This page covers how that actually works in PrimeWebKit: how the bot decides when to ask, what happens to the details once they're given, and how to get those leads into the systems your sales or support team already uses.
Why lead forms convert worse than a conversation
A static lead form asks for information before it has given anything back. A visitor lands on a pricing page, sees a form asking for their email before they can even see plan details, and closes the tab. The form isn't wrong to want the email — it's just asking at the worst possible moment, before there's any relationship to justify the exchange.
A chatbot flips that order. It can answer the visitor's actual question — pricing, features, whether it integrates with their stack — using content trained from your own site and docs, and only bring up contact details once it's clear the conversation is worth continuing. That reordering, not any particular UI trick, is most of why chat-based capture outperforms a gated form.
How lead capture actually works in a PrimeWebKit chatbot
Every bot has a Lead Capture section in its settings with three controls: an on/off toggle, a choice of which fields to collect (name, email, phone — any subset), and a short instruction telling the AI when and how to ask. That instruction might be as simple as "ask for an email before discussing pricing" or as specific as "only ask for a phone number if the visitor mentions wanting a callback."
During the conversation, the model follows that instruction as part of its system context — it isn't a separate form injected into the chat. When a visitor volunteers or is asked for their details, the response is saved automatically: a lead record gets created with whatever fields were captured, tagged with the conversation it came from, and immediately visible on the bot's Leads page. Nothing needs to be built or wired up for this to happen — enabling the toggle is the whole setup.
Manual capture, for widgets that need it
Not every capture has to happen mid-conversation. The same lead record can also be created directly — useful for a "leave your email for a summary of this chat" button inside a custom widget implementation. Either path lands in the same Leads list, distinguished by a source field so you can tell which came from the conversation itself and which were submitted directly.
Writing a capture instruction that doesn't feel like a form
The capture prompt is the one piece of this you actually write, and it's worth getting right. The failure mode to avoid is asking too early — a bot that opens with "Hi! What's your email?" gets treated exactly like the form it was supposed to replace. Instead, anchor the ask to a moment of genuine intent: after the bot has answered two or three questions, when the visitor asks about pricing or availability, or when a question comes up the bot can't fully answer and a follow-up would help.
Keep the instruction short and behavioral rather than scripted — describe the trigger and the tone, not exact wording. "Once you've helped with their question, ask for their email so we can follow up if they need more detail — don't ask before that" gives the model enough to work with while still sounding like the rest of the conversation, not a hand-off to a different script.
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Where captured leads go next
Every captured lead shows up on that bot's Leads page with the fields collected, the source, and a timestamp, and the list can be exported to CSV at any time for a quick import into a spreadsheet or CRM. For a live pipeline instead of a manual export, a webhook on the lead.created event pushes each new lead to an endpoint the moment it's captured — a Slack channel, a CRM's inbound-lead API, or an internal queue.
That combination — a dashboard for browsing and exporting, a webhook for automation — covers both ends of how teams actually work: checking in on volume periodically, and reacting to a hot lead in real time without anyone needing to remember to look.
Setting it up
Create a chatbot, give it a system prompt describing what it should help with, and add the content it needs to answer questions — a crawled URL, uploaded docs, or a handful of Q&A pairs. Turn on lead capture, pick the fields you want, and write a one- or two-sentence capture instruction. Then paste the embed snippet from the Widget tab before the closing </body> tag on your site — see the full install guide for platform-specific steps on WordPress, Shopify, and plain HTML.