# Lead forms Drop a form on your website, landing page, blog post or anywhere you can paste an embed code. When someone submits it, the contact is created, the deal lands in the pipeline you chose and any automations you have set up trigger immediately. ### How lead forms work Lead forms connect your website directly to your pipeline. No Zapier, no third-party tool, no missed leads sitting in form notifications you forget to check. The flow: * A visitor fills out the form on your site * The contact is created in Fluid * The company is created and linked if you collect company info * A deal is created in the pipeline and stage you specified * Reminders trigger if you have automations set up * A "Form Submitted" webhook fires if you have one configured Forms work for any inbound use case where you want leads to flow directly into your CRM. ### Where to find lead forms Lead forms live under Workspace, then Forms. From there you can: * Create a new form * Edit existing forms * Copy the embed code * See past submissions * Delete forms you no longer use ### Creating a lead form Click Create Form from the Workspace, then Forms page. A modal opens with a live preview that updates as you configure. **Step 1: Name the form** Give the form a name for internal reference. Examples: * Contact Us Form * Demo Request Form * Newsletter Lead Capture * Partner Application The name does not appear to visitors. It is for finding the form in your forms list. **Step 2: Pick the pipeline and landing stage** * **Pipeline**: which pipeline the deal should land in * **Landing Stage**: which stage the deal lands in (typically your earliest stage like Lead, Inbound or Potential) You can have different forms feeding different pipelines. Demo requests go to the sales pipeline, partner applications go to the partner pipeline, newsletter subscribers go to a nurture pipeline. **Step 3: Configure form fields** Five fields are available by default. Toggle each on or off based on what you want to collect: * **Full Name** (text) * **Email** (email) * **Phone** (tel) * **Company** (text) * **Message** (textarea) For each field you can also mark it Required or Optional. Most B2B forms work best with Full Name and Email required, and the rest optional. The fewer required fields, the higher your conversion rate. **Step 4: Style the form** Match the form to your site's design: * **Button Color**: set the submit button color with a hex code or color picker (defaults to `#52525b`) * **Button Text**: customize the call-to-action ("Submit", "Get in touch", "Request demo", "Subscribe") The live preview on the right shows your changes in real time. **Step 5: Set the success behavior** After someone submits the form, you can either: * **Show a success message** inline (default: "Thank you! We'll be in touch.") * **Redirect to a URL** of your choice (e.g. /thank-you, a calendar booking link, a thank-you video) Use the redirect option when you want to send leads to a Calendly link, a video walkthrough or a tripwire offer. **Step 6: Create the form** Click Create Form. You will get an embed code you can paste into your website. ### Embedding the form on your website After creating a form, Fluid generates an embed snippet. Paste it into: * Your website's HTML * A WordPress page or post * Webflow, Framer, Squarespace, Wix or any other site builder * Landing page tools like Unbounce or Carrd * A Notion page (using embed blocks) * Anywhere that accepts HTML embed code The form renders directly with the styling you set. No iframe ugliness, no required external scripts. ### What happens on submission When someone submits a form: * The contact is created or updated (matched by email) * The company is created or linked if collected * A new deal is created in your chosen pipeline and stage * The deal value defaults to your pipeline's auto-set value (if you have that automation on) * A reminder is set if you have the Auto-reminder automation on * The deal is auto-assigned if you have Auto-assign on * A "Form Submitted" webhook fires if you have one configured The form submission becomes a tracked event in the deal's activity history. ### Common use cases **Inbound demo requests** Set up a "Request Demo" form on your pricing or features page. Form submissions land in the Sales pipeline at the "Demo Requested" stage. Auto-assign to your sales rep. Auto-reminder for next-day follow-up. **Contact forms** A standard contact form on your /contact page. Submissions land in a general inbox pipeline at the "New Inquiry" stage. Triage manually. **Lead magnet downloads** Form submissions in exchange for a guide, template or whitepaper. Form lands in a nurture pipeline. Email the lead magnet automatically through a Make.com or Zapier flow listening to your "Form Submitted" webhook. **Partner applications** A "Partner with us" form on your partner page. Submissions land in the Partner pipeline at "Application Received" stage. Auto-assign to your partnerships lead. **Newsletter signups** Form captures email addresses for a newsletter. Submissions land in a Newsletter pipeline. Sync to your email tool (Kit, ConvertKit, Mailchimp) via webhook. **Event or webinar registration** Form for an upcoming event or webinar. Submissions land in an Events pipeline. Auto-reminder set for 1 day before the event. ### Managing form submissions From the Workspace, then Forms page you can: * View all forms you have created * See submission count per form * See which deals were created from each form * Edit form settings without breaking existing embeds * Pause a form temporarily * Delete a form (keeps existing deals, just disables future submissions) ### Spam and validation Fluid lead forms include basic validation: * Email fields require a valid email format * Phone fields accept international formats * Required fields cannot be empty If you receive spam submissions, consider: * Adding a honeypot field via your own JavaScript * Using a service like Cloudflare Turnstile in front of your form * Manually deleting spam deals from your pipeline ### Why lead forms matter Most CRMs at Fluid's price point either: * Do not offer lead forms at all * Hide them behind a higher tier * Require Zapier or another middleware tool to connect form submissions to your pipeline Fluid puts lead forms on every plan and connects them directly to your pipeline. Your website becomes a real lead generation engine that feeds your CRM automatically. ### What to read next * Themes & appearance --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://fluid-crm.gitbook.io/fluid-crm-docs/features/lead-forms.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.