Pipeline CRM

    Web-to-Leads

    Capture enquiries from a form on your website and have them arrive in Pipeline CRM automatically, with no manual entry.

    Before you start:

    • Your account needs API access enabled. An admin turns it on under Settings > API.
    • You need your Web-to-Leads key and the Web-to-Leads ID (W2LID) of the user who should receive the leads.
    • You need to be able to edit your website's HTML, or use a form builder that lets you set a custom action URL.

    Find Your Key and W2LID

    1. Click Settings in the lower-left corner.
    2. Select the API tab.
    3. Find the table listing your users. Each row shows that user's API key and W2LID.

    Every user has their own W2LID, and the lead goes to whichever W2LID your form submits. You only see keys for users at or below your own role level — see Understand User Roles and Permissions.

    Build Your Form

    Point your form at https://app.pipelinecrm.com/web_lead using POST, and send the W2LID as a hidden field.

    <form method="POST" action="https://app.pipelinecrm.com/web_lead">
  <input type="hidden" name="w2lid" value="YOUR_W2LID">
  <input type="text" name="name" placeholder="Full Name" required>
  <input type="email" name="email" placeholder="Email Address" required>
  <!-- Add more fields as needed -->
  <!-- CAPTCHA integration goes here -->
  <button type="submit">Submit</button>
</form>

    Your form's field names have to match the names Pipeline CRM expects. To send a custom field, you need its ID first — see How do I retrieve the custom field ID of a custom field for my web2leads form?.

    Using Wix, Squarespace, or a similar builder? Most let you drop in a custom-code block — paste the form above — or set a form's action URL directly.

    Test It

    Submit a test entry through your live form, then check that the record arrives in Pipeline CRM.

    If it doesn't, add the developer mode field and submit again. Pipeline CRM then returns a detailed error message instead of failing quietly.

    <input type="hidden" name="developer_mode" value="true">

    Take the developer mode field out before you launch the form, so your visitors never see raw error detail.

    If Leads Aren't Arriving

    Work through these first:

    • Is the W2LID valid, and does it belong to an active user?
    • Is the action URL exactly https://app.pipelinecrm.com/web_lead?
    • Are all required fields present and correctly formatted, especially the email address?

    Error message

    Likely cause

    What to do

    Invalid W2LID

    The W2LID is missing, or its user is inactive

    Use the W2LID of an active user

    Missing required field

    A required field, such as email, arrived empty

    Make the field required on your form

    CAPTCHA Failed

    The CAPTCHA check didn't pass

    Review your CAPTCHA configuration

    Keep the Bots Out

    Public forms attract automated submissions. To cut down on junk:

    • Add a reCAPTCHA or hCaptcha widget to your form.
    • Add a hidden "honeypot" field that real visitors never fill in, and drop any submission that fills it.
    • Validate the data on your own server before posting it.
    • Watch for bursts of submissions from one address, and rate-limit if you need to.

    Stay Compliant

    • Always submit over HTTPS.
    • Follow the privacy rules that apply to you, such as GDPR.
    • Tell visitors in your privacy policy how their data will be used.

    Common Questions

    Can I add extra custom fields? Yes. Add them to your form and map them using their custom field IDs.

    Can several users each capture their own leads? Yes. Every user has their own W2LID, so send whichever one should own the lead.

    What if my site uses a form builder? Most builders allow custom HTML or a custom action URL. Either approach works.

    Need help? Contact support at customercare@pipelinecrm.com.