Web-to-Lead Forms – Generate Leads Online

You can generate leads online with our web-to-leads forms feature, Web Transactions. This powerful facility within the CRM allows you to automatically collect data via a web site or incoming email, generating your leads online.

Web Transaction is included in the Advanced Marketing module and Service & Support module.

The feature enables compliance with international data protection legislation, including the EU’s General Data Protection Regulation (GDPR), by recording mailing consent.

Web Transactions Uses

With Web Transactions you can capture a new enquiry from your web site and automatically create a Company Account with their Contact details in your CRM system. This subsquently creates an Activity, recording when the form was completed and a Task for one of your team to contact them.

Each Web Transaction can include multiple actions to process the data of your new enquiry. So, as well as creating an Account and Task, you might also create a new Opportunity.

You can add the new enquiry to an automated marketing campaign and, if you are using the Service & Support module, create automated support Cases.

Use Web Transactions to:

  • Capture enquiries from your web site or incoming emails to your CRM
  • Create new Accounts or merge the data to existing Accounts
  • Add an Activity for the transaction to the Account timeline
  • Automatically create a Task for a sales person to contact the enquirer
  • Create a new Opportunity from the lead
  • Add the lead to an automated marketing campaign
  • Automatically create a customer support Case
  • Record mailing consent from Contacts

Example web form:

WebForm for Web Transactions

How Web Transactions Works

Web Transactions are created from your web page by including an ‘image file’ from the CRM. The transaction parameters are contained in a query string passed via the ‘image file’. The query string contains your customer number, the name of the web transaction and then the parameters that you want to pass to the CRM system.

You can also trigger transactions from incoming emails, such as creating an Account or a Service & Support Case.

Web Transactions is available as part of the Advanced Marketing module or Service & Support modules. Advanced Marketing is available in Starter, Professional and Enterprise plans, and Service & Support is available with Professional and Enterprise plans only. Please note, Web Transactions is not available in Simple Marketing.

Web Transactions Setup

The Web Transaction is run when the web browser loads the ‘image file’ (a webtrans gif), normally placed on your web site ‘Thank you’ page.

To set up a Web Transaction, go to Settings / Integrations, and open the Web Transactions tab.

The data table here will list any existing Web Transactions. To create a new one click the ‘+ Add‘ button. This will open a Web Transactions form that you will need to complete with the parameters of your Web Transaction. For example, you can set it to match against an existing Account, create a new Account, create a Task, add it to a Campaign and so on.

Create Web Transactions

The ‘image file’ a webtrans gif, http://webtrans.reallysimplesystems.com/webtrans.gif, reads the query string and executes the Web Transaction. The query string contains your customer number, the name of the web transaction and then the parameters that you want to pass to the CRM.

For example, if you have an enquiry form on your site that captures the person’s first and last names, email address and organisation, your query string would look like this:




  • 1024 is the number of your CRM system
  • enquiry is the name of the Web Transactions
  • and the other fields are those captured from the form and mapped in the Web Transaction definition to fields in the CRM

You can get the number of your CRM system from our Support Team.

You can pass other fields to the CRM such as source, country and http referrer if you have captured them on your site.

For help in setting up Web Transactions do contact our Support Team and you may also want to seek the advice of your web site administrator.

Collecting Consents and Mailing & Consent Lists

To comply with international data protection legislation, you can use Web Transactions as part of the Advanced Marketing module to capture consent from your contacts to your Mailing & Consent Lists.

You can add a Contact to a Mailing & Consent List from a Web Transaction by mapping a checkbox on a web form to the List. In “Update Field Name” scroll to the end of the list to find the Consent field for the Mailing & Consent List you want to use. Then map this against the field on your form for the checkbox.

For example, if you have a Mailing & Consent List called “Newsletter” and a checkbox on your form called “Subscribe” you can match “Consent.Newsletter” to “Form.Subscribe”.

Then, at the bottom of the Web Transaction form, add your Consent Descripton in the Consent Text box so this will be picked up on the Mailing & Consent List. For example, “Newsletter Signup”.

If the “Subscribe” checkbox on the web form has been ticked, and the value in Consent Text is “Newsletter Signup” then the Web Transaction will add that Contact to the specified List, together the date, IP address and “Newsletter Signup” as the Consent Description.

Mailing & Consent Lists with Web Transactions