Lead forms and lead routing in Fulcrum CRM

Build a Fulcrum CRM lead form, embed it on your website or share it as a link, and set up routing rules that assign each new lead to the right person or team.

Lead forms put new enquiries straight into Fulcrum CRM, and lead routing decides who gets them. Together they make sure no enquiry sits unanswered in a shared inbox. To act on leads automatically after they arrive, see the workflow automation features.

Create a lead form

1. Go to Settings → Lead Forms and select Create Form.
2. Enter a Form Name, then select Add Field for each field you want. You can use standard, special or custom fields.
3. Set the Thank You Message, or a Redirect URL to send people to your own thank-you page.
4. Choose who to alert about new submissions (a person or an AI agent), whether to Auto-enrich leads with AI, and which tags to apply.
5. Under the on-submit options, choose what else should happen. The options are a confirmation email, a Google Calendar invite, reminders, and Notify team members.
6. Under Allowed Domains, list the websites allowed to show the form. Leave it empty to allow any site.
7. Save, then copy the embed code for your website, or use Copy link to share the form as its own page.

When someone submits the form with an email address that's already in the CRM, Fulcrum updates the existing contact instead of creating a new one. Each form accepts up to 100 submissions an hour. To make a similar form, use Clone.

Submissions also appear under Form responses for admins and anyone on the form's Notify team members list.

Route new leads automatically

Owners and admins set up routing in Settings → Lead Routing.

1. Select New rule and give it a Rule name.
2. Choose which leads it applies to: the source, the event, particular forms, the country or region, and any field conditions (Add condition). Leaving a box unticked means "any".
3. Choose the Assignee. The options are a specific user, a round-robin pool of users, a team (round-robin across its members) or nobody. Decide whether to change the Contact owner, for example only if the contact has no owner yet.
4. Optionally have the rule create a deal owned by the assignee, create a task for them, open a Support Inbox conversation, and notify them in the app or by email.
5. Select Save rule. New rules are saved switched off; select Enable when you're ready.

Respond fast

The quicker a new lead hears back, the more likely it is to convert. Pair your form with a task for the assignee, or have a Lyre agent call new enquiries back. You can also send people to a booking page from your thank-you page so they can pick a time straight away.

Test the submitted record, not just the success message

Publish or embed the intended form, then submit fictional details you control. Check the new contact, company if applicable, routing outcome and owner notification. Test required-field errors and a duplicate submission. A page showing success does not prove every downstream action ran.

When assignment is unexpected

Review rule order, matching conditions and the available assignees. Check the field values on the submitted record rather than relying on what a visitor remembers typing. Confirm the correct form and organisation before changing a rule used by other pages.

Last updated 2026-11-05