How to Embed a Web-to-Lead Form in CrmLeaf
All editions. Core feature - no add-on required. Capturing leads from Meta Lead Ads or Calendly instead uses separate add-on modules.
Availability: All editions. Core feature - no add-on required. Capturing leads from Meta Lead Ads or Calendly instead uses separate add-on modules.
Overview
The web-to-lead form is a public, hosted form you can place on any website so enquiries arrive directly in CrmLeaf instead of an inbox. Each submission creates a lead contact and a deal together, at the first stage of the pipeline the form points to. The form supports reCAPTCHA, email de-duplication, product selection, your custom fields and two display options, so you can match it to the page it sits on.
How It Works
Each form is hosted by CrmLeaf at a URL that identifies your company and the target pipeline. You place that URL on your website; a visitor completes the form and the record is created in your account.
Choose the pipeline → Configure the form → Publish the hosted URL → Submission creates lead and deal → Agent follows up
- The hosted form follows the pattern
/lead-form/{companyHash}/{pipelineId}, so the URL itself determines which company and which pipeline the submission belongs to. - A submission creates a Lead Contact and a Deal together. The deal is placed at the first stage of the selected pipeline.
- reCAPTCHA can be enabled to reduce automated submissions.
- Email de-duplication can prevent a second lead being created for an address that already exists.
- Product selection lets the visitor indicate what they are interested in, and those products arrive on the deal.
- Custom fields defined for leads can be collected on the form.
- Display options are appended to the URL as query parameters:
?with_logo=controls whether your logo is shown, and?styled=controls whether CrmLeaf styling is applied.
Who Can Use This Feature?
Administrator
- Configure the form and its options.
- Choose the pipeline that receives submissions.
- Enable reCAPTCHA and email de-duplication.
- Select which products and custom fields appear.
- Publish the hosted URL to the website team.
This functionality is available only to Administrators.
Prerequisites
- Administrator access to the account.
- A configured pipeline whose first stage is a genuine intake stage.
- Lead custom fields created, if the form must collect them.
- Products in the catalogue, if visitors are to select products.
- Access to your website, or a colleague who can place the link or embed.
For Administrators
Step 1: Prepare the receiving pipeline
What to do: Confirm which pipeline should receive website enquiries and check that its first stage is an intake stage. Every submission arrives there, so a first stage that implies qualification already happened will distort your reporting.
What to verify: The pipeline's first stage is the one you want new website enquiries to land in.
Step 2: Decide what the form must collect
What to do: Create any lead custom fields you need before generating the form, and decide whether visitors should select products. Keep the form short: every additional field reduces completions.
What to verify: Your custom fields and the intended products are available as form options.
Step 3: Turn on reCAPTCHA and email de-duplication
What to do: Enable reCAPTCHA to reduce automated submissions, and enable email de-duplication so a returning visitor does not create a second lead record for the same address.
What to verify: Open the public form and confirm the reCAPTCHA challenge appears. Submit a test entry twice with the same email address and confirm the de-duplication behaves as you configured it.
Step 4: Set the display options on the URL
What to do: Append the display query parameters to the hosted URL. Use ?with_logo= to control whether your logo is shown, and ?styled= to control whether CrmLeaf styling is applied. Turn styling off when you are embedding the form inside a page that already has its own design.
What to verify: Open the URL with your chosen parameters and confirm the form looks correct on the page where it will live.
Step 5: Publish the form on your website
What to do: Give the final hosted URL to your website team to link to or embed. Use a different URL per pipeline where you run separate processes, such as one per product line or region.
What to verify: The form loads on the live page and is reachable from the navigation or campaign link you intend to use.
Step 6: Test end to end, then assign ownership
What to do: Submit a real test enquiry from the published page. Confirm the lead contact and its deal were created, that the deal is at the first stage, that any selected products are present, and that the custom field values arrived. Then agree with your sales team who picks up new submissions and by when.
What to verify: The test deal appears on the lead board in the first column of the intended pipeline.
Expected Result
The public form is reachable at its hosted URL and embedded on your website. Each submission creates a lead contact and a deal at the first stage of the selected pipeline, with the chosen products and custom field values recorded.
Why This Matters for Service Organisations
Most enquiries to a service firm arrive from a page describing one specific service, and they arrive unqualified. If they land in a shared mailbox, the firm loses both the routing information the page already implied and the qualification data that would make the first call a scoping conversation rather than an introduction.
How It Supports Professional Services
- Because the pipeline is part of the form URL, a firm can publish one form per service line — an audit enquiry to the advisory pipeline, an implementation enquiry to the delivery pipeline — so routing happens at capture instead of by manual sorting.
- Each submission creates the lead contact and a deal together at the first stage, so an enquiry enters the pursuit review the same day it arrives.
- Custom fields let the form collect the qualification detail a service organisation needs up front, such as indicative timeline or engagement type, so the first conversation starts from the requirement.
- Product selection lets the visitor indicate which defined service item they are asking about, and that arrives on the deal.
- Email de-duplication reduces the risk of an existing client being recorded twice when they enquire about a second engagement.
Typical Service Workflow
Enquiry → Lead → Deal → Client → Project → Billing
This is the automated entry point to the sequence: the form genuinely creates both records without anyone touching them. Everything downstream — qualification, the proposal, the Client record and the delivery project — is worked by the organisation.
Other Product-Type Use Cases
The same hosted form captures product enquiries for a manufacturer, site enquiries for a solar or construction business, and general contact requests for any business that would rather have enquiries in a pipeline than an inbox.
Related PSA Capabilities
- How to Configure Pipelines and Stages — decides where each service line's enquiries land.
- How to Manage Follow-Ups and Reminders — how a new enquiry stays on someone's day.
- How to Manage GDPR Consent for Leads — consent handling for data collected on a public page.
- How to Create and Use Custom Fields — carries the qualification questions onto the form.
Important Notes
- Menu names and their position can differ between product editions and can be customised for your account, so your sidebar may not match these paths exactly. Use Search or your Quick Access items if you cannot find a screen.
- The form URL identifies both your company and the target pipeline. If you change which pipeline should receive enquiries, you must replace the URL on your website.
- The form is public. Do not use it to collect information you would not want submitted by an anonymous visitor, and enable reCAPTCHA before publishing.
- Where you collect personal data through a public form, confirm your consent handling meets the privacy rules that apply to you. CrmLeaf provides public consent pages with Administrator approval for this purpose.
- Email de-duplication works on the email address. A visitor using a different address will still create a new lead.
Common Scenarios
Example: one form per product line. A company sells two product lines with different sales processes. The Administrator publishes two forms, each pointing at its own pipeline, so enquiries are routed to the right process at the point of capture rather than being sorted manually afterwards.
Example: an unstyled embed. A marketing team embeds the form inside an existing landing page. They set the styling parameter off and the logo parameter off so the form inherits the page design instead of introducing a second visual style.
Troubleshooting
| Issue | Possible Cause | Resolution |
|---|---|---|
| Submissions arrive in the wrong pipeline. | The published URL references a different pipeline identifier. | Generate the URL for the intended pipeline and replace the link on your website. |
| New deals appear in an unexpected stage. | Submissions always arrive at the pipeline's first stage, and that stage is not the one you expected. | Reorder the pipeline's stages so the intake stage is first. |
| A returning visitor created a duplicate lead. | Email de-duplication is not enabled, or the visitor used a different email address. | Enable email de-duplication and merge or remove the duplicate according to your internal process. |
| Automated submissions are filling the pipeline. | reCAPTCHA is not enabled on the form. | Enable reCAPTCHA and republish the form. |
| A custom field value is missing on the created lead. | The custom field was not selected for inclusion on the form. | Add the field to the form configuration and test again. |
| The form does not match the website design. | The styling and logo display parameters are not set as intended. | Adjust the ?with_logo= and ?styled= parameters on the published URL. |
Frequently Asked Questions
Does a submission create a deal as well as a lead?
Yes. Each submission creates a lead contact and a deal together, and the deal is placed at the first stage of the selected pipeline.
Can one form feed more than one pipeline?
No. The pipeline is part of the form URL, so publish one form per pipeline.
Can visitors choose what they are interested in?
Yes. Product selection can be enabled, and the selected products arrive on the created deal.
Does the visitor need a CrmLeaf login?
No. The form is a public hosted page and requires no login.
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