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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: 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.
  4. If no redirect or next funnel step resolves, the visitor sees the form’s built-in Submission page.

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Submission page

Every form includes a Submission page by default. It appears in the same page dropdown as your question pages in the form layout editor. You can rename and design it like the rest of the form, but it cannot be deleted or duplicated. The Submission page is only shown after a successful submit when the form has nowhere else to send the visitor. If the Form component’s On submit behavior routes to a custom URL, a specific page, or a resolved next funnel step, that route takes precedence.
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 question 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 question page in sequence; all answers are submitted together at the end. The built-in Submission page is not part of the question sequence.
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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Custom submit buttons

By default, the Form component owns its action buttons so single-page and multi-page forms work without extra setup. If a form design needs custom submit or step navigation CTAs, configure those buttons in the form layout editor. Buttons placed directly on a site page stay focused on page navigation and do not expose form actions.

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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.