What is Web-to-Lead?
Web-to-lead generates a contact form that can be integrated within an existing website. Each form submission creates a lead record in Salesforce.
When is it appropriate to use Web-to-Lead?
Essentially, any time your organization wants to capture leads from a website, web-to-lead is the easiest way to do so. For example, use web-to-lead to add a “Contact Us for Pricing” form on your existing website that creates a lead record in Salesforce for every form submission.
There are some limitations (below) that may make web-to-lead inappropriate for some scenarios.
How to implement Web-to-Lead:
Step 1. Configure the default response template, and auto-response rules.
See Lead Auto-Response Rules for detailed instructions. This step will determine what email template the form submitter receives in reply (e.g. “Thank you for your interest. Our team will be in touch shortly.”).
Step 2. Configure Web-to-Lead Settings.
Navigate to Setup –> Customize –> Leads –> Web-to-Lead.
The default lead creator will be shown as the lead creator for web-to-lead submissions. Keep this in mind for reporting purposes.
Navigate to Setup –> Customize –> Leads –> Web-to-Lead. Click “Create Web-to-Lead Form”.
Step 4. Customize your web-to-lead HTML code.
The HTML code generated from Salesforce does not contain any validation or styling. Therefore it must be customized to include CSS, styling elements, form validation (see below), hidden fields (see below), and so on. This customized code is ultimately what is deployed on your organization’s website. The web-to-lead code generated by Salesforce is simply a starting point.
In many organizations, this step is performed by the web development team.
Limitations and other considerations for Web-to-Lead:
You cannot capture lookup relationship fields with web-to-lead, with the exception of the Campaign field. When the campaign field is included with a web-to-lead submission, the lead will be automatically joined to the specified campaign.
You may want to hard code the campaign ID into your web-to-lead form (this way the submitter of the web-to-lead form does not see the campaign field). In that case, use the following code (replace “701E00000000xE0″ with the appopriate campaign ID in your org):
<input type=”hidden” id=”Campaign_ID” name=”Campaign_ID” value=”701E00000000xE0″ />
The web-to-lead form generated by Salesforce does not restrict data entered into the form. Any validation (such as requiring fields, or a valid email address) must be added to the generated HTML code; this validation cannot be configured within Salesforce.
By default, you can capture up to 500 web-to-lead submissions per day. If your organization wants to capture more than 500/day, you can contact Salesforce to have the limit increased. Or, use another method to capture leads.