Every home service website gets visitors who are ready to request a quote, but if there is no easy way for them to submit their information, those visitors leave and call your competitor instead. Lead capture forms solve that problem. With Best ROI CRM, you can create professional forms, embed them on your website or landing pages, and have every submission automatically appear as a new lead in your pipeline. No manual data entry, no missed inquiries.
Before You Begin
You will need admin access to your Best ROI CRM account and the ability to edit your website's HTML. If someone else manages your website, you can still create the form in Best ROI CRM and send them the embed code to paste in. Make sure you have completed Tutorial 1: Getting Started so your lead statuses and sources are already configured.
Creating Your Form
Navigate to Lead Capture Settings
From the sidebar, go to Settings > Lead Capture. This is where you manage all of your lead capture forms. You can create multiple forms for different purposes, such as one for your main website contact page, another for a specific landing page promoting a seasonal offer, and another for a partner site that refers business to you.
The Lead Capture settings page shows a list of all your existing forms along with their status (active or inactive) and how many submissions each one has received.
Create a New Form
Click the Create Form button. Give your form a descriptive name that helps you remember where it will be used, for example "Main Website Contact Form" or "Spring HVAC Landing Page." This name is internal only and will not be visible to the homeowner filling out the form.
You can also set a default lead source for the form. Every lead that comes through this form will automatically be tagged with the source you choose, such as "Website" or "Landing Page." This saves your team from having to manually categorize each submission and gives you clean data for tracking which channels bring in the most leads.
Pro Tip: Create separate forms for each marketing channel or campaign. For example, use one form for your Google Ads landing page and another for your main website. This way you can track exactly which channel generates the most leads and calculate your true cost per lead.
Configure Form Fields
By default, every lead capture form includes the essential fields: name, email, and phone number. Depending on your business, you may want to add additional fields:
- Address — Useful if you need the property location to provide an accurate quote.
- Service Needed — A dropdown or text field where the homeowner describes what they need done.
- Preferred Contact Method — Let the homeowner indicate whether they prefer a call, text, or email.
- Message — A free-text area for any additional details the homeowner wants to share.
You can mark fields as required or optional. A good rule of thumb is to require name and at least one contact method (phone or email), and make everything else optional. The fewer required fields, the more submissions you will receive.
Pro Tip: Keep your forms short. Every additional field you add reduces your conversion rate. For most home service businesses, name, phone, email, and a brief message is the sweet spot. You can gather the rest of the details on the first phone call.
Customize the Form Appearance
Best ROI CRM forms are designed to blend seamlessly with your website. You can customize several visual options to match your brand:
- Button text — Change the submit button label from the default "Submit" to something more action-oriented like "Get My Free Quote" or "Request a Callback."
- Button color — Match the button color to your brand colors so the form looks native to your site.
- Success message — Customize the confirmation message the homeowner sees after submitting, such as "Thanks! We will call you within the hour."
Preview your changes in real time using the built-in form preview on the right side of the screen. Make sure the form looks clean, professional, and is easy to read on both desktop and mobile devices.
Copy the Embed Code
Once you are happy with your form, click the Get Embed Code button. Best ROI CRM provides a small snippet of HTML that you will paste into your website. The embed code loads the form inside a lightweight iframe that adapts to the width of its container, so it will look good whether it is placed in a narrow sidebar or a full-width section.
Click the Copy button to copy the embed code to your clipboard. If you are not the person who manages your website, you can email the code to your web developer with instructions on where to place it.
Embed on Your Website
Open your website editor or CMS and navigate to the page where you want the form to appear. Common locations include your Contact page, a dedicated "Get a Quote" page, or a landing page tied to an advertising campaign.
Paste the embed code into the HTML of the page where you want the form to render. If you are using a website builder like WordPress, Wix, or Squarespace, look for an "Embed" or "Custom HTML" block and paste the code there. Save and publish the page.
The form will appear on your live site immediately. It is fully responsive, so it will adjust to fit both desktop and mobile screen sizes automatically.
Test the Form
Before driving traffic to the page, test the form yourself. Open the page in your browser, fill in the fields with test information, and submit it. Then go back to Leads in Best ROI CRM and confirm that the test submission appeared as a new lead.
Verify the following:
- The lead appears in your leads list with the correct name, email, and phone number.
- The lead source is set to whatever you configured for the form.
- The lead status is set to New.
- The success message displays correctly after submission.
- The form looks and functions properly on a mobile device.
If everything checks out, delete your test lead and your form is ready for real traffic. If something looks off, go back to Settings > Lead Capture, find your form, and adjust the settings.
Pro Tip: Set up a reminder to check your lead capture forms once a month. Make sure they are still rendering correctly on your website, the embed code has not been accidentally removed during a site update, and the forms are still set to active in your Best ROI CRM settings. A broken form means lost leads, and you might not notice until you wonder why inquiries have slowed down.
Getting the Most Out of Lead Capture
Once your forms are live, there are a few things you can do to maximize submissions:
- Place forms above the fold — Homeowners should not have to scroll down to find your contact form. Put it where they can see it the moment the page loads.
- Use clear calls to action — Instead of a generic "Contact Us" headline, try "Get Your Free Estimate Today" or "Schedule a Callback in 60 Seconds."
- Add social proof nearby — Place customer reviews, star ratings, or trust badges next to your form. Homeowners are more likely to submit their information when they see that others have had a good experience.
- Respond quickly — The faster you follow up on a form submission, the more likely you are to book the job. Aim to call or text new leads within five minutes during business hours.
Next Steps
Your lead capture forms are now live and feeding new leads directly into your CRM pipeline. No more missed inquiries, no more manual data entry from your website.
Continue to Tutorial 4: How to Use the Built-In Call Center to learn how to manage inbound and outbound calls, assign leads to reps, and track call outcomes all from within Best ROI CRM.
