Build your first form

Surface forms are multi-step, adaptive lead capture tools that automatically enrich submissions, block spam, and route qualified leads to your CRM. This guide walks you through creating your first form.

Create a new form

Navigate to the Forms section in your dashboard and click Create Form. You can start from a blank form or choose from conversion-optimized templates based on real customer funnels.

Add and configure fields

Build your form by adding fields step-by-step:

• Contact fields — Name, email, phone, company

• Qualification questions — Company size, role, use case

• Scheduler integration — Embed Calendly, Chili Piper, or HubSpot meetings directly

Surface automatically captures partial responses if a visitor drops off mid-form, so you'll never lose a lead.

Enable AI features

Turn on lead enrichment to automatically append company and contact details from Surface's data platform. Enable spam filtering to block fake submissions before they reach your CRM.

Set up routing rules to send qualified leads to specific sales reps or trigger workflows based on company size, industry, or other criteria.

Publish and embed

Once your form is ready, publish it and copy the embed code. You can place Surface forms on any page using the provided snippet, or use native integrations for platforms like Webflow, Framer, and WordPress.

Surface automatically tracks UTM parameters and funnel drop-off points, so you'll see exactly where leads come from and where they get stuck.

Next steps

• Set up workflows to automate follow-ups and lead routing

• A/B test different form variants to optimize conversion

• Review your funnel analytics to identify and fix drop-off points