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13 NOVEMBER 2025

Forms & Surveys in HighLevel

Overview

HighLevel’s form builder allows you to create custom forms and surveys for lead generation, data collection, feedback gathering, and qualification. Forms integrate directly with the CRM and trigger automation workflows.

Form Types

  • Contact Forms: Simple lead capture (name, email, phone)
  • Multi-Step Forms: Paginated forms that reduce abandonment
  • Surveys: Customer feedback and satisfaction measurement
  • Quizzes: Interactive assessments with scoring
  • Application Forms: Detailed qualification forms for services
  • Payment Forms: Collect payments during submission

Field Types Available

  • Text input (single line)
  • Text area (multi-line)
  • Email (with validation)
  • Phone (with formatting)
  • Dropdown select
  • Radio buttons
  • Checkboxes
  • Date picker
  • Time picker
  • File upload
  • Signature capture
  • Address autocomplete

Conditional Logic

Show/hide fields based on previous answers:

  • If “Business Type” = “E-commerce” → Show “Monthly Revenue” field
  • If “Interested In” includes “SEO Services” → Show “Current Website URL” field
  • If “Budget” < $1,000 → Skip "Enterprise Features" section

Form Placement Options

  • Standalone Pages: Dedicated URL for the form
  • Website Embed: Embed on any webpage via iframe or script
  • Popup: Triggered by time delay, scroll depth, or exit intent
  • Inline: Embedded directly in funnel pages

Automation Triggers

When form is submitted:

  • Create or update contact in CRM
  • Add tags based on form answers
  • Start specific workflows
  • Assign to sales team member
  • Create pipeline opportunity
  • Send confirmation email/SMS
  • Redirect to thank you page or calendar
  • Trigger webhook to external system

Spam Protection

  • Google reCAPTCHA integration
  • Honeypot fields (invisible to humans)
  • Email verification
  • Custom validation rules
  • Duplicate submission prevention

Analytics

  • Form views
  • Form submissions
  • Conversion rate
  • Average completion time
  • Field abandonment rate (which fields cause drop-off)
  • Device breakdown (mobile vs. desktop)

Use Case: Lead Qualification Form

Scenario: Marketing agency wants to pre-qualify leads before sales calls.

Multi-Step Form:

Step 1 - Contact Info:

  • Name
  • Email
  • Phone
  • Company name

Step 2 - Business Details:

  • Industry (dropdown)
  • Monthly revenue range (radio buttons)
  • Number of employees (dropdown)
  • Current marketing tools (checkboxes)

Step 3 - Goals & Timeline:

  • Primary goal (dropdown: Increase leads, Improve conversions, Better reporting)
  • Timeline to start (radio: Immediately, 1-3 months, 3-6 months)
  • Monthly marketing budget (radio: <$1k, $1-5k, $5-10k, $10k+)

Automation Based on Responses:

  • Budget >$5k + Timeline “Immediately”: Tag “Hot Lead” → Assign to senior sales rep → Send calendar booking link via SMS
  • Budget $1-5k + Timeline 1-3 months: Tag “Warm Lead” → Add to nurture sequence → Schedule follow-up task in 2 weeks
  • Budget <$1k: Tag “Not Qualified” → Send automated email with DIY resources → No sales contact
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