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Web-to-Lead provides the ability to create a web form for capturing information about website visitors and then save this information as new leads to the CRM instance. Apart from simply capturing lead data, the system can be configured to distribute and assign the newly created lead records to the appropriate sales teams. The feature also allows businesses to set a double opt-in confirmation for new leads. This means that the captured leads will need to confirm their subscription for marketing emails by clicking the opt-in link in the automatically sent email. With the help of Web-to-Lead functionality, organizations can improve lead generation, customize the customer journey from its onset, and ensure faster lead to opportunity conversion.