Route Live Website Prospects to The Perfect Sales Reps (Ultimate Guide)

Here's a deep dive into using ServiceBell to route website prospects to the perfect sales reps.

Daniel Ternyak
November 19, 2023

Nothing will make your sales reps happier than being spoon-fed warm prospects, automatically.

This play gives you everything you need to know to efficiently route website prospects to the perfect sales reps. So you can spoil your reps and convert more website prospects.


  • The Basics of Routing
  • Popular Routing Rules & Use Cases
  • Combing Routing Rule Groups
  • Route Prospects to HubSpot Record Owners
  • Configure Default Routing

The Basics of Routing

Routing lets you control exactly how certain visitors, prospects, and accounts get connected to specific reps and agent groups. It basically lets you find and connect the perfect rep to visitors, based on their CRM data, behavior, and demographics.

You can find the “Routing rules” by clicking “Automations” on the left sidebar:

“First Available” vs “Round Robin” routing

First Available → Fastest agent to accept gets the lead.

  • Speed: This method ensures the quickest response to alerts by routing them to the next available agent.
  • Efficiency: It can maximize the utilization of available agents, reducing idle time.
  • Potential Overload: Popular agents might become overloaded if they are frequently the first available.
  • Uneven Distribution: Workload may become unevenly distributed among team members.

Round Robin → Conversations are assigned to active team members in a sequential order.

  • Fairness: Ensures an equitable distribution of work across team members.
  • Predictability: Agents can anticipate workload better, which can help with managing their time and reducing burnout.
  • Potential Delay: May lead to slower response times since the next inquiry waits for the next agent in the sequence.
  • Complexity: Can be more complex to manage if team members have different work schedules or if there's a high turnover rate.

Popular Routing Rules & Use Cases

Here’s the most popular and powerful ServiceBell routing rules and specific use-cases they’re best fitted for.


The URL property lets you target visitors based on the page URL they’re viewing. Letting you include and exclude specific URLs (or even portions of the URL). This is especially powerful when combined with other routing rules and logic.

You can target page URLs like:

  • Home page
  • Pricing page
  • Contact page
  • Demo request page
  • etc…

You can target specific domains/sub-domains, like:

  • Your backend “app” domain
  • Your marketing website domain
  • Your proposal/quote page domain
  • etc…

Visitor Segments

Don’t create the same rules (for routing, live feeds, alerts, journeys, etc) over and over again. Visitor segments let you group visitors based on specific CRM data, behavior, and demographics. Plus, any changes made to a specific segment will update it across everything.

You can create visitor segments for:

  • Target accounts
  • High-intent visitors
  • Pricing page visitors
  • Ad campaign visitors
  • Prospects who ghosted
  • Prospects viewing proposals
  • Company visitors with open deals
  • Visitors who found you through LinkedIn
  • …and pretty much ANY criteria you want

UTM Parameters

UTM parameters enable routing based on the traffic source, campaign, medium, and more. Letting you get highly-specific with how you route visitors from different contexts.

You can use UTM tags for:

  • Routing ad campaign visitors to specific SDRs
  • Routing cold-email prospects to the rep who sent the email
  • Routing prospects who clicked-through a reps’ LinkedIn to that specific rep
  • …and any use-case where you can include a UTM tag in the URL

Example URL: “”

Target Account

This one’s pretty self-explanatory. It lets you target, well, target accounts (pulled directly from your CRM). You can use this for:

  • Routing target account visitors to their respective reps
  • Routing target account visitors who previously visited but never converted (using the “Known Visitor” property)
  • etc…

Pipeline & Deal Stage

These three properties, “Pipeline Stage”, “Deal Stage”, and “Has Open Deal” — let you target visitors based on where they’re at in their buying journey. You can use this for:

  • Checking if a visitor has previously converted or not
  • Routing prospects with an open deal to the right AE
  • Excluding visitors with closed deals from certain routes
  • etc…

Known Visitor

The Known Visitor rule is designed to recognize return visitors based on their previous interactions with your site. You can use this for:

  • Routing target accounts who visited but didn’t convert
  • Routing based on whether it’s their first time visiting the site
  • etc…

Agent Availability

This one’s another self-explanatory one. It lets you control routing logic based on what agents are available, if any. You can use this for:

  • Prioritizing certain agent groups over others
  • Routing to backup agents when primary agents are unavailable
  • Controlling routes based on available agent expertise

Combing Routing Rule Groups

Want to route visitors to reps with laser precision? Rule groups are your best friend.

Rule groups let you create sets of conditions that if true, will route visitors to specific reps.

Individual rule groups can only use ONE logical operator “OR” / “AND”:

  • “OR” = if ANY of the conditions in the rule group are true
  • “AND” = if ALL of the conditions in the rule group are true

You can also combine rule groups using these same logic operators. Letting you be extremely precise with what conditions you route visitors to reps.

Route Prospects to HubSpot Record Owners

You can route visitors (who are tracked in your CRM) to the rep who owns that CRM contact:

If a visitor doesn’t match a contact but instead a company/account in your CRM — you can route them to the company owner or deal owner in your CRM (as a fallback).

If more than one HubSpot users are found for routing, ALL of them will receive an alert, and the first available will be assigned to the visitor.

Configure Default Routing

If you find yourself repeating the same settings for multiple routing rules — you can just edit the default routing rule.

Letting you apply specific routing settings to all routing rules.

The default routing settings will be overwritten if you manually edit the routing settings for a specific routing rule.

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