Your Salesforce Website Integration Might Be Losing Leads (And You’d Never Know)

We’ve recently taken over web maintenance responsibilities for several WordPress healthcare websites with Salesforce integrations and there’s enough of a trend of bad implementation that my dev team asked me to write this article. 

The worst part? Their marketing teams had no idea anything was wrong.

Are Your Leads Actually Making It to Salesforce?

Here’s what typically happens when marketing leaders inherit or oversee a WordPress-Salesforce integration:

1. You assume if the form works, the lead is captured
2. You trust that your developer built it securely
3. You think someone would tell you if leads were failing

One healthcare provider we audited was losing 150 leads per month for six weeks straight. At an average patient lifetime value of $5,000, that’s $750,000 in lost lifetime revenue per month. The integration had been silently failing, and no one noticed until sales complained about “slow lead flow.”

Questions to Ask Your Developer Today

Don’t wait for a crisis. Send these questions to whoever manages your WordPress-Salesforce integration:

The Essential Five:

1. “Show me the dashboard or audit log where I can see today’s form submissions and their sync status.”
   • Good answer: “Here you go” (can be an export too if they don’t allow access)
   • Bad answer: “We don’t have one” or “I can check the logs.”
2. “What happens if Salesforce is down or our API limit is exceeded?”
   • Good answer: “Submissions are queued and retried automatically. You get an alert.”
   • Bad answer: “The submissions would fail” or “Not sure.”
3. “How do we handle duplicate leads before they hit Salesforce?”
   • Good answer: “We check against existing Salesforce records in real-time before leads post to Salesforce.”
   • Bad answer: “We just send everything through.”
4. “Where are our Salesforce credentials stored and who has access?”
   • Good answer: “In encrypted environment variables. Only server admins have access.”
   • Bad answer: “I’d have to check.”
5. “When did we last update our integration and test it completely?”
   • Good answer: “Last month. We tested in our sandbox first, and here’s the test report showing all Flow triggers and validation rules working correctly.”
   • Bad answer: “It’s been a while” or “It’s working fine, why update?”

If you don’t like the answers, it’s time for an audit.

Take Action Today

Start with the five essential questions. If you don’t get satisfactory answers, it’s time for a professional audit. Your future self (and your revenue targets) will thank you.