BW BinaryWebs Feature Catalogue Reusable website and CRM features Discuss a feature
← Back to Lead Management & Conversion Pipeline
How-to guide · Feature 1.0

Convert a lead into a customer

Turn a qualified CRM lead into a customer record while keeping the original enquiry linked for future reference.

5 steps · Content revision 1 · Reviewed 10 September 2026

Before you start

  • Lead access — Make sure you can open the Leads area and that the lead you want to convert has enough contact information to create a useful customer record.
  • Check for duplicates — Before converting, quickly check that the person or business is not already stored as a customer.

Follow these steps

  1. 1

    Open the lead

    Open Leads from the CRM navigation and select the lead you want to progress. Review the name, email address, phone number, source and any campaign information before converting it.

    Expected resultYou are viewing the correct lead and the enquiry details are ready to be used for the customer record.
  2. 2

    Review the lead journey

    Check the lead status and any available journey information so you understand where the enquiry came from and what has already happened. Correct any obvious contact-detail errors before continuing.

    Expected resultThe lead information is accurate enough to become part of the permanent customer record.
  3. 3

    Choose Convert

    Use the Convert action on the lead. Confirm the conversion when prompted. The CRM will create or link the appropriate customer and contact records while retaining the lead relationship.

    Expected resultThe lead is converted and linked customer/contact information is available.
  4. 4

    Check the new customer record

    Open the linked customer and confirm the important contact information has carried across correctly. Check the primary contact details and make any customer-specific additions that were not available on the original lead.

    Expected resultThe customer record contains the correct person and contact details.
  5. 5

    Continue the follow-up journey

    Use the customer, contact, email, task or calendar tools required for the next step. The original lead remains useful as the record of how the customer first entered the CRM.

    Expected resultThe enquiry has moved from lead generation into the normal customer-management workflow without manual re-entry.
Expected result

When you have finished

A qualified lead is converted into a usable CRM customer/contact relationship, with the original lead retained as part of the enquiry history.

Troubleshooting

The Convert action is not available

Check that you have permission to update leads and that the lead has not already been converted.

The customer already exists

Do not create an unnecessary duplicate. Review the existing customer/contact first and use the available linking workflow where appropriate.

Important details are missing after conversion

Return to the lead to confirm the original information, then update the customer or contact record with any missing customer-specific details.