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How it works

How a calculator lead reaches your phone list

Six steps, from the line of code on your page to the first call. Each step below is what actually happens in the product, including the parts that can go wrong and how you will know.

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You embed a calculator on a page. A visitor enters their own figures and sees an estimate update live. If they want help, they give contact details and consent. The lead is saved to your contacts, you get an email, and a webhook posts it to HighLevel or another CRM, where your follow-up starts with their numbers.

How it works, step by step

How it works, step by step

  1. Embed the calculator

    Paste one div and one script into the page, or use a popup, floating bubble, iframe or direct link. It renders in an isolated shadow DOM, so your site's styles and the widget's stay apart.

  2. The visitor runs their numbers

    Results update as they type. Definitions explain each term in plain language, and they can share or print the result without giving you anything.

  3. They ask to be contacted, with consent

    Name, email and/or phone, an optional message, and the consent wording you wrote. The consent is stored with the submission.

  4. You get an email and a contact

    An alert email arrives (you can switch it off) and the lead appears in your contacts, de-duplicated by email, then phone.

  5. The webhook fires

    The lead is POSTed as JSON to the calculator's own webhook, or the agency-wide one: a HighLevel inbound webhook trigger, Zapier, Make or any HTTPS endpoint.

  6. Your follow-up starts at the number

    Your workflow tags, assigns and sequences the lead. The producer opens it, reads the inputs and result, and starts the call there.

What exactly is captured when a visitor submits?

The contact details they chose to give, their consent, every calculator input and result, the page URL, and campaign attribution: UTM tags, gclid, fbclid and msclkid click IDs, referrer, landing page and first-touch source. A returning visitor's new submission is appended to their existing contact rather than creating a duplicate.

Because the inputs travel with the lead, the producer can see whether the visitor entered a mortgage balance, how many years of income they wanted replaced, or what they already have in place, before dialing.

What happens if something in the chain breaks?

The visitor always sees a clean result. If your account is over its contact limit, the lead is not saved and you are emailed at most once a day. If a webhook destination is misconfigured, the lead is still in your contacts and email alert, so check those first when a CRM record is missing.

Lead submissions are rate limited, at about 30 per minute, which protects your contacts list and webhook from floods of junk submissions.

Can different calculators send leads to different places?

Yes. Each calculator can have its own webhook URL; if it doesn't, the agency-wide webhook is used. That lets an agency send life leads to one HighLevel workflow and annuity leads to another, or route Medicare-age leads to the producer who holds the right appointments.

The payload's calculator field also lets a single workflow branch by line, if you would rather keep one webhook.

FAQ

Questions agencies ask

Answers first, details after.

How long does setup take?

Embedding is a copy-and-paste job. Most of the time goes into the parts that are your agency's decisions: writing the disclaimer and consent wording, and building the HighLevel or Zapier workflow that receives the webhook.

Does the visitor have to give contact details to see a result?

No. Results update live without any form. The lead form is where a visitor asks to be contacted, so the leads you receive come from people who chose to talk.

What does the visitor see after submitting?

A success confirmation. They see the same confirmation even if your account is over its contact limit, so a billing issue never shows as an error on your website.

Can I turn off the email alerts?

Yes. The email alert for each new lead can be switched off, for example once your HighLevel workflow notifies producers itself. Leads still go to contacts and the webhook.

How are duplicate leads handled?

Contacts are matched per agency by email first, then phone. When a known visitor submits again, perhaps from a different calculator, the new submission is appended to their existing record and the payload's is_new_contact field is false.

Will attribution survive if the visitor comes back days later?

The lead records the first-touch source as well as the current page, referrer and campaign tags, so you can see the channel that first brought them in alongside the one that converted.

Can a visitor share their result with a spouse?

Yes. Share lets them copy a link or send it to a friend, and Print gives a paper copy. Shares are tracked, which is a useful signal that a household decision is under way.

Do I need HighLevel to use this?

No. Leads always reach your built-in contacts and email alerts. HighLevel, Zapier, Make or any HTTPS endpoint can receive the webhook on Agency and Enterprise.

What should the producer say on the first call?

Open on the visitor's own result and check it, rather than repeating the intake questions. Avoid promising a price or approval; the calculator produced an estimate of need, and pricing comes from underwriting. Each calculator page includes compliant openers.

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Watch a lead make the trip

Embed a calculator on a test page, submit your own lead, and watch it arrive in your inbox, contacts and webhook. Start on Producer.

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