and each one thinks someone else replied.
- The reply comes too late. People who ask for a quote on your site usually ask your competitors too. Whoever calls first has the best chance.
- You don't know where they came from. Without the source you can't tell whether your ad budget brings customers or just visits.
- Nothing is left behind. A month later you can no longer find who asked for what and what they were told.
Which fields to include
Every extra field lowers the number of people who submit the form. For a quote request these are usually enough:
- Name
- Phone — required, if you want to call back
- Email — optional, if you work mostly by phone
- Message — a free field, "What are you interested in?"
You will learn the company, city or budget on the first call. Only put them in the form if you can't answer at all without them.
Below the button, say briefly what you do with the data and link to your website's privacy policy.
Create the form in the CRM
In Intrawebix CRM, forms live in Settings → New leads → Web forms:
- Click New form and give it an Internal name, such as "Quote request — home page".
- Pick the Form language and the Source, so these leads show up separately in reports.
- Under Lead owner, choose the colleague who calls customers back.
- Under Fields, tick what is shown and what is Required.
- In Message after submitting, say what happens next, for example "Thank you! We'll call you within an hour during business hours." Or send visitors to a thank-you page on your site.
- Tick Email the owner about every new lead, so the person knows right away even when they are not in the CRM.
If you have several forms (contact, quote, event sign-up), make one for each: the CRM then shows which one brings the most enquiries.
Put it on your website
On the form's card, click Website code and copy the code. On almost any platform it goes into an HTML block:
- WordPress: the Custom HTML block in the editor.
- Wix: Add → Embed Code → Embed HTML.
- Squarespace: the Code block.
- A site built by a developer: give them the code and tell them which page.
The form adjusts its own height. From the card you can also copy a direct link, for Instagram, Facebook or your email signature.
Along with each enquiry, the code sends where it came from: the page's UTM parameters (such as utm_source=google, utm_campaign=autumn), the page the form was sent from and the site the visitor arrived from. You see them on the lead and can group by them in reports.
Reply fast without watching your inbox
A lead from a form goes through the same path as one entered by hand, so you can give it rules:
- A task right away. In Automations (from the Business plan), a rule for new leads from the form creates the task "Call the customer" due today. The owner sees it among today's activities.
- An SMS confirmation. If you have connected an SMS provider, the same rule can text the customer "We got your request and will call you soon".
- Several people on the phones. Lead assignment hands out enquiries in turn between colleagues, so they don't all land on one person.
When the same customer writes twice
People often submit a form twice, or come back a week later. If you have turned on Uniqueness rules for email or phone on the Duplicates page, no new lead is created. The second enquiry is noted in the history of the existing record and its owner gets a notification. That way everything the customer asked for is in one place.
What to check after a month
- How many enquiries each form brought in — the submission count is on its card.
- How fast they were answered — look at overdue tasks.
- How many enquiries became customers, by source and campaign — the reports (from the Business plan).
If a source brings many enquiries but few sales, the problem is not the form but the audience your ads reach.
Web forms are included in every plan, including the free one (see pricing); try them with every feature in the free 30-day trial.