How to Create a Lead Gen Form and Embed it on your Website

The following statement should not blow anyone’s socks off. But just in case, please place your feet firmly on the ground before reading the next line. You know, to avoid potential injury to your colleagues and such.

Most people who visit your website will not turn into leads for your business.

There are so many reasons for this, and some would be debatable for sure. But would you agree that the following reason is a biggy?

People cannot find what they are looking for on your website, so they leave.

I’m Sure We Can All Relate to This Example

Hey, we’ve all been there! You tell Google your problems and you find a search result that looks like it will provide a solution that you desperately need. You think to yourself, “Phew, there’s a company that actually solves my widget problem. They are about to get a new customer today!”

The website loads, and you embark on a wondrous journey through their content. But your excitement soon wanes as you realize that their website doesn’t answer some key concerns you have.

“What if this solution isn’t compatible with my blue widgets? What if I need to ship overseas? Where’s the @#&$! Contact Us page?! Ah, to heck with it!” *clicks BACK button*

Most of us are very patient in real life. But on the Internet, our expectations for results and answers is taken to a whole new level! If we don’t find what we need quickly, we’re gone.

Visitors to your website shouldn’t feel like lost children in the dairy section of a grocery store. But at the same time, it’s impossible to answer every potential question.

So what, oh what, are we to do?

What if there was a way to capture these questions and concerns from your visitors in real time on your website, and then automatically send them to the right department for follow-up? Do you think it would improve your bottom line if this was an option on your website?

Nod your head ‘YES’!

The How-To Part of the Blog

Today’s blog post will show you how to create a lead generation form in FluidSurveys that will give your website visitors the chance to easily connect with the right department of your company to get help or more information. FluidSurveys will send an email to the right person in the company, as well as a confirmation email to the visitor.


Here’s a screenshot of my survey in the editor. To keep this blog post from turning into a novella, I made a very simple and basic structure. The website visitor will be able to tell the company what they want more information on, and provide a contact email address.

Let’s take a closer look at the sections of this survey to better understand what’s happening:

1. Section Heading
I chose to insert a section heading at the top to engage the website visitor and tell them what the form is for. This is optional, but generally a good idea. Remember that you can get really creative here and insert images to jazz things up.

2. Dropdown
The options in the dropdown will make sure the website visitor sends their feedback to the right department. In my simple example, there are only 2 options: Products and Services.

Tip: provide these choices in your customer’s language, not in your company’s terminology. You’ll avoid confusion and receive more responses if you give people simple, easy to understand options like my example shows, rather than listing your actual departments such as “Research and Development” and “Fulfillment Management”.

3. Text Response with Email validation
Here we have a simple Text Response box with email validation enabled to capture the website visitor’s email address.

You could certainly create a more detailed lead generation form with more text responses to get more input or to capture the visitor’s name, but we want to keep things simple for the demonstration.

Question Types

Here are the three question types we will be using in our example:

The Section Heading and Text Response question types are super easy to set up for our example. Just drag them over to your survey builder and entitle them however you wish. There are two things we need to customize for the Text Response, however:

Enable Email Validation:
On the options tab, expand the section labeled “options” and select Email under the validation dropdown. If you would like to see a tutorial video about validation, check out our support page and look for video # 144.Add an Identifier:
Give this Text Response an identifier by selection the question in your survey editor, clicking on the Options tab, and clicking on “Identifier None”. Simply enter a word that will describe this question type. I used the identifier “CustEmail” which will remind me that the customer email’s is in this question.

The real magic happens with the Dropdown question type, since FluidSurveys will read this value to determine who to contact in our fictitious company. So let’s dive into how we make that happen:

The Dropdown Question Type — Options Tab

Once you drag the Dropdown question type onto your survey, there are three things we need to change on the Options tab:

1. We need to give this question an identifier since we’ll be doing some advanced FluidSurveys Ninja Tactics with it. I’ve given my Dropdown the identifier “ProdServ”.

2. Type something that will lead your website visitor into completing the form.

3. Give them choices.

The Dropdown Question Type — Page Tab

And now for the fun part. We’re going to program the survey logic that tells FluidSurveys who to email depending on the selection made in the Dropdown question type. So let’s click on the tab entitled “Page” and then on “Edit Survey Logic Rules”:

Edit Survey Logic Rules

Reminder: ProdServ is the identifier for our Dropdown question type. It can only be one of two values: Products or Services.

Set your first condition like you see in the screenshot below. We’re telling FluidSurveys to send an email (2) when (1) the value of ProdServ is “Products”. Easy, right? This next one is a bit of a brain twister.

Since we can’t have two different actions for the same logic condition, we have to do some fancy footwork to get around this: we tell FluidSurveys to (5) send another email when (4) the value of ProdServ is NOT empty.

And why do we want to have 2 different actions in this logic example? Because we want to send two different emails: we want the Products department manager to be notified of the inquiry, and we want the website visitor to get a confirmation email.

Now let’s look into (3) & (6) and see how we configure the emails for each person.

We’ll start with (3)

We simply enter the (1) email address of the company representative who should be emailed when Product is selected in our lead generation form, set a (2) custom subject for the email, and then (3) fill the body of the email with relevant information.

Notice that we’re making use of a Piper in the body of the email. You may recall that we set an identifier to our TextResponse where the website visitor entered his or her email. I gave that TextResponse field the identifier “CustEmail”. So in our email body in the screenshot blow, {{ CustEmail }} will be replaced by the visitor’s email address.

I also recommend that you enable the (4) Advanced Option for ‘Send of Survey Completion’. Once you are finished, simply press (5) Go Back. Don’t worry, the contents are automatically saved.

Now Let’s Cover (6)

This email will be much simpler. We simply want to send a confirmation message to the website visitor. Again, notice the use of a Piper.

Repeat for ‘Services’

Since I don’t want to set a FluidSurveys record for the longest blog post ever, and since our readers are a bright bunch, I am not going to go through a step-by-step method for the ‘Services’ Dropdown option. Suffice it to say, you do the same steps we had to perform for the ‘Products’ Dropdown option, except of course you will want to change the destination email address for the company representative.

Ok, Now What?

Now we can embed this survey into our website! Save your work (Ctrl + S) and click on Publish in the top navigation bar, and then click on Deployment. You will be shown a number of deployment methods, including the HTML code for embedding. Give this to your webmaster and have it placed wherever you need it on your website.

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Sean O'Dacre

Sean is a coordinator for the search marketing team at Fluidware. He enjoys building awareness of Fluidware's solutions through the development of relationships with other web communities. He is also an active member of several search engine optimization user groups and forums.
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