How to Send Website Form Submissions Directly to Your CRM

Last verified: September 27, 2026

The Short Answer

To send website form submissions directly to a CRM, connect the form to a specific record type, map every input to a real CRM field, validate required fields, publish the form, and submit a test that proves the record was created correctly.

When the website builder and CRM share the same data model, you do not need a separate form tool and automation connector for this basic handoff. Coherence Sites can submit a published form into a selected Coherence module—a built-in module such as Leads, People, or Projects, or a module installed from a template pack—once that module is set to accept public form submissions. Modules you create from scratch can't receive public form submissions yet.

What “Form to CRM” Actually Requires

A form appearing on a website is only the first step. The complete workflow is:

1. A visitor submits the published form.
2. The site checks the submission and applies basic anti-spam controls.
3. Each form input maps to a field in the target CRM record.
4. The CRM creates the record with its configured defaults and validation.
5. The team can find, qualify, assign, and manage the record.
6. The system retains enough submission evidence to diagnose failures.

If any step is missing, the business may show a success message while losing the lead or creating unusable data.

Native Connection vs an Automation Connector

Use the simplest architecture that meets the real requirements. A connector is useful when systems must remain separate; it should not be mandatory for moving a name, email, phone number, and inquiry into a record.

How the Coherence Sites Form Workflow Works

In the Sites editor, a Form block lets you choose where submissions go. You select the target module, add or reorder up to 12 form fields, choose each input type, mark required inputs, and map every input to one of the selected module's actual fields.

The target has to be a System module—one of Coherence's built-in modules or a module installed from a template pack—and its Public site access setting (in the module's settings) must be Accepts public form submissions. That setting also makes the module readable on your public site, but only for records individually marked "Public on site." Custom modules you build yourself can't receive public submissions today; if a form points at a module that isn't eligible or hasn't opted in, no record is created.

The current workflow supports text, email, phone, long-text, and dropdown (select) inputs, and only module fields a visitor can fill that way—text, email, phone, URL, long-text, and select fields—can be mapped. The public form handler maps the submitted values to the configured module fields and creates a module record through the same record service the app uses. It also records a submission audit entry. A honeypot, timing check, and request-rate guard handle basic automated abuse.

This is a direct record-creation workflow. It does not mean Coherence agents autonomously read or send email, and a form submission should not trigger outreach unless you separately configure and approve a supported workflow.

Explore Coherence Sites or review how Sites pages are built.

Step-by-Step Setup

1. Choose the right record type

Do not send every form to People by default. Choose the record that matches what the visitor is doing:

• Leads for a sales inquiry
• People for a relationship that already exists
• Projects for a scoped request
• A module installed from a template pack—an applications or requests module, for example—for a domain-specific workflow

The first record type determines the fields, views, permissions, and downstream workflow. Remember that the target must be an eligible System module with public form submissions turned on; a custom module you created from scratch can't be a form target yet.

2. Define the minimum useful fields

Ask only for what the team will use. A service inquiry might need:

Avoid asking for fields because the CRM happens to have them. Every additional input can reduce completion.

3. Map every input deliberately

In the Coherence Form block:

1. Select the target module.
2. Add the visible fields (a form holds at most 12).
3. Choose the correct input type.
4. Map each field to a destination from the module's field list.
5. Mark only genuinely required fields as required.
6. Write a success message that sets an honest expectation.

Do not map unrelated inputs into one field unless you intentionally want a readable combined note.

4. Preserve context as fields

A person's email address is not enough context. Decide how the form and analytics setup will capture information the team needs later, such as:

• Form or offer name
• Landing-page path
• Campaign code
• Requested service
• Region or location
• Consent state and wording version

The Coherence Sites form handler retains the page path in the submission audit, but the current Form block does not expose a hidden-field type. Use an explicit field or a separately tested analytics or integration path for campaign attribution and consent data. Do not claim end-to-end attribution until that setup has been verified in the published environment.

5. Publish and submit a real test

Test the published page, not only the editor preview.

Use realistic values and confirm:

• The visitor receives the correct success state.
• Exactly one CRM record is created.
• Required fields reject incomplete submissions.
• Every value appears in the intended destination field.
• Defaults such as status or lead ID are applied.
• The record is visible to the right team members.
• Mobile form behavior is usable.

6. Test the failure path

Temporarily create a safe validation failure in a non-production form or test workspace. Confirm the page does not promise success when record creation fails and that your team has enough evidence to investigate.

Field-Mapping Mistakes to Avoid

Mapping labels instead of stable fields

A visible label can change from “What can we help with?” to “Tell us about your project.” The destination should remain a stable CRM field such as inquiry or notes.

Sending several meanings into one status field

“Website lead,” “Needs review,” and “Web design” represent source, workflow status, and interest. Store them separately so filtering and reporting remain useful.

Making every field required

Required fields should protect a necessary workflow, not satisfy curiosity. Ask for more information after the first contact when possible.

Ignoring public-write permissions

A public form needs controlled permission to create the intended record type. It should not grant broad read or write access to the rest of the CRM. Coherence only accepts public submissions into System modules whose Public site access is set to accept form submissions, and it checks that setting again when each record is created.

Skipping spam controls

Honeypots and rate limits reduce basic abuse, but no public form is immune to spam. Monitor volume and data quality, and add stronger controls if the risk or traffic requires them.

Form-to-CRM Launch Checklist

• The target record type matches the visitor's intent.
• Each input maps to the correct CRM field.
• Only necessary fields are required.
• Source, offer, and consent context have an explicit storage plan.
• The published form creates exactly one test record.
• Default status, IDs, and validation behave correctly.
• The success message does not promise an unsupported response time.
• The form works on mobile and with keyboard navigation.
• Spam and failure monitoring have an owner.
• Team permissions let the right people see and manage the new record.

When Coherence Is Not the Right Fit

Use a specialized form platform or a custom endpoint when you need complex branching surveys, payment processing, regulated-data controls beyond your Coherence configuration, advanced scoring before record creation, or a deeply custom application flow.

Coherence is a stronger fit when a conventional website inquiry should become a flexible customer or operational record in the same workspace where the team manages the resulting work.

If you are moving an existing site first, use the AI website import guide before rebuilding its forms.

Frequently Asked Questions

Do I need Zapier to connect a Coherence Sites form to Coherence CRM records?

No. A native Form block can map its inputs directly into a selected Coherence module. A connector may still be useful when the destination is a separate external system.

Can a website form create a custom record instead of a lead?

Partly. The target can be any eligible System module—People, Projects, or a module installed from a template pack, not just Leads—once that module accepts public form submissions. Modules you create from scratch can't receive public form submissions yet.

Does Coherence automatically email every new lead?

No. Coherence agents do not currently autonomously read or send email. This article covers form-to-record capture, not autonomous outreach.

Does the form preserve UTM parameters automatically?

Do not assume it does. The current submission audit retains page context, while campaign attribution requires an explicit field and analytics design. Test UTM and referrer preservation on the published site before relying on it for reporting.

What happens if the CRM service is temporarily unavailable?

The Coherence Sites handler creates the record only through the standard module-record service, so the module's validation, defaults, and record limit apply; there is no direct-to-database fallback. If that service is unavailable—or the module is not opted in to public submissions or has reached its record limit—no record is created, the visitor sees an error instead of a success message, and the submission audit keeps the submitted values for your team to review. Teams should still test and monitor failure behavior for production forms.