App Tutorial

Create Salesforce Web to Lead Forms: A Step-by-Step Guide

Jason Gong
App automation expert
Apps used
April 16, 2024

Learn to easily create a Web to Lead form in Salesforce to capture leads directly from your website, including customization and advanced tracking options.

This guide covers everything from basic setup to integrating with marketing attribution tools for deeper insights.

Enhance your lead management by automating Salesforce operations with Bardeen, from capturing leads from emails and LinkedIn to exporting data for analysis.

How to Create Web to Lead Form in Salesforce

Creating a Web to Lead form in Salesforce allows businesses to capture leads directly from their website into the Salesforce CRM. This process is vital for marketers aiming to streamline lead generation and management. Salesforce provides an out-of-the-box solution for creating these forms, making it easier to track lead sources and manage customer journeys.

Automate your Salesforce CRM to enhance efficiency and lead management with Bardeen. Download now.

Salesforce Web to Lead Form

The Salesforce Web to Lead form is a customizable form that can be embedded on your website. When visitors fill out the form, their information is automatically sent to Salesforce and stored as a new lead. This feature supports a variety of data fields, including contact information, website interaction data, and marketing source data. By default, Salesforce captures essential contact details like name, email, phone number, and company name, but you can also add custom fields to gather more specific information.

Web-to-Lead Form Salesforce

To create a Web-to-Lead form in Salesforce, navigate to Setup. In Salesforce Classic, go to Customize > Leads > Web-to-Lead. In Salesforce Lightning, access Setup > Feature Settings > Marketing > Web-to-Lead. Here, you can create a new form by selecting the fields you want to include, deciding on reCAPTCHA inclusion for security, and specifying a return URL. Salesforce will then generate HTML code for the form, which you can embed on your website. You can customize the form's CSS to match your site's design.

Create Web to Lead Form Salesforce

Once the form is live on your site, any submissions will automatically create a lead in Salesforce with the source listed as 'web'. You can further manage these leads by setting up automated email follow-ups or assigning them to sales reps for immediate action. This seamless integration helps in nurturing leads through their customer journey efficiently.

However, it's important to note that while Web-to-Lead forms are powerful, they have limitations. They typically capture only the initial touchpoint of a lead's interaction with your marketing efforts, making it challenging to track the full customer journey or attribute revenue accurately. This generic categorization under 'web' as a lead source might not provide the granularity needed to understand the effectiveness of different marketing channels.

Enhancing Salesforce CRM with Advanced Attribution

To overcome these limitations, integrating Salesforce with a marketing attribution tool like Ruler Analytics can provide deeper insights. Such tools allow you to track all interactions across your website, not just form submissions, including phone calls and live chat engagements. They can attribute leads and sales back to specific marketing channels, campaigns, or even keywords, offering a comprehensive view of what drives conversions and revenue.

Invisible touchpoints, where a lead interacts with your marketing without directly engaging (e.g., seeing an ad but not clicking), can also be accounted for through methods like self-reported attribution or marketing mix modeling (MMM). These approaches help fill the gaps left by traditional Web-to-Lead forms, ensuring you have a full understanding of your marketing's impact.

Check out our guide on automating Salesforce by integrating with other apps for more insights on streamlining your CRM processes.

By leveraging these advanced tools in conjunction with Salesforce's Web-to-Lead forms, businesses can not only capture lead data more effectively but also gain actionable insights into their marketing performance, enabling more informed decision-making and strategy optimization.

Automate Salesforce Workflows with Bardeen for Efficiency

Creating a Web to Lead form in Salesforce is a crucial step in capturing leads directly from your website. While Salesforce provides a straightforward way to set this up manually, automating aspects of your Salesforce CRM can greatly enhance efficiency and lead management. Bardeen offers a range of automation options that can streamline processes such as lead capture, qualification, and data management. Here are a few examples of how you can use Bardeen to automate your Salesforce operations:

  1. Create a Salesforce lead from the currently opened email: This playbook automates the creation of a Salesforce lead by extracting contact information from an open email. It's ideal for quickly capturing lead details without manual data entry.
  2. Create a Salesforce lead from a LinkedIn profile: Automate the process of capturing leads from LinkedIn directly into Salesforce. This playbook is perfect for sales teams looking to streamline their lead generation process from social media profiles.
  3. Export Salesforce Leads to Google Sheets: This workflow facilitates the seamless transfer of leads from Salesforce to a specified Google Sheet, making it easier for teams to manage and analyze lead data in a centralized location.

By incorporating these automations into your workflow, you can save time, reduce manual tasks, and improve your lead management process. Get started by downloading the Bardeen app.

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