Using a web-to-CRM lead form has a variety of benefits, the greatest of which is the ability to streamline the process of moving a lead from the web straight to a sales consultant. The two biggest issues you face when developing a web-to-CRM lead form are (1) getting prospects to fill it out and hit submit and (2) ensuring that the information gathered is organized and simple so that when your sales team gets it, they can act on it right away.

First, consider the information you need most when capturing your lead. What you capture on a lead form can help you route the lead and do an initial assessment prior to contact. In order to route the lead efficiently, include fields requesting the prospect’s location and interest (product category). This is so that when the form is submitted, the information can direct your CRM software to alert the best sales person to handle the lead.

It’s also important to be aware of how much information you request from your lead. Dan Zarella of Hubspot found through research that conversion rates increase drastically when the number of form fields is reduced. A good web-to-CRM lead form is simple and typically only requests the lead’s name, company, contact information, company web address, and an indication as to what product category they are most interested in.

Luckily, a sales consultant doesn’t need much in order to do an initial assessment on the lead before contacting them. With just a name, email address, and company website; you’d be surprised just how much you can find out about your potential lead. And an initial assessment is an important part of the sales process. It helps your sales team know whether the lead is a good fit for your show and determine before hand how to best approach the prospect.

Finally, make sure that your leads are genuine by including Captcha (a program that filters out bots) in order to prevent spam and automatic form submissions. Yes, it will add one more step for your prospect to complete. But if they’re genuinely interested, they won’t mind and it will save your sales team the headache of having to go through junk leads that fill up your CRM. Having someone keep an eye on the records that are automatically added is another way to help your team avoid wasting time on any prospects that may not be seriously interested.

By following these tips, you can create a simple web-to-CRM lead form that not only captures lead information, but also efficiently routes it to the right person on your sales team, thus saving time and streamlining your overall sales process.


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