Send Website Leads to Salesforce Automatically
Form submissions and AI chat captures become Lead records in your Salesforce org within seconds. A modern replacement for Web-to-Lead, without the styling limits and without middleware.
How the Connection Works
Site2CRM connects to Salesforce with OAuth 2.0. You log in to your org once and approve API access; Site2CRM detects and stores your org's instance URL automatically, so it works no matter which Salesforce instance your company runs on. No connected app configuration or security token juggling on your side.
Open Integrations
In Site2CRM, go to Integrations and choose Salesforce.
Connect
Click Connect. You are sent to Salesforce to log in to your org.
Allow access
Approve the API access request. You need a profile with the API Enabled permission, which system administrators have by default.
Done
The integration shows Connected, Salesforce becomes your active CRM, and new leads sync from that moment on.
What Syncs to Salesforce
Leads
Each captured lead becomes a standard Salesforce Lead record, ready for your existing qualification and conversion process.
Your process, unchanged
Leads arrive as normal Lead records, so the views, reports, and conversion flow your team already uses apply to them automatically.
Duplicate rules respected
Records are created through the standard Salesforce API, so any duplicate rules your org enforces on Leads continue to apply.
Field Mapping
| Site2CRM field | Salesforce field |
|---|---|
| Name | FirstName, LastName |
| Company | Company |
Salesforce requires LastName and Company on every Lead; when a visitor leaves them blank, Site2CRM fills them so the record is never rejected. Phone, lead score, and source details stay on the lead in Site2CRM.
How duplicates are prevented
Deduplication happens at capture, before anything touches Salesforce. When the same email submits again within 24 hours, Site2CRM matches it to the existing lead instead of creating a new one. On the Salesforce side, records go through the standard API, so your org's own duplicate rules keep working exactly as they do for any other Lead source.
Reliability
Sync runs as a background job within seconds of capture, so your visitor never waits on the Salesforce API. Every lead is always stored in Site2CRM first, which means a Salesforce outage or permission problem can never lose the lead itself; it stays in your Site2CRM queue either way.
How to Sync Website Forms to Salesforce Without Zapier
Most Salesforce form pipelines are a Zap, a web-to-lead endpoint, or both. Here is what the chain looks like against a direct connection.
| Through Zapier | With Site2CRM |
|---|---|
| Your form plugin or form service captures the submission. | The Site2CRM form or AI chat agent captures the lead and stores it in Site2CRM first. |
| The Zap trigger picks the submission up. On polling triggers the wait depends on your Zapier plan. | The push to Salesforce starts the moment the form submission is accepted. There is no queue and no polling interval in between. |
| A Formatter step splits the full name into first and last, because Salesforce requires LastName. | The name is split before the push, and LastName is always populated. |
| A Filter step decides whether the submission qualifies, and spam gets through whatever you did not filter. | Honeypot and rate-limited submissions are rejected at capture, and a repeat from the same email inside 24 hours updates the existing lead instead of creating a second one. |
| An action step creates the Lead record. | The Lead record is created. |
| Your duplicate rules and assignment rules fire, or get bypassed, depending on how the step was configured. | The Lead is created through the standard API, so your existing duplicate rules and assignment rules apply as written. |
| Every step in the chain counts as a Zapier task. | The lead counts once. |
- Nothing has to be rebuilt in Salesforce. Your page layouts, validation rules, assignment rules and reports stay exactly as they are.
- Leads are created as Leads, not Contacts, so your existing conversion process is untouched.
- You can keep Zapier for everything else. Site2CRM has its own Zapier app for the apps it does not integrate with natively.
Requirements
- A Salesforce edition with API access (Enterprise and Unlimited include it; Professional requires the API add-on)
- A user profile with the API Enabled permission to authorize the connection
- A Site2CRM Starter plan or higher (the free plan does not include CRM sync)
Web-to-Lead without the trade-offs
Salesforce's built-in Web-to-Lead forms work, but they lock you into Salesforce's styling, cap daily volume, and cannot hold a conversation. Site2CRM gives you branded multi-step forms and an AI chat agent on the capture side, while the Salesforce side stays exactly what your admins expect: standard Lead records arriving through the API.
Frequently Asked Questions
Do I still need Zapier to connect my forms to Salesforce?
No. Site2CRM pushes to Salesforce directly, so there is no Zap to build and no polling interval between the form submission and the record. Zapier is still worth keeping for the apps we do not integrate with natively, and Site2CRM has its own Zapier app for exactly that.
Does it create Leads or Contacts?
Leads. Each captured visitor becomes a standard Salesforce Lead record, so your existing qualification and lead conversion process applies. Convert to Contact and Account on your side exactly as you do today.
Which Salesforce editions are supported?
Any edition with API access: Enterprise and Unlimited out of the box, and Professional with the API access add-on. Essentials does not include API access.
Do I need to build a connected app?
No. You click Connect, log in to your org, and approve. Site2CRM handles the OAuth flow and detects your instance URL automatically.
Will it fight with our duplicate rules?
No. Records are created through the standard Salesforce API, so your org's duplicate rules evaluate them the same way they evaluate any other incoming Lead.
Do AI chat leads sync too?
Yes. Leads captured by your AI chat agent go through the same pipeline as form submissions and arrive in Salesforce the same way.
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