n8n Automate Lead Enrichment with Web Scraping, GPT-4o, Airtable & Slack

Form submission → intelligent web scraping → AI analysis → CRM logging → team Slack notification

Who

Sales operations teams and businesses needing automated lead follow-up

You get

After a prospect submits a form, automatically scrape and analyze their website, generate a business summary, log to Airtable, and notify Slack

You need

n8n · slack

Steps

1. Configure the form trigger

   In n8n, open the 'On form submission' node. Set the form title to 'Contact Us' and add three required fields: Name (text), Email (email type), and Website (text). The form description can be 'Fill out this form and we'll get back to you as soon as we can!'. Save and n8n will generate a form URL.

2. Connect OpenAI credentials

   Add an openAiApi credential in n8n's credential manager with your OpenAI API Key. Ensure both 'Message a model' and 'Message a model1' nodes are linked to this credential. The model selected is chatgpt-4o-latest (GPT-4o).

3. Configure Airtable database structure

   Create or open an Airtable base with these columns: Name (single line text), Website (single line text), AI Insight (single line text), Email (single line text), Date (date time). In the 'Create a record' node, select the matching base and table; n8n will map the fields.

4. Configure Slack notification channel

   Add a slackOAuth2Api credential in n8n and complete OAuth authorization. In the 'Send a message' node, select the target channel (e.g. #all-n8n-test) and ensure the bot has posting permissions.

   Execution prompt · Source text。Slack node 'Send a message' Text field

   Copy prompt

   =New lead acquired. 
   Name:  {{ $json.fields.Name }}
   Email: {{ $json.fields.Email }}
   Website: {{ $json.fields.Website }}
   AI Insight: {{ $json.fields['AI Insight'] }}

5. Test the workflow

   Open the form URL, enter a real name, email, and website address (use a real accessible website), then submit. Watch the execution log: you should see 'Scrape home page' → 'HTML' → 'Message a model' → branch to 'Script Ready' or 'Need Deep Dive' based on AI judgment → finally 'Create a record' and 'Send a message' execute successfully.

6. Understand the runtime logic (optional reference)

   At runtime the workflow automatically: 1) HTTP Request node scrapes the submitted website, auto-completing https:// and www.; 2) HTML node extracts h1, h2, meta description, nav links; 3) First OpenAI node judges content clarity, outputs JSON deciding whether to scrape the About page; 4) Switch node routes the flow; 5) If needed, constructs a secondary URL and rescrapes; 6) Second OpenAI generates summary; 7) Aggregate combines data; 8) Airtable creates record; 9) Slack sends notification. The error path logs 'Scrape Failed - Check URL manually' to CRM.

   Execution prompt · Source text。OpenAI node 'Message a model' System Message field

   Copy prompt

   You are a Sales Researcher. I will give you the H1, H2, and Description from a company's home page.
   
   Your Goal: Determine if this text CLEARLY explains what the company does.
   
   Scenario A (Clear): If you understand the business, write a 2-sentence summary in English of the business to better help a sales agent understand the lead. Scenario B (Unclear): If the text is vague (e.g., just says "Welcome" or "Future is here"), look at the provided nav_links list. Find the one most likely to be the "About" or "Mission" page.
   
   Output JSON ONLY: { "status": "success" OR "need_more_info", "summary": "The script..." (if success), "fallback_url": "/about-us" (if need_more_info, return the specific path from the list) }

   Execution prompt · Source text。OpenAI node 'Message a model' User Message field

   Copy prompt

   =H1: {{ $json.h1 }} H2: {{ $json.h2 }} Description: {{ $json.meta_description }} Links: {{ $json.nav_links }}

   Execution prompt · Source text。OpenAI node 'Message a model1' System Message field

   Copy prompt

   You are a Sales Rep. I will give you text from a company's "About Us" page. Your goal is to write a 2-sentence summary in English so that a sales rep understands the business of the lead clearly.
   
   Strategy:
   
   Mention their mission or history found in the text.
   
   Output: Just the 2 sentences of the script. Do not output JSON. Just the raw text.

   Execution prompt · Source text。OpenAI node 'Message a model1' User Message field

   Copy prompt

   =Page Text: {{ $json.about_text }}

You are an n8n workflow setup assistant. The user wants to replicate the 'AI Lead Enrichment & Notification System' template. First confirm they have: 1) n8n instance access; 2) OpenAI API Key; 3) Airtable base with Name/Website/AI Insight/Email/Date columns; 4) Slack OAuth permissions. Then guide them step by step to configure the form trigger, connect credentials, map database fields, set the Slack channel, and finally test with a real website. If nodes fail, check credential connections and HTTP status codes in execution logs.