(This post originally appeared on Forbes)

It amazes me how many companies I know – particularly small companies – that go to great effort and expense to build cool websites and attract leads don’t complete the process. There’s a disconnect when visitors arrive and request more information or have a question. When they fill out a form their contact data is just emailed to someone in the sales department who then has to enter that information again into the company’s CRM system. Errors occur and – not surprisingly – follow-ups are unreliable.

It happens a lot and when it does sales inevitably get lost. And yet, simply integrating a company’s website with their CRM application would solve that problem and create more revenue opportunities.

Maybe the fact that this isn’t happening as much as I would’ve thought isn’t so amazing. Most good, mainstream CRM applications do have the ability to integrate themselves with a customer’s website. But it takes some effort and a little technical expertise and these are the kinds of things that are sometimes in short supply at the typical small business.

But there’s an easy way to do this which doesn’t take much effort or expertise. Just create a JotForm and use its built-in integration with popular CRMs and email marketing applications like Zoho, VerticalResponse, MailChimp, Insightly, Keap, Highrise, Constant Contact, Salesforce.com and now…HubSpot.

This week HubSpot was added to JotForm’s list of partners because of its growing popularity and user demand. The integration is available for both products and for both their paid and free versions.

The integration process is the same for most of these applications. You create a JotForm and, after choosing the HubSpot integration and logging in, you’ll be automatically prompted to map your form’s fields to the available fields in HubSpot.  Then the JotForm is easily added to your website.

Once complete, visitors can register for an event, request information or ask questions on your custom JotForm and when they submit the form that information automatically gets added to your CRM – HubSpot or whatever – as a new contact or lead.

Hopefully, you’re at least proficient enough to setup a workflow or automation in your CRM system that can evaluate the new record and assign it to a salesperson, send a confirming email to the visitor and schedule a series of automated reminders to both the salesperson and management if follow-ups aren’t being done. Configured quickly, it’s a quick, automatic process that will ensure that nothing is falling through the cracks and every opportunity is resolved.

“Sales and marketing teams deserve to have a painless way to connect their forms to their CRM,” said Aytekin Tank, founder and CEO of JotForm in a press release. “We’re thrilled to be able to offer this to our users.”