Workflows We Use With Our Clients: After Someone Submits a Website Form
This is one of the most important processes you can implement in your business. When someone fills out a form on your website, that person is already motivated and interested in learning more about what you offer. Whether they’ve requested a resource, booked a meeting, or asked for more information, their engagement signals genuine interest.
The key is to capitalize on that motivation by following up as quickly as possible to maintain their interest and momentum. To make this happen, we install an automation that takes immediate action as soon as a form is submitted.
Automated Email Sent to the Person Immediately
After a form is submitted, an automated email should be sent to the person right away. This message should:
Confirm that their submission was received.
Deliver any promised resource (if applicable).
Let them know what to expect next, such as who will be reaching out and when.
It’s important to clearly outline the steps that will follow their submission so they feel confident and informed while waiting for your response.
Internal Notifications
At the same time the automated email goes out, your internal team should also receive a notification that a web form has been filled out. Without these notifications, you might never know someone reached out. And the longer your response takes, the greater the chance that lead loses interest.
Ideally, the notification should include all relevant lead information and be sent to the appropriate person, such as a sales representative or team lead. I even recommend alerting at least two people when a form is submitted. This adds accountability and reduces the risk of a lead falling through the cracks.
From there, your team can decide how to follow up—whether through a personalized email inviting them to a conversation or a series of nurturing emails introducing your business and offerings.
Managing the Contact in Your System
Once a form is submitted, make sure to update the contact’s information in your system and tag them appropriately. This helps you identify what type of lead they are—whether they downloaded a free resource or expressed deeper interest in your services.
Organizing your contacts into a sales pipeline allows you to easily track their status and send tailored communications based on where they are in the buyer’s journey.
Continued Follow-Up
It’s important to maintain contact with each lead to keep them engaged—without overwhelming them. Set reminders or automated notifications to follow up at key intervals. Consistent, thoughtful communication helps nurture relationships and increases the likelihood of turning leads into loyal clients.
