How to capture leads from your website

To capture leads from your website, give each kind of buyer a short form that matches what they came for, place it on the page where they make that decision, and make sure every submission lands in your CRM with an owner and a next step. For a company that sells products, that usually means four forms: a sample request, a quote request (RFQ), a distributor enquiry and a QR form for trade shows.

A generic "Contact us" box on a contact page catches very little. A formulator on your resin's product page wants a sample. A buyer with a drawing wants a price. A trading company in another country wants to stock your range. Each one needs different fields and a different follow-up. This guide covers which forms to build, which fields to ask for, where to put them and what should happen the minute a form is sent.

Why product companies lose website leads

Most website leads are lost after the form, not before it. The usual causes:

• The form goes to a shared mailbox. Nobody owns it, so a sample request waits days.
• The form asks for the wrong things. Without the application or volume, the rep has to email back before doing anything.
• The form is in the wrong place. A buyer reading a technical data sheet has to hunt for a contact page.
• Nothing happens next. No reply, no task, no follow-up email.

Fix those four things and the same traffic produces more conversations.

The four forms a product company needs

Sample request form

Put it on every product page and next to the technical data sheet. This is the highest-intent form you have.

Ask for:

• Name, work email, company and country
• Product or grade
• Application (what they will use it for)
• Expected annual volume, as a dropdown of ranges
• Delivery address, or a checkbox "Send me a sample" with the address asked later

Keep it to the fields you need to ship. A shorter form gets more submissions, and you can ask the rest on the call. See how to track product samples for what to do once it ships.

Quote request (RFQ) form

Put it on product pages, category pages and the pricing or "how to buy" page.

Ask for:

• Name, work email, phone, company and country
• Product, grade or part number
• Quantity per order and order frequency
• Packaging (bag, drum, IBC, bulk) as a dropdown
• Required delivery date
• Delivery terms or destination
• A long-text box for specs, plus a URL field for a link to drawings

The fields mirror what your team needs to price the job. The guide on how to respond to an RFQ covers the reply.

Distributor enquiry form

Put it on a "Become a distributor" or "Where to buy" page.

Ask for:

• Name, work email, company, website and country
• Territories they cover
• Product lines they want to carry
• Industries they sell into
• A dropdown for company size
• A long-text box: "Tell us about your customers"

The website field lets you check the company before you reply.

Trade-show QR form

Print a QR code on your stand, your brochures and the back of your business cards. It opens a short form on the visitor's phone.

Ask for:

• Name, work email, company
• Which products interested them, as a multi-select
• A checkbox "I would like a sample"
• A short message

Nobody has to type up a pile of business cards afterwards, and every visitor who fills it in is in the CRM before the show ends. Read how to follow up after a trade show for the next part.

Where to place your forms

1. 1

   Map each form to the pages where the decision happens

   Sample form on product and TDS pages. RFQ form on product, category and pricing pages. Distributor form on its own page. QR form offline.

2. 2

   Embed the form on the page, not behind a link

   A form in the page gets filled in. A "contact us" link that opens a new page loses people on the way.

3. 3

   Use a hosted page link where you cannot embed

   Email signatures, LinkedIn posts and PDF brochures can link to a hosted form page.

4. 4

   Write a button that says what happens

   "Request a sample" or "Get a quote" beats "Submit".

5. 5

   Set a success message with a time frame

   "Thanks. Your sample request is with our team, and we will reply within one working day." Then keep that promise.

What should happen after someone submits

The form is the start of the sale, so plan the next three steps.

1. A record is created. The submission becomes a contact, account or opportunity in your CRM, with all the answers saved on it. If the company is already a customer, it should be matched to the existing account, not duplicated.
2. The owner gets a task. A workflow creates a task for the account owner or the territory rep: "Reply to sample request from Delta Paints, due today".
3. A follow-up campaign starts. The lead joins a short email sequence: a thank-you with a link to the TDS, a check-in when the sample should have arrived, and a nudge a week later. It stops as soon as they reply.

A worked example

This example is made up.

An adhesives manufacturer has a sample form on each product page. A packaging engineer at a carton plant asks for a sample of a hot-melt grade for "case and tray sealing, about 20 tonnes a year".

The form creates an opportunity with the answers in a note. A workflow creates a task for the rep who covers that region. The engineer joins a three-step follow-up campaign. The rep calls the next morning, confirms the line speed and ships a 1 kg sample. When the engineer replies to the second email, the sequence stops and the conversation carries on in the CRM.

Keep form leads clean

• Match before you create. Existing accounts should be found by website or name, so you do not end up with three versions of one customer.
• Block spam quietly. A hidden honeypot field and rate limits catch a lot of bot traffic without making buyers solve a puzzle.
• Review submissions weekly. Export them, check which forms and pages produce real leads, and fix the forms that do not.
• Ask for consent where needed. Add a checkbox for marketing emails if the rules in your markets require it.

How PromptLab helps

PromptLab's web forms are on every plan. You create a form from the Contacts, Accounts or Opportunities page, then embed it with a script, share a hosted page link, or print a QR code (SVG or PNG) for a stand or brochure.

A form can have up to 30 fields: name, email, phone, company, message, website, your own custom fields and free questions, with input types from text and dropdowns to multi-select, number, date and checkbox. You set the colours, button style, font, title, button text, success message and redirect URL.

Each submission creates the contact, account or opportunity with a note holding every answer, and an existing account is matched by website or name. Link the form to an email campaign and everyone who submits gets the follow-up sequence. Add a workflow to create a task for the owner. Spam is handled with a hidden honeypot field and rate limiting, and the submissions table exports to CSV.

Frequently asked questions

What is the best way to capture leads from a B2B website?

Use short forms built for each intent, such as a sample request or a quote request, placed on the pages where buyers make that decision. Send every submission into your CRM with an owner and a next step.

How many fields should a lead capture form have?

As few as you need to take the next step. A sample form needs the product, application and contact details. An RFQ form needs more, because your team cannot price without quantity, packaging and delivery details.

Should I put a quote request form on product pages?

Yes. Buyers decide on product pages, so a "Get a quote" form there catches them while they are looking. Add one to category and pricing pages too.

How do I capture leads at a trade show?

Print a QR code on your stand and brochures that opens a short form on the visitor's phone. Each submission goes straight into your CRM, so follow-up can start before you are home.

Does PromptLab's form have a captcha?

No. PromptLab uses a hidden honeypot field and rate limiting to stop spam, so buyers do not have to solve a puzzle.