Can a form on my own website start an automation?
Yes. Every submission to one of your form URLs raises a "form submitted" trigger — including for people already in your CRM.
Who this is for
Anyone building automations who gets leads from their own site or funnel rather than only from a lead vendor.
Before you begin
- A form URL set up under Agency Admin → Setup → Inbound Forms, with your form actually posting to it.
- Confirm a test submission has landed — build the automation after the plumbing works, not before.
Steps
- Go to Automations and create a new workflow.
- For the trigger, choose "When one of your forms is submitted".
- Pick which of your forms should start it, or leave them all unticked to fire on any form.
- Build the steps — send a text, start the AI, notify a rep, whatever the sequence needs.
- Turn the workflow on and submit your form once to watch it run.
It fires for existing contacts too
This is the part most people don't expect, and it's the reason this beats a form that just emails you. A lead-intake webhook only really has an answer for a NEW person. A form submission is very often someone you already have — asking for a re-quote, requesting a document, filling in a survey months later. The trigger fires either way, so you can build "anyone who asks for a quote again gets this sequence" and have it actually work.
Running the same sequence more than once
By default a contact who has already been through a workflow won't run it again — that rule exists so nobody receives the same texts twice. For a form that people legitimately submit repeatedly, tick "Let the same lead run this again" on the trigger. It still won't start a second copy while one is already running.
Other triggers worth knowing about
Forms aren't the only external-ish start. You can also start a workflow when a tag is added or removed, when a custom field changes, when an appointment's status changes, or on a date on the lead — a birthday, a renewal, a policy anniversary, offset by however many days before or after you want.
How to check it worked
- Submit the form yourself.
- Open the workflow and confirm you appear in its enrolled contacts.
- Watch the first step actually run — a text arriving is the real proof, not the enrollment row.
Common mistakes
- Building the automation before confirming a submission lands. If the plumbing is wrong the workflow looks broken when the form is the problem.
- Leaving the workflow switched off. It saves fine and silently never runs.
- Expecting a repeat submission to re-run the sequence without ticking the re-run option.
Related
Where this lives in the app
This is documentation for Virtual Closer. Book a walkthrough or sign in.