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 color, 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.

Routing rules and response deadlines

For workspaces with the internal lead-management release enabled, an admin can open CRM settings → Lead routing to configure rules and first-response policies for each brand. Rules begin off. Lower priority numbers run first; a valid form owner takes precedence, and an existing contact owner stays in place.

Choose a teammate, team rotation, or unassigned queue for each rule, and set its fallback. Use business categories in conditions rather than personal identifiers. A working calendar can define the brand's timezone, working windows, and closure dates. Outside those windows, a matching rule uses its fallback.

A response policy sets a target and an optional warning before the deadline. Business-time policies count working minutes only. Changing a policy does not restart an existing contact's clock; turning it off stops pending alerts. The owner receives warning/overdue notifications, and the configured escalation teammate receives overdue notifications, subject to eligibility and notification preferences.

The first successful personal outbound email, completed approved workspace-visible meeting, or explicitly logged completed call stops the clock. Incoming messages, drafts, failed or automated sends, and private activities do not count. Open Contacts → Lead queue to claim leads, log a completed call, or convert a lead after reviewing possible duplicates.

The queue's Performance tab shows first-touch sources and median elapsed response time. Unanswered contacts are excluded from the median. Won revenue is attributed to the deal's primary contact, kept separate by currency, and shown only to people with permission to view values. Historical records remain unknown when no acquisition source was observed.