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Introducing Routing Forms: Screen and qualify people before they book with you


Julia Farina, May 11, 2022

Calendly’s vision has always been to help you connect with people — no matter how, when, or where they interact with your business. Scheduling automation tools should help you close deals, book services, and land candidates faster, whether in person, over email, through messenger apps, or on your website. 

That’s why you’ll love our new Routing Forms, now available on Professionals, Teams, and Enterprise plans. 

Routing Forms let you ask screening questions and then automatically direct website visitors or meeting invitees to a specific scheduling page or URL based on their responses.


Routing Forms: Screen people before they book to make faster, higher-quality connections

No one has time to take every meeting that comes in through your website. But businesses don’t want to miss high-value connections that could lead to new opportunities. According to the Harvard Business Review, you’re seven times more likely to have a productive conversation with a decision-maker when you respond within an hour, so it’s vital to connect with the right people (without wasting your team’s time).

Routing Forms solve the challenge of scheduling from your website by automatically qualifying and prioritizing connections based on everyone’s needs. Routing Forms let you:

  • Qualify invitees before they book: Sales and customer-facing teams can prioritize and close high-value leads based on industry, company size, and other requirements.

  • Automatically route contacts to the right team member: Direct clients, visitors, or students to a specific scheduling option based on their product or program interest. 

  • Build and publish a Routing Form in minutes: A straightforward form-building experience helps Calendly admins quickly create and manage Routing Forms for teams.

Create a Routing Form

“Before adding Calendly Routing Forms, 60% of people who started to book a meeting on our website did not complete the booking. Now, we’re automatically sending demos to specific reps based on company size, which has created better experiences for both our customers and employees. We’re winning more business with less work.

Kenneth Burke, Vice President of Marketing, Text Request

How Routing Forms prevent missed opportunities

In our digitally driven world, people expect nearly instant answers to their questions. If you can’t connect and deliver, you miss opportunities to grow your business.

Research shows 82% of people with sales questions want a response in 10 minutes or less. Yet most businesses have an average lead response time of 47 hours. That’s nearly two days for someone to lose interest — or contact a competitor. (After all, up to 50% of sales are closed by the company who responds first.) 

Routing Forms help you deliver a customer-centric scheduling experience that creates great first impressions, builds relationships, and increases your chances of converting prospects. 

Related reading: Sales needs marketing-qualified leads. Marketing delivers more of them with Calendly.

But Routing Forms don’t just decrease your speed-to-lead. By qualifying upfront and routing to the appropriate team member automatically, you save time and prioritize connections that are the best fit for your business. Routing Forms keep your team members focused on building relationships with qualified leads who are aligned to their expertise areas.

“Now we can quickly qualify clients that are good leads for our agency. It saves us a ton of time and helps us earn more revenue.

Eric Elliott, President, Craft Creative and VIP Marketing agencies

How to use Routing Forms

Routing Forms direct people to any existing Event Type in your Calendly account. For example, you could send someone asking about a specific solution to that product specialist’s booking page. Or, if the person has a general question that could be answered by any team member, the Routing Form can send them to a Round Robin Event Type so Calendly can do the work of assigning a host.

With Routing Forms, the scheduling experience embedded on your website begins with screening questions that qualify new contacts and connect them with the right person on your team.

1. Create a Routing Form

Only Calendly admins can create and publish Routing Forms. Once published, your team can view and share them as needed. To get started, go to the “Routing Forms” tab on your Calendly homepage and start building your intake form. This is where you’ll enter the questions you want to ask.

In the Routing Forms tab, start by adding questions to your intake form.

Best practices for Routing Form questions

The best Routing Forms use a minimum of questions. The more you ask, the more effort for the person filling out your form. If you make the process too time-consuming, you’ll end up with fewer bookings — and conversions. 

When thinking about what Routing Form questions to include, ask yourself: “What do I need to ask in order to route people to the right resource?” and “What criteria would make me not want to meet with someone?”

Don’t worry about getting into detailed topic-driven questions like “What do you want to talk about on our call?” The Routing Form evaluates whether you should take the booking. (Once the lead is qualified and directed to a booking page, you can use the Event Type’s custom booking questions to gather more details.)

Create a Routing Form

2. Match Routing Form responses to scheduling options

Next, build your routing logic to create booking routes that go to any existing Event Type in your account. You can also direct an invitee to a URL.

Booking routes determine which answers correspond to specific Event Types or URLs.

People who don’t meet your scheduling criteria can be sent to a personalized “thank you” page to leave them with a good impression. Consider adding an email address they can contact or a link to some helpful content. That person may not qualify today, but could be future opportunity. 

For example, someone who has entered a <> email address might not be affiliated with a company. That contact may not be worth your sales team's time. To avoid these types of bookings, create a route to send anybody with a <> email address to a webpage with a “thank you for your interest” message instead of your booking pages.

3. Preview and publish your Routing Form 

Be sure to preview your scheduling routes before publishing your Routing Form so you can test the user experience.

Preview and test your routes before embedding a Routing Form in your website or sharing via link.

Once you’ve finalized your Routing Form, publish it for your team to share via a link, or embed it directly into your website as an inline embed, pop-up widget, or pop-up text.

“From self-serve support to automated customer success, we help customers in different departments with different solutions, and each requires a specific sales path. Calendly Routing Forms put prospects on the right path automatically. We’re able to qualify leads instantly and connect them to the right person on our sales team every time.”

Alex Friend, Head of Growth, Stonly

Coming soon: Advanced automated lead routing

Routing Forms are the latest chapter in Calendly’s mission to give you a complete scheduling solution powered by people’s time and intent, whenever and wherever they may be.

“We’re building for a digital-first time-oriented workforce where first impressions begin with your website: Being responsive from the moment of engagement makes a difference,” says Annie Pearl, chief product officer at Calendly. “Launching Calendly Routing Forms is a step toward providing the ultimate omnichannel scheduling experience. We’re giving organizations a scalable automation solution that helps them better understand customers’ and prospects’ needs in a timely manner.”

What’s next? Later this year, Calendly will release advanced lead routing integrations for sales and marketing software platforms that fold seamlessly into your existing enterprise software stack and workflows. You’ll be able to make high-quality connections with people faster than ever. To learn more, join the waiting list to test these powerful integrations. We can’t wait to show you!

Ready to create your own Routing Form? Get started today!

Create a Routing Form

Julia Farina biography
Julia Farina

Julia is a Senior Product Marketing Manager at Calendly.

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