Introduction

Lead form enrichment lets you ask for fewer fields and still create a complete account profile. With one input — an email or website — you can auto-fill company name, logo, industry, size, and country. This guide shows the exact webhook pattern plus copy-paste Node.js code.

TL;DR workflow

User submits a form with email or website.
Your webhook derives the domain and calls /enrich?domain=.
You map safe fields to your DB or CRM and return a friendly confirmation.
Optionally show a preview logo and company name before submit.

Minimal form fields

For B2B, the fastest form is usually: email, first name, last name, and an optional website field for personal domains. Everything else can be enriched server-side.

Quick demo

# Enrich by domain
curl -s '[https://api.hellobrand.dev/enrich?domain=acme.com](https://api.hellobrand.dev/enrich?domain=acme.com)' | jq

Node.js webhook (Express)

This endpoint accepts a lead submit, enriches by domain, and stores mapped fields. Works on Node 18+ using native fetch.

import express from 'express';
import { randomUUID } from 'node:crypto';

const app = express();
app.use(express.json());

const API = '[https://api.hellobrand.dev';
const](https://api.hellobrand.dev';
const) KEY = process.env.HB_API_KEY; // optional depending on plan

async function enrichDomain(domain) {
  const url = `${API}/enrich?domain=${encodeURIComponent(domain)}`;
  const headers = KEY ? { Authorization: `Bearer ${KEY}` } : {};
  const r = await fetch(url, { headers, signal: AbortSignal.timeout(8000) });
  if (r.status === 404) return null;
  if (!r.ok) throw new Error(`enrich failed ${r.status}`);
  return r.json();
}

app.post('/api/lead', async (req, res) => {
  const { email, website, firstName, lastName } = req.body;
  const domainFromEmail = email?.split('@')[1];
  const domainFromWebsite = website?.replace(/^https?:///, '').split('/')[0];
  const domain = domainFromWebsite || domainFromEmail;

  let enrichment = null;
  if (domain) {
    try { enrichment = await enrichDomain(domain.toLowerCase()); } catch (_) {}
  }

  // map only what you will actually use
  const lead = {
    id: randomUUID(),
    email,
    firstName,
    lastName,
    domain,
    companyName: enrichment?.name ?? null,
    website: enrichment?.website ?? null,
    industry: enrichment?.industry ?? null,
    employeesMin: enrichment?.employees?.min ?? null,
    employeesMax: enrichment?.employees?.max ?? null,
    country: enrichment?.country ?? null,
    logo: enrichment?.logo ?? null,
    source: 'lead-form'
  };

  // TODO: save to your DB and push to CRM
  return res.status(201).json({ ok: true, lead });
});

app.listen(3000, () => console.log('listening on :3000'));

Next.js route handler (app router)

export const runtime = 'nodejs';

const API = '[https://api.hellobrand.dev';

export](https://api.hellobrand.dev';

export) async function POST(req) {
  const body = await req.json();
  const email = body.email || '';
  const website = body.website || '';

  const domain = website.replace(/^https?:///, '').split('/')[0] || email.split('@')[1] || '';
  let enrichment = null;
  if (domain) {
    const r = await fetch(`${API}/enrich?domain=${encodeURIComponent(domain)}`);
    if (r.ok) enrichment = await r.json();
  }

  const payload = {
    email,
    domain,
    companyName: enrichment?.name,
    industry: enrichment?.industry,
    logo: enrichment?.logo
  };

  return new Response(JSON.stringify({ ok: true, lead: payload }), { status: 201 });
}

Client-side preview (optional)

Show a company preview after the user types a website. This reduces typos and boosts form confidence.

CRM mapping

Enrichment field	HubSpot	Pipedrive	Notes
name	Company name	Organization name	Keep canonical casing
domain	Website URL	Website	Store root only
industry	Industry	Industry	Use a controlled list
employees	Number of employees	Size	Prefer ranges
logo	Custom field	Custom field	CDN URL with caching

No-code path

Trigger when a new form submission arrives.
Use a webhook or HTTP step to call /enrich?domain= with the derived domain.
Map fields to CRM and send a notification to sales.
Throttle to respect rate limits and add retries with backoff.

Validation and normalization

Lowercase domains, strip protocol and www, collapse trailing slashes.
Handle punycode for international domains.
Fallback to email domain when website is empty.
Skip personal mailboxes such as gmail or outlook; prompt for a website instead.

Caching and performance

Cache successful responses 7 to 30 days at the edge.
Respect ETag or Last-Modified when provided.
Batch backfills and pace requests; add jittered retries for 5xx.

Security and privacy

Do not place API keys in client code; call enrichment from your server.
Store only fields you use for routing, personalization, or reporting.
Honor deletion requests by removing linked enrichment data.

Troubleshooting

404 unknown domain — allow manual review or ask for a website.
429 rate limit — respect retry headers and back off.
Logo missing — use the dedicated logo endpoint or show a placeholder.

FAQ

Can I enrich on the client before submit

Use a preview endpoint you control. Avoid exposing keys and throttle requests.

What if the user enters a personal email

Ask for a company website field or skip enrichment for that record.

Should I store the logo

Hot-link via the logo endpoint with caching headers; store only if you need offline control.

Conclusion

Lead form enrichment lets you keep forms short and data rich. Implement a small webhook that derives the domain, calls enrichment, maps a handful of proven fields, and caches results. Your reps get context on day one, and users get a frictionless signup.

Lead Form Enrichment: Auto-Fill Company Details from a Domain

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