Why build Salesforce forms in ConvertFlow
Salesforce Web-to-Lead captures a form submission and creates a lead. It does that job and stops there — no multi-step qualification, no conditional routing, no A/B testing, and styling it to match your site usually means someone in the dev queue.
ConvertFlow forms create the same Salesforce records, but add multi-step funnels that qualify before asking for contact details, conditional paths by answer, custom field values written on every response, real-time email verification, and funnel-level reporting that shows which question is costing you leads.
The records still live in Salesforce. ConvertFlow is the capture and qualification layer in front of it.
1. Connect Salesforce to ConvertFlow
Head to your ConvertFlow website's Integrations area and click to connect with Salesforce, then grant ConvertFlow permission to access it.
There's no API key or security token to generate. Once connected, ConvertFlow starts pulling in your fields and campaigns, so you can map custom fields and segment contacts as visitors submit your forms, quizzes and landing pages.
2. If your org uses Person Accounts, enable them
This step is specific to Salesforce and easy to miss. If your Salesforce org is configured to use Person Accounts, you'll see a "Use Person Accounts" toggle on the integration after connecting. Enable it and click to save.
Then click to resync the integration so ConvertFlow fetches your Person Accounts field data.
The toggle and the resync are two separate actions, and the resync is the one people forget. If you enable Person Accounts but don't resync, your Person Account fields simply won't appear in the mapping dropdowns later — which looks like the integration is broken when it isn't.
3. Add a form to your campaign
Add your Salesforce form to a ConvertFlow landing page, popup or embed. Click to add an element and choose the "form" element type — start from a form template or build from scratch.
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4. Toggle the contact fields you want
Select the form element and switch on the contact fields to request. Email address maps to Salesforce automatically.
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Each field can be edited from the builder panel — placeholder text, label, required state and more.
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5. Verify emails before the lead reaches Salesforce
ConvertFlow can check that an entered address exists with its provider before the record syncs. Junk leads are expensive in a CRM — they get assigned, worked, and reported on before anyone notices they were never real.
Pro tip: toggling email validation also exposes an option to allow business emails only, which on a B2B form filters out personal addresses before they become leads.
6. Add consent checkboxes
Scroll below the preset contact fields to find compliance checkboxes:
- Privacy consent: link to your privacy policy and terms of service alongside a required checkbox.
- Marketing consent: if your form gates content but also opts the contact into ongoing marketing, collect consent for it.
- SMS consent: require consent to SMS marketing with the required disclosures.
7. Add custom fields and map them to Salesforce
By clicking to add a field at the end of the fields list, you can add as many custom fields as you'd like.
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When naming the field, select from "Salesforce fields" — a dropdown of the fields that already exist in your org. ConvertFlow sends the value collected by this form into that field.
The field needs to exist in Salesforce first. If you're building a form around a new attribute, create it there before you start and it'll be waiting in the dropdown.
Choose the field type — text, dropdown, radio selection, paragraph or hidden. Dropdown and radio options can carry score values, useful for qualifying a lead before it reaches a sales rep.
8. Map quiz and survey answers to Salesforce
Questions added to quiz elements and survey elements can be mapped to Salesforce fields the same way — so a qualifying answer lands on the record rather than in a separate report.
9. Map ConvertFlow's preset fields to Salesforce
On your Integrations page, click to manage the Salesforce integration and map ConvertFlow's preset contact fields to Salesforce fields by entering the field's data name.
Email address is already mapped for you. Use this for the rest — and note that the data name is Salesforce's API name, not the display label a rep sees on the record page.
If you're on Person Accounts and the fields you expect aren't listed here, go back to step 2: the toggle needs to be on and the integration resynced.
10. Style the form to match your site
In the Design tab, set spacing, field layout, width, fonts, button colour and roundness, field colour and shadows — so the form looks native to your site rather than an embedded Web-to-Lead form.
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11. Configure what happens on submit
In the Actions tab, choose what follows submission — redirect to a URL, jump to another funnel step, display a thank-you message, or open a popup.
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Alongside the default action, add automations that fire on submit, including adding the contact to a Salesforce campaign.
Conditional actions are where this earns its place in a sales process: route by field value so a qualified lead is redirected to a booking page while everyone else gets a resource, and each is written to Salesforce differently.
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12. Report on submissions
The funnel breakdown report shows how many people saw, converted and completed the form, where they dropped off, and which answers they selected — so you can see which qualifying question is costing you leads before the record ever reaches Salesforce.
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13. Personalize your website for Salesforce contacts
Once records are syncing, ConvertFlow can read your Salesforce contact data and personalize your website for them — so an existing contact or open opportunity sees something other than the same lead capture form.
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