Getting Setup With Web To Lead In Salesforce

When it comes to creating, reviewing & approaching new business leads – time is always of the essence. The quicker a new lead can be dropped into the appropriate CRM platform, the quicker it can be allocated to a representative and the chances of that lead converting into a new customer grow significantly. Salesforce understand this concept and in recent releases have added functionality such as ‘web to lead’ and ‘web to case’ which both look to get new business leads stored in the correct Salesforce destinations almost instantaneously.

Automatically Create Salesforce Leads Through Online Forms

Web to lead is essentially used to store web forms as leads in Salesforce. Without it active, website submissions are instead usually stored in a list within the website CMS – then they will need someone to manually add those leads into the Salesforce platform, with every minute passing decaying the chances of that lead converting. Instead using web to lead in Salesforce, adds an extra layer of connectivity between user generated web forms & Salesforce. It enables Salesforce to understand and process the website form fields & automatically pulls that data into the leads section of Salesforce, automatically mapping the correct fields to their Salesforce equivalents.

store-web-forms-as-leads-in-salesforceThere are some excellent benefits of configuring web to lead form submissions in Salesforce:

  • Leads aren’t allowed to decay, as they are automatically routed to & visible in the Salesforce Leads interface.
  • You can gain more control over where web leads are automatically routed to, do you want them to be routed to and owned by a specific contact or to sit in a related queue? If someone manually assigns the leads each time, mistakes can easily happen – particularly if that person has time off.
  • Companies save large chunks of time on manual administration, it’s not unusual for large organisations to receive hundreds or thousands of new leads each day. The process of storing web forms as leads in Salesforce is easy if it is automated, if it’s not and the forms have several fields it can easily be a team’s full time job of manually moving the data contained within the web forms into the appropriate fields in Salesforce.

Getting Setup With Salesforce Web To Lead

If you use web forms to collect customer data, then we hope you are already using web to lead. Whilst it is a fantastic piece of functionality there are several web to lead limitations and going one step further in the setup and potentially adding extra functionality can go a long way to helping you convert a higher percentage of your leads generated via web forms. Some of the key items worth thinking about include:

Spam Form Submissions – when configuring web to lead form submissions, make sure no spam is creeping through the net. The last thing your sales team needs it to be wasting valuable sales time contacting incorrect & potentially dangerous phone numbers or emails. Speak to your Salesforce Administrator and see what can be done with adding items like security questions, CAPTCHAs & hidden fields to your current web forms.

Email Auto Replies – usually the designated sales representative is not in a position to reply immediately, this is why an automated reply letting the website user know their submission has been successful is best practice. When using web to lead in Salesforce more thought needs to be given to this element, you may not want the auto reply to come from the designated owner straight away for various reasons. Give this some thought, and ensure a professional auto reply comes from a generic mailbox which is relevant and also makes sense for the user.

Queues Versus Users – A key item to consider when automatically creating salesforce leads from online forms is whether the leads should be routed through to individual Salesforce users or appropriate queues. Usually we advocate that queues are much better for the majority of organisations, especially if the queues have 5 or more individual contacts working on them. This is because there is less room for error, if new web leads are incorrectly routed. With queues you have the further options of setting up additional assignment rules so that leads are routed to the agents most suited or that agents themselves can pull the leads into their individual queues – based their preferences.


If you need any help or are experiencing limitations with your current web to lead setup, feel free to get in touch with us at Ortoo. Our enterprise app Email-to-Anything can be used to add greater functionality to web to lead in Salesforce and works natively within the platform. It also has a whole cast of other features, such as automatic email to case but for any object!


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