📝 Overview
Forms in Marketing Suite let you capture leads from your website straight into your CRM. When a visitor fills in an embedded form, their contact record is created automatically, and you can trigger automations for instant follow-up.
This guide covers building and publishing a form, embedding it on your website, and automating what happens after someone submits it.
🛠️ Building and Publishing a Form
Forms are created in the form builder, where you choose your fields, style the form to match your brand, and grab the embed code for your website. To get started, go to CRM ➜ Forms.
Click the arrow to learn how to build and publish a form
Click the arrow to learn how to build and publish a form
🗂️ Choosing your fields
Add the fields you want visitors to complete. Forms support contact fields (such as name, email, and phone), plus generic field types including text, paragraph, number, dropdown, radio, checkbox, and date. You can also add a File upload field so visitors can attach a document or image with their submission.
📋 Styling your form
Use the Design tab to control the form's container, fonts, and button styling so it sits naturally on your website. If you need finer control, there's a Custom CSS section at the bottom of the Design tab.
⛔ Protecting against spam
Enable the reCAPTCHA integration on your form to reduce spam submissions and keep your contact data clean.
🔎 Embedding and testing
When your form is ready, copy its embed code and add it to the relevant page of your website. Submit a test entry yourself to confirm the contact is created correctly before you start sending traffic to the page.
🤖 Automating Follow-Up From Your Form
The real power of forms comes from what happens after someone submits one. Each form has its own Automation tab where you can build a workflow specific to that form, such as sending an instant reply or adding the new lead to a welcome campaign.
Go to CRM ➜ Forms and open your form.
Click the Automation tab.
Start from a template or from blank, then set up your follow-up steps.
Use the toggle at the top-right of the tab to switch the automation on.
💡 You can also build form follow-ups from the main Automations area by choosing the "When a form is submitted" trigger. Click Advanced mode in the form's Automation tab to open the full builder with conditions and extra steps.
📈 Knowing Where Your Leads Come From
Forms can capture UTM parameters from the page's web address, which tells you which channel a lead came from. Add UTM parameters to the links you publish in ads, social media, and emails, and your form submissions will record the source so you can see which channels perform best.
⚠️ UTM parameters are only captured if they're still present in the browser's address bar when the form is submitted. If a visitor clicks away from your landing page before filling in the form, the UTM details can be lost. Keeping your landing page free of other links helps prevent this.
❓ Frequently Asked Questions (FAQs)
Find answers to common questions or additional details that may not be covered in the main instructions.
Click the arrow to view frequently asked questions
Click the arrow to view frequently asked questions
Where do form submissions go?
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Click the arrow to see the answer
Each submission creates a contact in your CRM automatically, so your new leads appear in CRM ➜ Contacts ready for follow-up.
Can visitors upload a file with their submission?
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Click the arrow to see the answer
Yes. Add a File upload field to your form. Files uploaded through forms attach to the contact the form creates, and an AI-generated summary is created to make reviewing them easier.
Can I trigger a different automation for each form?
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Click the arrow to see the answer
Yes. Each form has its own Automation tab, so a trial enquiry form and a general contact form can each kick off their own follow-up workflow.
How do I delete a form's automation?
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Click the arrow to see the answer
Deleting isn't available from the form's Automation tab itself. Go to the main Automations page, open the automation, and delete it from there.