Callback widget for website: call the client back in 60 seconds

A client left a request through the callback widget on your website and is waiting. Call back in an hour, and they're already talking to a competitor. Whoever calls first has the best chance of making the sale.

A callback widget for website is a widget window that promises a call back in 60 seconds and shows a countdown timer. The lead — the request card — instantly appears in the CRM at the right funnel step and with the right manager. There are three ways to call back: the system connects a manager with the client by itself, the manager calls from the CRM, or an AI voice bot makes the call — even at night.

The window is part of the contact widget for website and is included in the “CRM + Telephony + Automation” plan and higher at no extra cost. You don't need a separate callback service or its integration with the CRM.

Watch the video, just over two minutes long, and below you'll find the step-by-step setup.

Why businesses need a callback widget

• Real estate: the window pops up by itself when a person spends a long time looking at floor plans. You get a property search request from someone who would never have called on their own.
• A clinic or salon: the patient picks a convenient time for the call. The lead arrives with a “Stage date” — a CRM field with the date and time of the next action. The administrator calls exactly on time.
• An online school: the exit window catches people who have read the course page to the end and are closing the tab. A leaving visitor becomes a request.
• B2B services: the client gets the call recording by email. This builds trust, and the request is assigned to the right manager right away.

How a website callback works

1. The visitor leaves a number and sees a countdown timer.
2. The account looks up the contact by phone number. If it doesn't find one, it creates a new contact.
3. A lead is created at the selected funnel step. Its comment contains the phone number, the page, the browser and the call time, if one was chosen.
4. The lead gets an owner. The source is taken from the visit's UTM tags, and without them it's “Widget: Callback”.
5. The system, a manager or a voice bot calls back — the options are below.

How to add a callback to your website

1. 1
   Open the button

   “Widget” → “Edit” → “Widget buttons” → the “Callback” button. In a new widget, it's called “Call”.
2. 2
   Check the sign-in

   The bottom of the card should show the “✓ authorized” mark. The login and password for creating leads are usually filled in automatically.
3. 3
   Choose the step and the owner

   “Funnel stage” and “Owner / employee” or “— auto-assign”. If you don't choose a step and the funnel has a “New lead” step, the lead lands on it. If you like, change the “Lead name template”.
4. 4
   Edit the texts

   “Modal title”, “Modal subtitle (HTML allowed)”, “Submit button text” and “Success message (HTML allowed)”. Empty fields are filled with the standard texts.
5. 5
   Choose the look

   In the “Window view” block: centered, a mini bar or a vertical side panel, a light or dark theme. On a phone, the window adapts to the screen.
6. 6
   Save and test

   Click “Save changes” and leave your own number in the “Demo preview”. A request from the demo is created in the CRM just like a real one.

Who calls back: three options

The window itself creates the lead. Who calls the client and how depends on your setup.

1. 1
   The system connects a manager with the client

   An auto-funnel with the “Connect an employee and the client” block runs at the button's step, or the “Callback” entry in “Incoming settings” is used. The account dials managers one by one or all at once. A voice announcer tells the manager the source and the client's name, then connects the call. The lead can be assigned to whoever picked up. How to build this flow is covered in the article on instant callback on a new request.
2. 2
   The manager calls from the CRM

   They see the new lead at the step and call with the phone icon in the card. To let them know about the request right away, add a Telegram or MAX notification with an auto-funnel.
3. 3
   A voice bot calls

   Choose a separate step for the button, for example “New website request”. In the “AI voice bot” section, set this step in the “Launch conditions” and start the calls. The bot calls back in seconds, even at night, and records the call outcome in the CRM by itself. Read more in the article on outbound calls with an AI voice bot.

A bot that calls back on website requests goes live faster than other voice bot scenarios — usually after a couple of days of training.

A window that appears by itself

The “Show the window automatically” block catches people who don't click the buttons. There are three triggers:

• “Catch on entry” — the window appears after a set number of seconds, 15 by default;
• “Catch on leaving the page” — the mouse moves to the tabs or the address bar; on a phone — a sharp scroll up;
• “Catch on activity (%)” — the person reads, scrolls and clicks; a 50% threshold is roughly a minute of reading.

The “Offer to pick a time right away” switch offers to choose a day and hour instead of “call me now”. Each trigger fires at most once per visit. After a request, the window doesn't appear for 24 hours so as not to annoy the client.

A call at a convenient time

Not everyone can talk right now. In the “Scheduled call” block, turn on “Allow picking a call time”. A “Pick a convenient time” link will appear in the window. Set the “Hours, Moscow time”, “Days ahead” and, if needed, “Do not offer weekends”.

The lead will arrive at the “Stage for a scheduled call” with the “Stage date” the visitor chose. For this, the project needs a field of the “Stage date” type.

This also helps at night: instead of “we'll call you in the morning”, the visitor picks a convenient hour, and the manager calls exactly on time. The client sees a company that keeps its word.

The form and what happens after a request

• The “Personal data consent checkbox” is on by default. Next to it, you can set the “Consent text” and the “Privacy policy link”.
• “Countdown timer after the request” — from 5 to 600 seconds, 30 by default.
• “Ask for the name” — the name is saved to the new CRM contact.
• “Offer the call recording by email” — after the call, the client receives an email with a link to the recording. The link works for 30 days.
• “Phone number at the top of the vertical window” — call tracking replaces it with a substitute number by itself.

Emailing the call recording is also a way to get the email of a client you only have a phone number for. The address is saved to the new CRM contact, and a comment with it appears in the lead. You can then use it in bulk sms and email campaigns.

How much does a website callback cost

• A call to the client is billed per minute, rounded up. To mobile numbers and other cities — $0.0165, to Moscow landlines — $0.0075, to Saint Petersburg landlines — $0.0095.
• If the manager talks from a mobile phone, two legs are billed — the two parts of the call: to the client and to the manager (another $0.0165 per minute). With SIP — internet telephony in an app or on an IP phone — the leg to the manager is free.
• A voice bot minute costs $0.12 on average, and the connection is already included. The price depends on the length of the instruction, the data loaded during the call (webhooks), the length of the bot's replies and whether a voice bot package is chosen.

Read also: Automated appointment reminder calls and instant lead callback, AI outbound calling bot: call your contact list without wasting budget, Contact widget for website: install it and stop losing leads from ads