Forms and lead routing
Every enquiry reaches your CRM as a record with its source and an owner, and that owner is told it has arrived.
We start by listing every way an enquiry can reach you: forms, chat, booking links, quote requests and checkout. Hidden fields then carry the campaign, keyword, landing page and ad click ID into the CRM record. With your head of sales we write the routing rules, by country, company size or service. Job applications, supplier pitches and spam are sent elsewhere before they reach sales.
For Heads of sales, marketing operations leads and founders at B2B companies where web enquiries arrive by email and follow-up depends on who saw it.
You need this when
- 01
Web enquiries sit in a shared inbox until someone happens to open them.
- 02
Your CRM lists most leads as direct or unknown.
- 03
Sales sorts through spam and job applications to find real enquiries.
What’s included.
Form design
Short forms that ask only what routing needs, with clear labels and errors, and a thank-you page that sets the next step.
Source capture
UTM tags, landing page, referrer and the click ID that Google, Microsoft and Meta add to each ad click, stored on the CRM record.
Routing rules
Leads assigned by country, company size, service or in rotation, with an alert to the owner by email or Slack.
Filtering
Spam checks, and separate destinations for job applications, supplier pitches and support requests.
Submission log
Every submission is also stored outside the CRM, in Supabase, so an enquiry can be recovered if the CRM rejects it.
Path testing
A test submission from every form and every traffic source, checked in the CRM before launch.
How it runs.
Forms send to your CRM on staging by week 4 of a site build, or the work runs on a live site as a Sprint of 1–4 weeks.
- 01 · List every entry point
Forms, chat, booking links, quote requests and checkout, with where each one sends data today.
- 02 · Agree the rules
With your head of sales, we decide who gets which lead, the response time you expect, and what goes to support, recruitment or spam.
- 03 · Build and connect
Fields, hidden source fields, CRM properties and workflows are set up on staging.
- 04 · Test every path
We submit from every form with every source and check the record, owner and alert in the CRM.
Deliverables
- Inventory of every form and entry point, with a field map
- CRM properties for source and click IDs
- Documented routing rules
- Owner alerts by email or Slack
- Submission log outside the CRM
- Test record for every form and source
Works with
What buyers ask.
We don’t use HubSpot. Does this still work?
If your CRM accepts records and owner assignments through an API, yes. We check what it supports in week 1 and fit the routing to it.
Won’t longer forms give us better leads?
Not on their own. We ask only what routing needs and add company detail from the email domain where your CRM supports it, so buyers aren’t put off at the last step.
How does this help our ad reporting?
The click IDs stored on each lead let us send CRM stages back to Google, Microsoft and Meta, so campaigns are judged on qualified leads, not form fills. That part sits under measurement and attribution.
Pairs well with
Redirects, tracking, consent, and speed and accessibility checks before go-live.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.