Build a lead capture form

Forms are the native front door for leads. A submission runs through the same intake as the write API: contact dedup by email, company match by domain, deal dedup, consent, workflow triggers, and owner notification. This article builds one.

Steps

1. Go to CRM, then Forms, and click New form. Pick the brand.
2. Add fields. Types include text, email, phone, URL, long text, select, multi-select, checkbox, and statement (copy between questions). For each field choose Save answer to a contact, company, or deal property, or store the answer only.
3. Choose the layout: Classic (all fields on one card) or Interactive (one question at a time).
4. Add jump logic if needed: If answer contains, is answered, or is blank, then skip to a question or submit.
5. Set the outcome: show a thank-you message or send them to a link such as a booking page.
6. Under settings, pick the Owner leads are assigned to, and whether to Also open a deal per submission.
7. Style it: accent colour, page background, or a photo, with the brand's default as the starting point.
8. Save. Copy the hosted link or the embed script from the form's page.

What happens on submission

• The contact is matched by email and created or updated. The company is matched by website domain.
• A marketing consent record is written with the form as its source. See Manage contacts and consent.
• Workflows with a Form submitted trigger fire for this brand.
• The assigned owner receives a notification; unassigned leads stay visible to every salesperson in the brand.
• The submission is kept on the form's Submissions tab with every answer.

What to check

• Scoring: forms can define scoring variables and show different outcomes based on them.
• Lead routing: round-robin pools and throttles per brand are under CRM settings.
• If your marketing site posts to its own backend, send the same payload through the write API instead. See Send leads with the write API.