Capture via Click: How to Make the Most of Your Web Leads With Online Forms / Marketing Strategy / Last Modified: February 22, 2017

Web leads can instantly hook site visitors into your marketing. We'll go over how to add forms to your site and what you can do from there.

Your small business website isn’t just a way to promote your service on the web.

It also gives you the chance to streamline your sales and marketing process.

By adding a form to your website, you can capture leads automatically. Customers can submit their information to subscribe to your mailing list or request a callback from a salesperson.

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Leads can be a vital part of your online marketing. By integrating forms from your CRM or email marketing software, you can send leads directly to these programs, rather than clog up your inbox. In this guide, we'll show you to automatically send leads to Insightly CRM and Mailchimp’s email marketing software.  The steps we follow should be similar for other CRM and email marketing programs as well.

What is a CRM?

A Customer Relationship Management (CRM) system is essentially an advanced contact book that helps you manage your leads and potential sales. What a CRM does is consolidate all the information you have about a lead, including their contact details, social media profiles, email correspondence, notes, upcoming appointments, past appointments and more. This helps keep sales teams organized, since everybody shares this information.

Additionally task management and sales-tracking tools helps teams divide up work, manage deadlines and forecast earnings.

CRMs become an especially powerful tool when they’re linked with your business website. By including a contact form on your website, you can enable visitors to request a callback from a salesperson. This form gets automatically sent to your CRM, so your whole sales team can be immediately notified and whoever is available can make the call. What’s more is the visitor automatically gets added as a new lead or contact. By removing the step of manually transferring leads, you ensure nobody slips through the cracks.

In this guide, we’ll be using Insightly CRM as an example. The following steps should easily be applied towards any web-based CRM, however.

How to Add an Insightly Form to Your Site

Most web-based CRMs let you create a web form that automatically adds a new lead or contact when a visitor fills it out and clicks “submit.” Typically, you’ll design the form under system settings, and your CRM will give you HTML code to copy and paste onto your website.

Insightly lets you create web forms under “System Settings” and “Web to Contact” on the left hand menu. Under “Create HTML For Your Website” you can design the form by choosing which data fields you want - i.e. “First Name,” “Last Name,” “Email Address.” Once you’re finished, copy the code that appears in the box below.

Insightly form

Next, log into your website editor. Go ahead and paste the Mailchimp code onto your site where you would like the form to go. Some website editors will have a specific button to embed code, such as the one below. In that case, click the button and follow the directions to embed your form. You should now see your new Mailchimp form appearing on your website.

Embed Code button website builder

Using a Different CRM

You can do this trick with any CRM that allows you to import leads from a webform. Most of the top CRM providers, such as Zoho and Salesforce, come with tools to build web forms. For other systems that don’t have native form building tools, you can typically use a 3rd party form builder such as Wufoo.

What is Mailchimp?

Mailchimp is an email marketing suite that lets you send rich email newsletters to a mass audience. You can also setup drip campaigns, which are pre-written emails that get sent to specific contacts over a period of time.

A key strength of Mailchimp is their analytics. From the user menu, you can view how well your emails are performing: Including, how many people opened the message and what links they clicked within the message. This lets you figure out which methods are most effective, so you can learn how to improve your emails as you go along.

Related Article: Simple Steps to Optimizing Your Email Marketing Campaigns

Mailchimp Analytics

Mailchimp is free to use if you have below 2,000 subscribers and send fewer than 12,000 emails a month. After that, you’ll need to upgrade to a paid edition.

Adding Leads From Your Site to MailChimp

Like a CRM, Mailchimp becomes especially effective when it’s integrated with your website. You can create a form for customers to fill out on your website, which gets them automatically added to your newsletter.

To do this, first go to the “Lists” page on Mailchimp, choose “Signup forms” on the dropdown menu and then select “Embedded forms.” From here you’ll be able to customize the form to your liking. You can change the text, the required fields, the font, size, etc. Once complete, copy the HTML code in the box below. You can read Mailchimp’s guide to signup forms here.

Mailchimp embed code HTML


Website owners can get a lot more out of their business website by integrating webforms onto their site. By creating web forms in a CRM such as Insightly or an email marketing system such as Mailchimp, you also get to manage these leads much more effectively.

Related Article: Stop Stressing: Time-Saving Tools to Help You Become More Productive

No more manually copying leads from spreadsheets - and no more worrying about letting a lead fall through the cracks!

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