How to track website leads starts with an inventory: list every place on your site where a visitor can raise a hand, then make sure each one creates a contact that records the page and the route used. This article answers that question for a firm whose website already gets traffic but whose enquiries arrive as scattered emails, missed calls and chat transcripts nobody files. It covers forms, chat, booking widgets and phone numbers on the site, whether the site is built on the platform or hosted elsewhere.
The conversion points most sites forget
Ask most firms how website leads arrive and they name the contact form. Look at the site and you usually find five or six routes.
- The main contact form, often on more than one page.
- A newsletter or guide form in the footer or sidebar.
- A phone number in the header, tapped from a mobile.
- An email address printed on the contact page.
- A chat bubble, sometimes from a separate tool.
- A booking link to a calendar for consultations or valuations.
Each route needs to create a contact in the same place, tagged with the route and the page. An email address printed on the page is the hardest to track, so many firms replace it with a short form.
What you get once it is set up
Every website enquiry lands in Contacts with the page it came from and the conversion point used. Form submissions, chats, bookings and calls from the site all appear in Conversations against the right person. Reporting shows which pages produce enquiries and which produce none, so the team responsible for the website can see where to put effort. Whether you run an agency, a consultancy, a mortgage brokerage or an estate agency, the result is a complete list of everyone your website persuaded to get in touch.
Before you start
- Make the inventory above for your own site, page by page.
- Decide whether your site will move onto the platform under Sites or stay where it is with forms and chat embedded.
- Get access to edit your website's header code if it stays on another host.
- Reserve a phone number on the platform for the website, separate from your main line.
- Agree who answers chat during working hours and what happens outside them.
How to set it up
- List every place on your site where a visitor can enquire, book or call.
- Go to Sites, then Chat Widget, click New and choose the Live Chat type.
- Adjust the widget's appearance to match your site, then click Save.
- Click Get Code, then Copy, to take the embed code.
- Open your website or funnel under Sites for editing and click the Tracking Code icon.
- Paste the chat widget code into it and click Save.
- For a site built on the platform, you can instead pick the widget in the site settings under Chat Widget.
- Start a chat yourself on every page type and check that each one reaches the contact record.
Reading which pages convert
Once the routes are tracked, the useful question is page performance. Group website leads by the page they converted on. You will usually find that a small number of pages produce most enquiries, and that some high-traffic pages, such as blog posts, produce almost none.
That points to two cheap fixes. Add a relevant form or booking link to the high-traffic pages that convert poorly, and send more traffic to the pages that already convert. Where the visitor arrived from before reaching your site is a separate question, covered in capturing lead source with campaign parameters.
Suppose the firm tracks every route for two months. A typical pattern would be that the services and fees pages produce most enquiries, the blog produces very few despite heavy traffic, and chat brings in a few out-of-hours leads a week. The sensible responses would be a short guide form on each blog post and an AI agent answering evening chats.
What it replaces and the weekly time
It replaces a shared inbox where form notifications land as emails, a chat tool whose transcripts nobody files, and the receptionist's notes from website callers. Setup takes a day for a typical site, longer if many old forms need replacing. The weekly cost is small: around fifteen minutes reviewing leads by page and checking that nothing arrived untagged.
The mistake most people make
Leaving the old form running alongside the new one. Some pages keep sending enquiries to an email inbox, so tracking looks complete while a share of leads still bypasses it. After embedding, search the whole site for any form, email address or phone number you have not replaced.
The other mistake is tracking the routes but not responding faster. A website lead that waits until tomorrow for a reply has often moved on. Pair tracking with automated follow-up that replies within minutes.
When not to use it
If your website produces one or two enquiries a month, a full inventory and tracking setup is more work than it returns. Use a single form and focus on getting traffic first. The approach pays off once the site is a real channel, typically when enquiries arrive weekly from more than one route. For the bigger picture of capture across all channels, read how automated lead capture fits together.
Troubleshooting
Form submissions arrive without the page address
The hidden field is not reading the page. Check its default value is set to capture the current address, and that the form is embedded rather than linked.
Chat leads appear as anonymous visitors
The chat is not asking for contact details. Ask for a name and email or phone early in the conversation so a contact is created.
Calls from the website are not tagged
The tracking number is not matched to a workflow branch. Check the call trigger filters on that specific number.
Page visits are not linking to contacts
The tracking code is missing from some pages or blocked by the site's cookie settings. Confirm the code is in the shared header and works once consent is given.
Frequently asked questions
Do I need to rebuild my website on the platform to track leads?
No. Forms, chat, booking widgets and tracking code can be embedded in an existing site. Moving the site gives you page-level reporting with less setup, but it is not required.
How do I track leads who phone after visiting the website?
Use a dedicated tracking number shown only on the website. Calls to that number are tagged as website leads automatically.
What about leads who email me directly?
They are hard to attribute. Replace printed addresses with a form where you can, and add any direct emails to Contacts with the source set by hand.
How quickly should a website lead get a reply?
As quickly as you can manage, ideally within minutes during working hours. An instant acknowledgement by email or SMS buys time for a person to call.