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How to Capture Leads With Forms in Sawyer Marketing Suite

Build and style forms to capture leads from your website, embed them on your site, set up automatic follow-ups, and track lead sources.

Written by Shaney Thrasher

šŸ“ 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 follow-ups.

šŸ› ļø 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 in Marketing Suite.

šŸ”¹Step 1: Create Your Form

  1. Click Create Form

  2. Choose to start from a template (quick start with pre-built fields) or blank (build from scratch)

  3. Give your form a descriptive name so you can identify it later

šŸ”¹Step 2: Choose Your Fields

Add the fields you want visitors to complete. Forms support:

  • Contact fields: name, email, phone, address

  • Custom field types: text, paragraph, number, dropdown, radio, checkbox, date, file upload

You can also add a File upload field so visitors can attach a document or image with their submission.

šŸ”¹Step 3: Style Your Form

Use the Design tab to control the form's appearance:

  • Container styling

  • Fonts

  • Button styling

This ensures your form sits naturally on your website and matches your brand. If you need finer control, there's a Custom CSS section at the bottom of the Design tab.

šŸ”¹Step 4: Set Up Automations

Automations allow you to set up workflows that run when forms are submitted. Use them to send instant replies, add leads to campaigns, or notify your team ā€” all automatically.

  1. Go to the Automation tab within your form

  2. Start from a template or from blank

  3. Set up your follow-up steps

  4. Use the toggle at the top-right to switch the automation On

šŸ’” Learn more: How to Set Up Automations in Sawyer Marketing Suite

šŸ”¹Step 5: Embed and Test Your Form

When your form is ready:

  1. Copy its embed code from the form builder

  2. Add it to the relevant page of your website

  3. Submit a test entry yourself to confirm the contact is created correctly before you start sending traffic to the page

šŸ“ˆ 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.

How to track lead sources:

  1. Add UTM parameters to the links you publish in ads, social media, and emails

  2. Your form submissions will record the source automatically

  3. Use this data to see which channels perform best

Example: If you share a link with ?utm_source=facebook&utm_campaign=spring_promo, the form will tag leads from that link.

ā“ Frequently Asked Questions (FAQs)

Where do form submissions go?

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Each submission creates a contact in your CRM automatically. Your new leads appear in CRM > Contacts ready for follow-up.

Can visitors upload a file with their submission?

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Yes. Add a File upload field to your form. Files uploaded through forms attach to the contact record the form creates.

Can I trigger a different automation for each form?

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Yes. Each form has its own Automation tab, so a trial inquiry form and a general contact form can each kick off their own follow-up workflow.

Will duplicate submissions create duplicate entries in my CRM?

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If the same email address submits the form twice, a new contact entry will be created. To avoid duplicates, make sure your automation or manual process deduplicates contacts with the same email address. You can merge duplicate contacts manually in your CRM.

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