ALGALAB / ARTICLE

Website leads to a CRM: what to send and how to avoid losing enquiries

A website-to-CRM connection should put each enquiry into a clear follow-up process. A “sent successfully” message is not enough: check that the request is saved, transferred, assigned, and handled when something fails.

Agree the minimum fields

A name, phone number, and service of interest may be enough for first contact. Add the source and page only if the manager or analytics needs them. Do not send extra data just because it is available. Give every field a purpose and a matching CRM field so details do not end up in an arbitrary note.

Separate saving from transfer

A reliable process must account for the external system being unavailable. If the site saves an enquiry but cannot transfer it, the responsible person needs to see that state and retry the transfer. Use a request identifier to prevent repeated attempts from creating duplicates. An integration error must not silently discard a customer’s enquiry.

Assign an owner to the process

Agree who answers new enquiries, notices failures, and maintains CRM fields. Start with a test and compare the information in the website and CRM. Delivering a notification and creating a workable CRM record are not the same thing.

Test failures as well as success

Simulate a lost connection, an unavailable system, and a repeated tap. The request should remain saved, retries should be clear, and staff should be told about a failure. Avoid unused fields and noisy notifications. Decide how personal information is transferred and stored as part of the business process.

Website leads to a CRM: what to send and how to avoid losing enquiries

Agree the minimum fields

Separate saving from transfer

Assign an owner to the process

Test failures as well as success

Further reading