Salesforce’s Web-to-Lead Forms: A Complete Guide

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Salesforce’s web-to-lead forms are an easy-to-use solution for marketers to monitor the source of leads. But are they sufficient? We look at the shortcomings of web-to-lead forms and suggest ways you can bridge the gap.

Nine out of ten marketers agree they consider lead generation their top objective. It’s not a surprise why. For B2B businesses, creating leads is part of the job description for marketing professionals.

We found that the majority of marketing professionals used forms to convert leads. However, 36% needed help to track them accurately.

While web-to-lead forms can be a part of the process to help marketers better monitor their lead conversion, they can only go to a certain extent.

If 60% of marketers believe they would like more accurate data to enhance their marketing results, It’s evident that something has to be done to help marketers in making an impact.

This blog will take a look at the following:

  • What are web-to-lead forms in Salesforce?
  • How do you create Salesforce web-to-lead forms?
  • What kind of data does Salesforce web-to-lead form record?
  • Why web-to-lead forms can’t be enough
  • How do you fill the void within your Salesforce CRM

So, let’s get started!

What are web-to-lead form types in Salesforce?

Web-to-lead can be a technique that you can incorporate into your forms on your website that allows marketers to push forms submitted on their websites to Salesforce CRM automatically. 

They automatically collect visitor data and then store it directly in Salesforce.

By default, Salesforce gives the lead sources listed below.

  • Web
  • Phone Enquiry
  • Partner Referral
  • Partner
  • Public Relations
  • Trade Show
  • Word of Mouth
  • Employee Referral
  • Purchased List
  • Other

The web-to-lead form on your site automatically assigns their leads to the category ‘web.

While you could develop new lead source types on your selection, they will not be accurately assigned to Salesforce. You’d require integrating Salesforce with an appropriate attribution software to obtain a precise lead source.

How do you create a Salesforce web-to-lead form?

It is easy to create Salesforce web-to-lead forms.

Head to Setup and Customise Leads for Salesforce Classic, followed by Web-to-Lead. If you’re using Salesforce Lightning, go to Setup Features Settings, Marketing, and Web-to-Lead.


Web to Lead Salesforce configuration

  • Click on Create Web-to-Lead Form
  • Choose the fields you wish to add to the form. Then decide whether you would like to add the reCAPTCHA
  • Include your return URL
  • Select Generate


After you’ve completed that, you’ll see a tiny bit of HTML code.

Paste the HTML code on your site. Be aware that you can edit the CSS code of this page in case you want to.

After this has been completed, when a user fills out an online form and creates a lead record, it can be made in Salesforce using the lead source “web”.

From there, you can then send automated emails to follow-up with customers through Salesforce to help them along their journey with customers or send direct to sales representatives to conclude.

What data do Salesforce web-to-lead forms record?

Web-to-lead is a method that lets Salesforce import data from your forms on the web in your Salesforce.

In this way, it can record any information you require to. It is possible to view a complete set of lead fields that are available inside Salesforce here.

Remember that if you need to monitor specific fields that Salesforce doesn’t have yet, You can make new ones. 

Additionally, your lead-to-web forms will be automatically attributed to the ‘web’. Continue reading to find out how to obtain more information about your source of leads.

Why web-to-lead forms can’t be enough

We’re not saying that having the ability to push your leads from your site into your Salesforce CRM is an excellent move.

However, a few essential issues arise when considering how the web-to-lead operates. Let’s look at these by one:

Web as a primary source needs to be more.

In a world where marketers use thirteen different channels to distribute their content, putting all lead forms on the ‘web is pretty simplistic.

You shouldn’t consider natural Google, PPC and email marketing as a single source. Many different campaigns are in play, with various budgets, timeframes, and more.

Although the default for web-to-lead is we will provide you with an idea of your site’s effectiveness overall, you need help identifying what’s working.

The lead source is just one of the points of contact

The term “web” is too general to comprehend. Even if you could obtain more precise information, web-to-lead only allows you to see that one point of contact.

Let’s look at an example.

Laura visited your site for the first time via a PPC advertisement. She then leaves without making any other move.


[image: Source]

Then, a few days later, she returned with the paid Facebook advertisement. She doesn’t convert and then leaves the website.

After that, she arrives at your site through an organic search. In this instance, she turns to a lead by entering a form.

Let’s assume that for the sake of argument, you could provide more information about the source of her lead than the web. In Salesforce, you’d instead consider the source of the lead as organic; however, is this providing you with the complete story?


If you only think this way, you need to include the impact of two paid-for campaigns on Laura’s consumer journey.

monitoring the customer journey of Sara in the ruler’s analytics


[Image: Source]

Leads aren’t a guarantee of revenue.

It is essential to monitor leads; however, while leads can indicate marketing’s success, they aren’t guaranteed sales or revenue.

While web-to-lead gives you an accurate picture of your lead’s success, your information is isolated.

Consider it this way.

Visitors from outside the country visit your site and interact with your website’s content and pages. If they purchase your CRM, however, all information from your website remains in the privacy of your website.

So, when you attempt to record the revenue you have closed, you’re in a position of loss as you cannot access that information.

If you’re not collecting the revenue data, you’re blind to marketing. You’re setting up live and optimizing campaigns on less relevant metrics, such as leads volume and clicks.

How do you fill the gap within your Salesforce CRM?

How do you go beyond the data from lead to web? Marketing attributing. It’s the most efficient method to understand the impact your marketing has on your business’s bottom line.

Focus on something other than optimizing your marketing based on metrics that don’t make a difference.

Using a tool for accurate marketing attribution, you can determine which campaigns, channels or ads, and keywords affect your revenue.

Utilize a tool; with this installed, you can see the anonymous data from the websites we mentioned earlier.

Here’s how it works.

Visitors who are anonymously visiting your site. First-party cookies determine what pages they view, and what content they are exposed to influences their session.

Each time users visit, the tool collects and stores this data from a single user.

If a user converts, forms or chats with a live, the tool can transfer all the marketing information that they have on them to your CRM. In addition, you’ll be able to see their complete user journey in the tool report.


[Image: Source]

Customers’ journey with you will grow When they continue interacting with you regularly. Then, when they have closed with an order, the tool scrapes the information about revenue entered into Salesforce and forwards it to the appropriate marketing tools.

You can transmit closed sales data to applications such as Google Analytics, Facebook Business Manager, Google Ads and many more.

The data will be precisely attributable to the appropriate channels, such as ads, campaigns, and keywords, allowing you to know exactly what income each has brought.

More than just web-to-lead information in Salesforce

Do you want to gain greater insight into the effectiveness of your marketing? You’re finding that web-to-lead needs more news?

Although it’s a well-known method to capture leads and send them to Salesforce, you must include important information when you integrate a tool such as Ruler Analytics into your toolbox to understand your entire customer journey and analyze closed sales against campaigns, channels, and keywords.

Web-To-Lead Form FAQs

Q1. Can I use multiple lead forms for the web in Salesforce?
Yes, you can have multiple lead-to-webforms from different sites or landing pages, each leading to Salesforce, and then either record that lead’s source or affix it with a specific campaign.

Q2. Where can I locate my salesforce web to lead code?
To set up your web-to-lead code, You must create your form. It can be done via Configuration > Customize> Leads > Web to Lead or via Configuration > Feature settings > Marketing> Web-to-Lead based on the features you have set up on your Salesforce account.

Q.3 What is the web-to-case help sales force?
Web-to-Case is a new Salesforce feature that lets you get customer support requests directly from your website and automatically create up to 5,000 cases daily. The cases can be directed to your staff to respond to customers quicker.

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