Forms
A forms engine with 30 field types, publishing, submissions and automations.
The forms engine builds public forms with thirty field types, publishes them at their own URL or embedded in your site, and turns every submission into a CRM record.
Forms are on every plan. Form automations and conversion analytics are Growth and above.
In this guide
- Getting to the page
- Building a form
- The field types
- Logic and validation
- Publishing
- Submissions
- What a submission creates
- Analytics
- Templates
- Troubleshooting
1. Getting to the page
Click Forms in the Docs section, at /client/forms. New form opens the builder at /client/forms/new; editing opens /client/forms/:id/edit.
2. Building a form
The builder is three panes: the field palette, the canvas, and the properties of whatever is selected. Drag a field in, drag to reorder, click to configure.
Each field has a label, help text, a required flag, a placeholder, validation and — where relevant — options.
3. The field types
Text
Short text · Long text · Text · Paragraph · Website (URL) · Password
Identity and contact
Full name · Email · Phone · Address
Numbers and dates
Number · Date · Time
Choice
Dropdown · Single choice (radio) · Checkboxes · Multi-select · Yes / No · Image choice · Ranking
Scales
Star rating · Number scale · Opinion scale · Slider
Structured
Matrix · File upload · Signature · Colour
Layout
Heading · Divider
4. Logic and validation
Validation — required fields, formats (email, phone, URL), minimums and maximums, and lengths. Validation runs in the browser and again on submit, so a form cannot be bypassed by editing the page.
Conditional logic — show or hide a field depending on an earlier answer, so one form serves several paths without asking everyone everything.
5. Publishing
A published form gets its own public URL, carrying your branding. It can also be embedded in your own site with a snippet.
Unpublished forms are editable but not reachable.
6. Submissions
Every submission is stored with its answers, its timestamp, and where it came from. The submissions view lists them, opens each in full, and exports to CSV.
Uploaded files are stored and reachable from the submission.
7. What a submission creates
A submission is not just a stored row:
- A lead or contact is created or matched, going through the same identity resolution as everything else — so a form filled in by someone you have already spoken to updates them rather than duplicating them.
- Answers land on their timeline.
- Automations fire (Growth+) — raise a task, notify someone, send an email, move a pipeline stage.
Forms are also an outward Call Action: the Send form action emails a caller a form after a call, once you approve it. It needs form_id or form_slug in its parameters.
8. Analytics
On Growth and above: views, starts, completions, completion rate, and drop-off by field — which tells you exactly which question is costing you submissions.
9. Templates
The builder offers starter templates for common cases — intake, enquiry, feedback, booking request. A template is an ordinary form once created.
10. Troubleshooting
| Symptom | Cause | Fix |
|---|---|---|
| The public URL 404s | The form isn't published | Publish it |
| Submissions aren't creating leads | The form has no email or phone field, so nothing can be matched | Add one |
| The embed doesn't render | The snippet is incomplete | Re-copy it |
| No analytics | Analytics are Growth and above | See Plans & Subscriptions |
| A Call Action Send form did nothing | No form_id or form_slug set | Call Actions |
| A file upload failed | Over the size limit, or an unsupported type | Check the field's settings |
Related guides
- Leads — where submissions land
- Call Actions — sending a form from a call
- Calendar & Booking — booking pages, a different route to the same records