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Qualify WordPress Contact Form 7 leads with Gemini, HubSpot, and Slack

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Created by: Mateusz Skorupa || flowsystems
Mateusz Skorupa

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Last update 6 hours ago

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Quick overview

Gemini reads every Contact Form 7 submission and sorts it into lead, support or spam. Leads are scored from 1 to 5 and saved to HubSpot with a note, support requests go to their own Slack channel, and spam never reaches your CRM.

How it works

  1. New Lead Webhook receives the form fields as JSON from WordPress, for example {"your-name": "Ada Lovelace", "your-email": "[email protected]", "your-message": "..."}. WordPress calls it once per submission, right after Contact Form 7's own spam check. Header Auth keeps the endpoint private.
  2. Settings holds a one-line description of your business, the score that counts as a hot lead, your two Slack channels and the names of your form's email, name and message fields.
  3. Lead Fields is a short Code node that reads those fields, splits the name for HubSpot and collects every other field (phone, subject, consent boxes) for the alerts.
  4. Qualify Lead sends the submission and your business description to Gemini Chat Model and gets back a category (lead, support or spam), a score from 1 to 5 and a one-line summary, checked against a JSON schema.
  5. Lead Verdict adds the verdict to the lead. If Gemini fails or answers outside the schema, the lead goes to sales unscored, so a model outage never loses a lead. A submission with no email and no message is sent to sales as a setup warning instead of being called spam.
  6. Route Lead sends leads to HubSpot, support requests to Notify Support and spam to Ignore Spam.
  7. Has Email sends leads without an email address straight to the alert, since HubSpot needs one. Save to HubSpot creates the contact, or updates it when the email is already there. When Contact Saved sees a contact ID, Add Note attaches the verdict and the full message as a HubSpot note, so a returning visitor's earlier messages are kept.
  8. Sales Alert and Notify Sales post the lead to your sales channel with the score, a :fire: for hot leads, the link to the HubSpot record, and a warning if HubSpot rejected the lead or the note failed. The whole submission is always in the alert.

Setup

  1. Open Settings. Describe your business in one sentence in business, since Gemini scores leads against it. Set sales_channel and support_channel, and adjust hot_score (default 4). If your form renamed the default fields, enter the new names for email_field, name_field and message_field. For an EU-hosted HubSpot account, change hubspot_app_url to https://app-eu1.hubspot.com.
  2. Open New Lead Webhook, add a Header Auth credential (for example X-Webhook-Token with a long random value) and copy the production URL.
  3. Create a Gemini API key and connect it on Gemini Chat Model. The template uses gemini-3.1-flash-lite, a small, fast model that is enough for sorting enquiries.
  4. In HubSpot, create a private app with the crm.objects.contacts.read and crm.objects.contacts.write scopes and connect its access token as a HubSpot App Token credential on Save to HubSpot and Add Note.
  5. Create a Slack app with the chat:write scope, connect its bot token on Notify Sales and Notify Support, and invite the app to both channels (/invite @your-app), or Slack answers not_in_channel.
  6. In WordPress, send the form fields as JSON to the webhook URL on the wpcf7_before_send_mail hook. The free Webhook Actions plugin does it without code: new webhook on wpcf7_before_send_mail, map args.2.fields.your-name, args.2.fields.your-email and args.2.fields.your-message to the same names, add args.0.title as form_title and args.2.meta.url as page_url, and attach the header credential. A short PHP snippet that does the same is under Additional info.
  7. Activate the workflow and send a realistic enquiry through your form. A message that only says "test" is sorted as spam and stops at Ignore Spam, which you can see in the execution list.

Requirements

  • WordPress with Contact Form 7
  • A Gemini API key, a HubSpot account (a free CRM account works) and a Slack workspace

Customization

  • Change what counts as a lead, support or spam by editing the category descriptions in Qualify Lead's schema, for example to add a "job application" category and a fourth output on Route Lead.
  • Swap Gemini Chat Model for OpenAI, Anthropic or a local model; Qualify Lead works with any chat model node.
  • Store the score in HubSpot: create a custom contact property and set it in Save to HubSpot from score.
  • Send support requests to your help desk instead of Slack by replacing Notify Support; ai_summary and summary are ready to use.

Additional info

Who is this for. Small businesses and agencies whose leads arrive through a Contact Form 7 form on WordPress, and who are tired of sorting sales enquiries from support questions and SEO pitches by hand. Contact Form 7 saves nothing to the database, so there is no list to poll: without a webhook, the notification email is the only copy of a lead.

Why before_send_mail. Contact Form 7 validates the fields and runs its spam check first, then fires wpcf7_before_send_mail, and only then sends the email. Hooking in there means obvious spam never reaches the workflow, and a broken mail setup no longer loses leads. Gemini then catches the human-written spam that gets past Contact Form 7.

WordPress side without a plugin. Put this in functions.php or a custom plugin. List your form's field names in $fields, and replace the URL and the token with yours (the token must match the Header Auth credential in n8n):

add_action( 'wpcf7_before_send_mail', function () {
    // Contact Form 7 has validated the fields and passed its spam check by now.
    $fields  = [ 'your-name', 'your-email', 'your-subject', 'your-message' ];
    $payload = [];
    foreach ( $fields as $field ) {
        $payload[ $field ] = sanitize_textarea_field( wp_unslash( $_POST[ $field ] ?? '' ) );
    }
    $payload['form_id']  = absint( $_POST['_wpcf7'] ?? 0 );
    $payload['page_url'] = get_permalink( absint( $_POST['_wpcf7_container_post'] ?? 0 ) ) ?: '';

    $args                               = [];
    $args['headers']['Content-Type']    = 'application/json';
    $args['headers']['X-Webhook-Token'] = 'YOUR-TOKEN';
    $args['body']                       = wp_json_encode( $payload );
    $args['blocking']                   = false; // do not make the visitor wait for n8n
    wp_remote_post( 'https://YOUR-N8N/webhook/wordpress-cf7-lead', $args );
} );