Capture leads from your website

What you’ll need:

• A website, landing page, online store, or booking page

• Administrator (Admin) access in Kommo to configure pipelines, sources, forms, fields, and automations

• A clear idea of what visitors should do, such as request a quote, start a chat, book a meeting, or place an order

• A test email address and phone number

Keep in mind:

• Start with one important website action instead of connecting every form and page at once.

• Ask only for information your team will use to qualify or follow up with the lead.

• A form submission and a chat message are different lead experiences. Choose the method that matches how your clients prefer to contact you.

• Some advanced analytics, booking, automation, and AI features depend on your Kommo plan and enabled add-ons.

• The AI agent replies to incoming messages. It cannot start a conversation with a website visitor.

Choose this guide if your website receives contact requests, quote requests, demo requests, booking requests, product questions, newsletter sign-ups, event registrations, or online-store inquiries.

The goal is not only to collect contact details. A useful website setup should create the correct lead, save the information your team needs, preserve the source, assign responsibility, and create a clear next action. This helps your team respond faster and measure which website pages and offers generate real opportunities.

What you can build in Kommo

Kommo supports several ways to capture website leads. You can use one method or combine them after the first workflow is working reliably.

Useful business use cases

• Quote requests: Collect the product or service, location, budget, and preferred contact method, then assign the lead to the correct team.

• Demo and consultation requests: Create a lead from the website and send a booking link or let the visitor choose a time immediately.

• Product questions: Let visitors start a website chat and continue the conversation through WhatsApp, Facebook Messenger, Apple Messages for Business, or another connected channel.

• Lead magnets: Capture visitors who request a catalog, price list, guide, or other resource and organize them using tags or fields.

• Event and webinar registrations: Save registration details, create a follow-up task, and segment attendees for future communication.

• Online-store assistance: Connect store and chat data so the team or AI agent can answer questions using product, order, and policy information.

• After-hours inquiries: Use forms, bots, or the AI agent to collect details and keep the lead moving until a teammate is available.

Step 1. Decide what should count as a website lead

Start by choosing the main action that shows useful interest in your business. Examples include:

• Submitting a contact or quote form

• Starting a website chat

• Requesting a demo or consultation

• Booking an appointment

• Downloading a catalog or price list

• Registering for an event

• Starting or completing an order

Avoid treating every low-intent interaction as an active sales opportunity. For example, a newsletter sign-up may need a different stage or pipeline from a quote request.

Step 2. Prepare the pipeline and lead structure

Before connecting the website, decide where each inquiry should arrive and what your team should do next.

A simple website-lead pipeline may include:

1. New website inquiry

2. First response sent

3. Qualified

4. Meeting or proposal

5. Follow-up

6. Won or lost

For different inquiry types, you can use separate stages, tags, or pipelines. For example, Demo request, Quote request, General question, and Existing customer request may require different ownership or response times.

Learn more in Create and manage pipelines.

Choose what information to store

Map each answer to the correct record type:

• Contact: Name, phone number, email address, preferred contact method

• Company: Company name, website, industry, team size

• Lead: Product interest, request type, budget, location, source page, campaign, expected value

Learn more in Manage leads, contacts and companies.

Use custom fields only when the information helps your team qualify, personalize communication, route the lead, or measure results. See Configure custom fields.

Step 3. Choose and connect the lead capture method

Option 1. Create a Kommo webform

Use a Kommo webform when you need a structured form and do not want to build the connection from scratch.

In the webform builder, you can:

• Start from a form template

• Add lead, contact, company, and additional fields

• Customize text, colors, fonts, field styles, borders, and layout

• Add custom CSS when needed

• Choose the pipeline stage where submitted leads should arrive

• Add tags to identify the form or offer

• Enable autofill

• Add a success message

• Redirect visitors to another page after submission

• Connect Google Analytics when available on your plan

You can install the form by placing its HTML code on your website or share the hosted form page through a link. Once installed, submissions are connected to your Kommo workspace automatically.

Learn more in Manage webforms in Kommo.

Option 2. Add a website chat button

Use the website chat button when visitors usually have questions before they are ready to submit a full form.

The chat button lets you:

• Start conversations directly from your website

• Offer connected messaging channels through one website entry point

• Customize the appearance to match your website

• Route incoming conversations into the selected pipeline

• Keep messages connected to the lead and client history

• Use templates, bots, Kommo AI tools, and the AI agent in the resulting conversation

Choose only the channels your team is prepared to monitor. A button with many inactive options creates a poor client experience.

For setup instructions, see Create and install a website chat button. To manage the resulting conversations, see Manage chats in Kommo.

Option 3. Connect an existing form

Keep your current form when it already supports the design, logic, or questions your business needs. Connect it through a supported integration or API.

Examples include:

• Jotform for forms with advanced questions and conditional logic

• Yay! Forms for forms, surveys, quizzes, response-based tags, and routing

• A custom API connection for a form built specifically for your website

More available integrations here.

Map every important answer to an existing Kommo field and decide where the lead should arrive. Test one response containing typical answers and one containing unusual or optional answers.

Option 4. Add a booking link

Use a booking page when the intended website conversion is an appointment rather than a general inquiry. The visitor can select an available service, specialist, date, and time. See Use your booking page.

Use a team link for new clients and a lead-specific link when an existing client should book without creating a duplicate lead. Learn more in Use booking links in Kommo and Manage appointments and bookings.

Option 5. Connect an online store

For an online store, use the platform integration instead of treating every action as a generic form submission. Depending on the platform, Kommo can synchronize customer details, products, carts, orders, and conversations.

Examples include Shopify, WooCommerce, and Nuvemshop/Tiendanube.

Step 4. Route new website leads

Define what should happen immediately after a new inquiry enters Kommo.

• Destination: Select the correct pipeline and stage.

• Ownership: Assign the lead by request type, product, location, language, source page, or team availability.

• Segmentation: Add tags such as website, quote-request, demo-request, catalog-download, or the page name.

• Priority: Mark high-value requests or create a faster response path when specific answers are submitted.

• Next action: Create a task with a clear response deadline.

Keep the first version simple. A reliable task and assignment are more valuable than a complex automation no one understands.

See Automate pipeline actions.

Step 5. Prepare the first response

Visitors should know their request was received and what will happen next. Prepare reusable messages for the most common website actions.

• Form submission confirmation

• First response from the responsible teammate

• Request for missing information

• Quote or consultation confirmation

• Booking invitation

• Catalog or resource delivery

• No-response follow-up

• Handoff to another teammate

Use placeholders to personalize messages with lead, contact, or company information. Keep templates short enough for the teammate to review and adapt before sending. Learn more in Create and set up chat templates.

Step 6. Use the AI agent for website conversations

The AI agent is most useful when website visitors start a chat and expect an immediate, conversational response.

Depending on your plan and configuration, the AI agent can:

• Welcome the visitor and understand what they need

• Answer questions using your business information and knowledge sources

• Ask qualifying questions

• Collect the visitor’s name, phone number, email address, budget, or other details

• Add tags or update supported lead fields

• Move the lead to the correct pipeline stage

• Recommend products or services when product information is available

• Offer a booking flow when appointments are configured

• Transfer the conversation to a teammate with context

Prepare the AI agent

1. Connect a website chat or messaging channel. The AI agent replies to incoming messages and cannot start a conversation.

2. Create the agent. You can generate an AI agent using your website URL or business information, then review and adjust the result.

3. Add knowledge sources. Include services, pricing guidance, opening hours, delivery information, policies, FAQs, and conditions the visitor should know.

4. Configure the Persona. Set the role, tone, reply length, language, and communication guidelines.

5. Create Actions. Define when the agent should qualify a lead, collect details, update the record, offer a booking, or transfer the conversation.

6. Choose the channels and stages. Limit the AI agent to the website conversations and pipeline stages where it should operate.

7. Use Test mode. Test common questions, missing information, unclear requests, negative cases, and requests for a human teammate.

Review plan availability, active-agent limits, and shared AI credits before launch. Keep the website and knowledge sources updated so the AI agent does not rely on outdated information.

See Set up AI agents and Assist customers with Kommo AI agent.

How other Kommo AI tools help

• AI reply suggestions: Help teammates draft responses based on the conversation and connected knowledge sources.

• AI rewriter and AI suggestions: Improve wording, grammar, tone, and clarity before sending.

• Conversation Summary: Help a teammate understand a long website conversation before taking over.

• Task Suggestions: Turn promises and next steps from the conversation into follow-up tasks.

• Copilot: Help users understand Kommo, summarize lead context, spot unanswered questions, and suggest missing record information.

Learn more in Kommo AI overview and Kommo Copilot overview.

Step 7. Track where website leads come from

Store enough source information to compare results without making the lead card difficult to use.

Useful values include:

• Website or landing-page name

• Form or chat-button name

• Page URL

• Campaign or UTM information

• Requested product or service

• Lead type, such as quote, demo, booking, or download

Kommo webforms can use tags, pipeline-stage settings, redirects, and Google Analytics when available. For other sources, map campaign information through the integration or custom fields.

Track more than submission volume. Review how many website leads receive a response, become qualified, book a meeting, receive a proposal, and become won leads.

Step 8. Test the complete website journey

Test the setup as a real visitor would use it.

1. Open the website in a private browser window.

2. Submit the form, start the chat, or complete the booking using test details.

3. Confirm that only one lead and contact are created or matched.

4. Check the pipeline, stage, responsible user, source, tags, and mapped fields.

5. Confirm that the first task or automation runs correctly.

6. Review the visitor-facing success message, redirect, or first reply.

7. Reply from Kommo and confirm that the conversation remains connected to the lead.

8. Test mobile and desktop versions of the website.

9. Test an incomplete submission, an unusual answer, and a returning client.

10. When using the AI agent, test the handoff to a teammate and confirm that the conversation context is preserved.

Recommended first setup

For most businesses starting with Kommo, this is a practical first version:

1. Choose one high-value website action, such as Request a quote

2. Create one destination stage for new website inquiries

3. Add only the required contact and qualification fields

4. Install one Kommo webform or website chat button

5. Add one source tag and one responsible teammate

6. Create one first-response task

7. Prepare one confirmation and one follow-up template

8. Complete the full test journey

9. Only then add more forms, pages, routing rules, bots, or AI-agent actions

Launch checklist

• The main website conversion action is clearly defined

• The form, chat button, booking page, or integration is installed on the correct page

• The mobile and desktop versions work correctly

• Required fields are clear and not excessive

• Form answers map to the correct lead, contact, or company fields

• The lead reaches the correct pipeline and stage

• The responsible teammate and response deadline are correct

• Source, page, form, and campaign information are stored consistently

• The visitor sees a clear confirmation or receives a first response

• Returning visitors do not create unnecessary duplicate records

• Templates, bots, and AI-agent actions have been tested before launch

• The team knows where website inquiries appear and what to do next

Best first result

A real website visitor can submit a request or start a conversation, Kommo creates or updates the correct lead with useful context, the right teammate receives a clear next action, and the visitor gets a timely response without information being copied manually between systems.