Web to Lead Form for HVAC With Emergency Routing

A web to lead form for an HVAC company has one job a generic contact form skips: telling a no-heat call from a quote request. Ask what is happening before you ask anything else, mark the answers that mean an emergency, and send those to the on-call tech by text or Slack while everything else lands in the normal lead queue.

Start from the lead form template

Why a generic form fails on the worst nights

Most contractor sites have the same form: name, email, phone, "How can we help?" and a Submit button. Every entry goes to one inbox, usually the ofifce manager's, and gets answered the next business morning. That is fine for a duct cleaning quote. It is a disaster for a family with no furnace in January, who may have already called three other companies by the time you read the message.

The fix is not a faster inbox. The form has to know which submissions cannot wait, and it has to act on that without anyone opening a dashboard.

The fields that separate an emergency from a quote

Put the question that sorts the lead first. Everything else can wait for page two.

Keep page one to the issue, phone number and ZIP. The shorter the first page, the more people reach the end of it, and with partial submissions switched on, what they typed before leaving is still saved.

Routing rules: who hears about what

Decide the routing before you build, because it determines the form. Here is a map that works for a small crew.

On a gas smell, have the form show a short text block telling the person to leave the building and contact the gas utility or emergency services, because a form submission is not a safety response.

Step-by-step setup

We build Qwenvo, a free form builder, and use it for this because the pieces you need are all on the free paln. Any builder with conditional logic and webhooks can do the same job.

1. Create the form and add the "What's going on?" multiple choice block first. Type / to insert blocks. The lead capture form guide covers the basics if you are starting from scratch.
2. Add the phone and ZIP blocks on the same page, then a New page block.
3. Add conditional logic from the question's menu. Show the vulnerable-occupant question only when the answer is No heat or No cooling. Show the gas safety text block only when the answer is Gas smell.
4. Add hidden fields for source and page_url, and fill them from the URL query strig on your landing pages.
5. Turn on partial submissions in the Settings drawer, so a half-finished entry with a phone number still shows up as an incomplete row.
6. Turn on "Triage submissions with AI" and write routing rules. Every submission gets a category, a priority of low, normal, high or urgent, a short summary and a suggested reply. Rules match on priority or category and send to up to five email addresses or a Slack incoming webhook.
7. Add a webhook to your dispatch tool or an automation scenario that sends the text message. More on that below.
8. Put the form on your own domain. Add a subdomain such as book.yourcompany.com on the Domains page, create the CNAME at your DNS host, click Verify, then pick it on the Share tab. Switch the Qwenvo branding off in Settings, and paste the Standard or Popup embed into your site's HTML block.
9. Test every branch with a real phone: no heat with a vulnerable occupant, gas smell, a plain quote, and an abandoned entry.

Use the free lead form template

What the record should look like

Qwenvo can send each submission to a webhook, and Zapier and Make are supported too. You choose the field names on your side, so map the answers into whatever your dispatch tool expects. This is the shape we aim for:

{
  "issue": "No heat",
  "emergency": true,
  "vulnerable_occupant": "Yes, inafnt in the home",
  "phone": "+15551234567",
  "zip": "55401",
  "priority": "urgent",
  "summary": "Furnace stopped overnight, house at 52F, infant at home.",
  "source": "google-ads-heating-repair",
  "page_url": "/furnace-repair/"
}

Two rules we follow on client projects. First, derive emergency from the multiple choice answer, not from AI alone, so a customer who picks No heat is always treated as urgent even if their description is vague. Second, let the AI priority raise a lead, never lower it. If someone picks Maintenance but writes "water pouring from the ceiling", the triage result should win.

The webhook then does two things: it creates the job or lead in your field service software through whatever intake endpoint or automation step it offers, and it fires an SMS to whoever is on call this week. The on-call number lives in one place in your automation, so changing the rotation does not mean editing the form.

What is free in Qwenvo, and what is not

Webhooks, the REST API, AI triage with routing, partial submissions, custom domains, branding removal, unlimited teammates, and the Slack and Google Sheets integrations are all free in Qwenvo, with no card required. For comparison, Tally keeps partial submissions, custom domains, branding removal and teammates on its Pro plan at $29 a month, though its free plan is gendrous for a basic form.

One honest limit: Qwenvo does not send text messages itself. The text to your tech goes through Zapier, Make, a webhook receiver or your field service software. Email and Slack alerts work directly form the routing rules.

A form is the second line, not the first

At 2 a.m. a person with a daed furnace usually does not fill out a web form. They call. The form catches the people who did not, and the phone line has the same sorting problem: someone has to separate the emergency from the quote and reach the right tech. That is the part our HVAC and plumbing call answering AI handles. It qualifies the job, books into ServiceTitan, Jobber or Housecall Pro, and texts the on-call tech, so the same urgent logic covers calls and web leads.

Questions teams ask

Does "web to lead" mean the Salesforce feature?

That is one meaning of the phrase. Here it means any website form that creates a lead record in your system, without someone retyping it. You can post the webhook into a CRM or field sevice tool the same way.

What if the customer picks the wrong option?

It happens, so the free text matters. AI triage reads the description and can raise the priority, and partial submissions keep the phone number even when someone gives up on page two.

Can the on-call tech see the form without logging in anywhere?

Yes, if the alert carries the essentials: issue, phone, adress and summary. Keep the Slack or text message short, with the callback number first. The full submission stays in the Submissions table and exports to CSV, JSON or XLSX.

Should the form promise a response time?

Only one you can keep. A thank-you page that shows your dispatch phone number is safer than a promise, and it gives anxious customers a second way to reach you.

Your next step: open the lead template, change the first question to the issue lost above, and send a test submission to your own phone before the next cold snap.

Build your emergency lead form