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Forms let you collect visitor information — name, email, phone, and more — directly on your funnel pages. When a visitor submits a form, a new contact record is created in the CRM automatically.

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How forms work

A form is a reusable object you create once in CRM → Forms and then reference on any funnel page. The form definition (its fields, layout, and style) lives in the CRM. The Form component in the site editor embeds it on a page. This separation means you can update a form’s questions in one place and have those changes reflected everywhere the form is used.

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Adding a form to a page

1

Create the form in the CRM

Go to CRM → Forms and create a new form. Add the questions you want to collect, then save.
2

Open the page in the site editor

In the funnel canvas, click the page where you want to embed the form to open its editor.
3

Drag in the Form component

In the left panel, find Form under the Conversion Blocks category. Drag it onto the canvas and drop it in position.
4

Select your form

With the Form component selected, open the Content tab in the right panel. Use the Form picker to choose the form you created in the CRM.
5

Configure submission behavior

In the Behavior tab, set the On submit destination — typically the next page in your funnel.

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Form field types

When building a form in CRM → Forms, you can add the following question types:
Field typeDescription
Short textA single-line text input. Use for names, company names, or short free-form answers.
Long textA multi-line text area. Use for messages, notes, or detailed responses.
EmailA text input with email format validation. Required for contact creation.
PhoneA text input that validates a 10-digit phone number.
NumberAccepts numeric input, including decimals.
CurrencyAccepts a dollar amount with up to two decimal places.
Single selectRadio-button style — the visitor picks one option from a list you define.
Multiple selectCheckbox style — the visitor picks any number of options from a list.
DropdownA select menu — the visitor chooses one option from a dropdown.
Each field can be marked as required, which blocks form submission until the visitor fills it in.

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What happens on submission

When a visitor submits a form:
  1. The answers are validated client-side (required fields, email format, phone length).
  2. A contact record is created or updated in the CRM with the submitted data.
  3. The visitor is redirected according to the On submit setting you configured:
    • Next funnel step — automatically advances to the next page in the funnel sequence.
    • Send to page — redirects to a specific page you choose.
    • Custom URL — redirects to any URL you specify.
If a visitor has partially filled out a multi-page form and returns to the same page, their progress is restored from browser storage so they do not have to start over.

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Multi-page forms

A form can span multiple pages (steps). In CRM → Forms, add pages to break a long form into shorter sections. In the editor, the Form component renders navigation buttons (Back, Next, and Submit) automatically. Visitors move through each page in sequence; all answers are submitted together at the end.
Multi-page forms tend to increase completion rates for longer lead capture flows. Start with a low-friction question (like name or email) on the first page to reduce drop-off.

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Reusing forms across pages

Because forms are created centrally in CRM → Forms, the same form can be embedded on multiple pages across different funnels. To reuse a form:
  1. Open the target page in the site editor.
  2. Add a Form component and select the existing form from the picker in the properties panel.
Any updates you make to the form in the CRM are reflected on all pages that reference it.

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Form layout and styling

Each form has its own visual layout editor, accessible from CRM → Forms → [form name]. You can customize fonts, colors, input styles, button labels, and the overall layout of the form card. Changes to the form’s appearance are applied everywhere the form is embedded.
Editing a form’s questions or layout in the CRM affects all pages that use that form. If you need different question sets on different pages, create separate forms for each.