Send Every Lead to the Right Rep, Automatically
Four routing strategies, a preview that shows you what each one would do before you commit, and bulk assignment for the backlog you already have. A lead that nobody owns is a lead nobody follows up.
Four Routing Strategies
Switch between them whenever you want. The choice is a setting, not a migration.
Round robin
Leads go out in rotation, one each, in order. The simplest rule to explain to a team and the hardest one to argue with, because nobody can claim the good leads went somewhere else.
Best when your reps are interchangeable and fairness matters more than optimization.
Lowest workload
The next lead goes to whoever currently holds the fewest open leads. Won and lost leads do not count, so a rep who closes quickly earns more work rather than being punished with a full queue.
Best when reps work at different speeds or carry different amounts of non sales work.
Weighted performance
More leads go to the reps with the higher close rates, measured over the last ninety days of won and lost outcomes.
Best when lead volume is scarce relative to your team and every lead needs the highest odds of closing.
Best fit
Combines current workload with recent close rate, so a strong closer who is already buried does not get handed the next one anyway.
Best as a default. It is the one we set for new organizations.
How Routing Runs
Preview before you commit
Pick a strategy and see how the current unassigned leads would be distributed across your team, before anything is actually assigned. Change the strategy and the preview changes with it.
Bulk assign a backlog
If you have a pile of unassigned leads, assign them all in one pass under the strategy you chose, rather than clicking through them one at a time.
Automatic assignment
Turn on auto assign and new leads are routed the moment they are captured, whether they came from a form, the AI chat agent, a popup, or a booking.
Assignment notifications
Notify the rep when a lead lands on them, so routing is something they find out about immediately rather than the next time they open the app.
The preview is the part people underuse
Routing rules sound obvious until you run them against a real team. A weighted performance rule can quietly starve a new hire who has no close rate yet. A lowest workload rule can reward the rep who never closes anything, because their queue keeps emptying into lost.
The preview shows the projected split across your actual people with your actual backlog, for whichever strategy you have selected. Comparing two strategies takes a few seconds and it is the difference between choosing a rule and guessing at one.
Nothing is assigned until you assign it. You can look at all four and walk away.
Common Questions
What is round robin lead routing?
Round robin distributes incoming leads evenly across your sales team in rotation. Each rep receives the next lead in turn, regardless of performance or current workload. It is the most transparent method, which is why teams use it when perceived fairness matters.
Which routing strategy should I start with?
Best fit is the default for new organizations, because it balances workload against recent close rate. If your team pushes back on anything that looks like favoritism, start with round robin instead, then revisit once everyone trusts the system.
Can I see what a strategy would do before turning it on?
Yes. The preview shows the projected distribution of your current unassigned leads for whichever strategy you select, along with each rep's current workload, so you can compare strategies without assigning anything.
How does the system know who my salespeople are?
A rep profile is created automatically the first time a user is assigned a lead or logs an activity. You do not have to set up a separate roster before routing works.
Does routing work with leads coming from my CRM?
Routing runs on leads inside Site2CRM, including everything captured by your forms, AI chat, popups, and booking pages. Once assigned, the owner syncs out to your connected CRM along with the rest of the lead.
Is round robin scheduling for meetings the same thing?
No, and we do not have that. Round robin scheduling rotates who takes a booked meeting. This is lead routing, which decides who owns an incoming lead. Our booking pages point at one calendar rather than rotating across a team.
Stop leaving new leads unowned
Free plan, no card required. Turn on auto assign and the next lead already has a name on it.