Lead-capture web forms
Embed a form on your landing page and every submission becomes a new deal in the pipeline you chose — with UTM tags captured automatically.
Web forms connect your website to the CRM. As the page itself puts it: embed forms on landing pages or marketing sites — submissions land here as new leads with UTM attached. No developer round-trips for every campaign: create a form, paste one snippet, and leads start flowing into the pipeline.
Building a form
Press New form and give it two things:
- A name — how the form is labeled inside the CRM.
- A slug — lowercase letters, digits, and hyphens; it appears in the public URL and in the activity feed when a lead arrives.
After creation the form page organizes everything into tabs: Settings, Embed, Deals, and Test, with counters for submissions today, over 7 days, over 30 days, and all-time.
Where submissions land
Every submission becomes a new deal. The "Where the deal goes" section controls the destination: pick the Pipeline and the Initial stage for deals born from this form. Optionally set a fixed service type, or leave it empty to take the service the visitor selected on your site.
Who gets the lead is decided by the lead-distribution rules — the "Who gets the lead" section explains that the assignee comes from round-robin distribution across managers with working hours respected, and links to where those rules are configured.
Embedding
The Embed tab gives you the Submit URL and a ready-made Embed snippet — paste it into your site and you're done. UTM parameters from the page URL get captured automatically, so campaign attribution arrives with each lead without extra wiring. Use the Test tab to fire a trial submission and confirm the deal appears in the right stage.
Behavior settings
| Setting | What it does |
|---|---|
| Accept new submissions | Turn the form off without deleting it — the public URL stops accepting entries |
| Duplicate window, hours | The same email or phone on this form returns the existing CRM deal within this window; 0 disables the check |
| Delete form | Removes the form itself; deals it already created stay in the pipeline |
Set a duplicate window that matches your ad cadence. If visitors often re-submit the same landing form within a day, a 24-hour window keeps your pipeline free of copy-paste deals.
To welcome these fresh leads with a prepared first message, pair forms with Email templates with variables.
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