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Pipedrive Web Forms: Your Complete Guide in 2025

Fernando Figueiredo
March 3, 2025
•
6
 min read
Contents

Are you looking to capture leads, collect valuable customer information, or improve your sales process? Web forms are essential tools for businesses seeking to gather data directly from their website visitors. If you're using Pipedrive as your CRM, their built-in Web Forms feature can help you efficiently collect and manage this information.

In this comprehensive guide, we'll explore everything you need to know about Pipedrive Web Forms - from setup and customization to best practices and integration options. Whether you're new to Pipedrive or looking to optimize your existing forms, this article will help you create effective forms that convert visitors into leads.

We’ll also touch on Zeeg, a scheduling tool that not only makes appointment setting much easier, also allows you to qualify and capture leads through its intake forms.

Try Zeeg now

What are Pipedrive Web Forms?

Pipedrive Web Forms are customizable forms that can be embedded on your website or shared via links to collect information from visitors. Part of Pipedrive's LeadBooster add-on, these forms allow you to gather data from potential customers and automatically funnel it into your Pipedrive CRM as either leads or deals.

These forms serve multiple purposes, including:

  • Capturing contact information from website visitors
  • Qualifying leads with custom fields and questions
  • Automating lead generation and nurturing
  • Collecting customer feedback
  • Processing orders or registrations
  • Ensuring data integrity in your CRM

Web forms are particularly valuable because they work 24/7 on your site, capturing leads automatically even when you're not actively monitoring your website.

👉 Read more about Pipedrive custom fields.

Pipedrive forms pricing considerations

It's important to note that Pipedrive Web Forms aren't available in the normal pricing plans. This feature comes as part of the LeadBooster add-on, which requires an additional investment beyond your standard Pipedrive subscription, no matter if you get the Essential, Advanced, Professional, Power, or Enterprise plan. When budgeting for your CRM solution, factor in this additional cost if web forms are essential to your strategy.

The LeadBooster add-on includes other lead generation tools beyond web forms, such as a chatbot, prospector tool, and lead qualification features, making it a comprehensive lead generation suite rather than just a form builder.

👉 Read more about Pipedrive pricing plans.

The benefits of using Pipedrive Web Forms

Casual visitors can turn into qualified conversations

Your website attracts numerous potential customers daily, but without effective engagement tools, these opportunities can disappear without a trace. Pipedrive Web Forms serve as 24/7 digital representatives, ready to capture visitor information precisely when interest is at its peak.

Additionally, you have the flexibility to customize different forms for various website sections. This means your product pages, resource sections, and contact areas can each feature specialized forms tailored to the specific customer journey stage, maximizing relevance and conversion potential.

Leads get nurtured

More than simply collecting data, Pipedrive Web Forms excel at initiating automated sequences that guide prospects through your sales funnel. Consider what happens after a visitor completes your form to access a resource: this interaction provides a perfect opening for personalized follow-up.

Once a prospect downloads your industry report or registers for a webinar through a form, the system can automatically trigger a tailored email sequence. These communications can contain additional resources aligned with their demonstrated interests, building rapport while subtly moving them closer to purchase consideration.

With Pipedrive's automation capabilities, you can design nurturing pathways where each customer action triggers the next appropriate response, creating a personalized journey without requiring constant manual intervention from your team.

Data quality is maintained automatically

Poor data quality can undermine even the most promising sales efforts. Fortunately, Pipedrive Web Forms incorporate verification mechanisms that significantly enhance data accuracy before information even enters your CRM.

When someone submits a form with an incorrectly formatted email or phone number, the system can immediately flag these issues. Moreover, automatic verification emails can confirm legitimate contact details, filtering out false information before it impacts your sales efforts.

This automated verification process eliminates hours of manual data cleaning that sales teams typically face when working with unvalidated lead information. The result is a consistently reliable database that allows your team to focus on selling rather than administrative data management.

Targeted communications

Customer preferences vary dramatically, and sending irrelevant information is a quick way to lose engagement. Pipedrive Web Forms excel at collecting specific interest data, enabling highly targeted follow-up communications.

For example, forms can include preference checkboxes allowing customers to select topics of interest. This information directly informs your segmentation strategy, ensuring subsequent communications precisely match individual needs and preferences.

With this granular understanding of customer interests, your marketing and sales communications can achieve significantly higher engagement rates. Rather than generic messaging, you'll deliver content specifically chosen to address each prospect's unique needs and challenges, building credibility and trust through relevance.

How to create a Pipedrive Web Form

Creating effective web forms in Pipedrive is straightforward once you understand the process. Here's a step-by-step guide:

Step 1: Access the Web Forms feature

The Web Forms feature is part of the LeadBooster add-on and is only available to users with deals admin permission enabled. To access Web Forms:

  1. Go to the Leads section in your Pipedrive account
  2. Select Web Forms
  3. If you've never used Web Forms before, click "Try Web Forms"
  4. Click "New Web Form" to begin

Step 2: Choose a starting template

Pipedrive offers several templates to help you get started:

  • Contact us: Allows website visitors to connect with you
  • Registration: Registers people to your site, service, or product
  • Download material: Provides access to files after forms are submitted
  • Blank: For custom forms collecting specific data you choose

Select a template that best suits your needs and click "Create form" to proceed.

Step 3: Use the Form Editor

The form editor is where you'll build and customize your web form. You can add different blocks depending on what information you want to collect:

Block types

There are two main block types you can use:

  1. Input field: Collects information from website visitors such as name, phone number, email address, marketing status, and various custom fields. You can make fields required by checking the "Required" box. Pipedrive Web Forms support these custom field types:
    • Text
    • Large text
    • Single option
    • Multiple option
    • Date
    • Address
    • Monetary
    • Numerical
    • Phone
    • Attachment (allowing file uploads)
  2. Message: Adds explanatory text to your form

Every form also includes:

  • An introduction block (mandatory)
  • A submit button block (mandatory) - here you can also enable spam protection with reCAPTCHA

To edit a block, click the pencil icon to expand the block. To add a new block, hover over the form editor and click the "+" where you want to insert a new block.

Step 4: Style your form

The Style section lets you customize the appearance of your web forms in four different ways:

  1. Colors and background: Select colors for the background, foreground, submit button, and labels
  2. Fonts: Choose from dozens of custom fonts and adjust the size and weight
  3. Form style: Choose the size, shape, and position of your form's input boxes
  4. Identity and brand: Add images to your web form and toggle Pipedrive branding on or off

The preview window on the right side of the editor shows how your changes will look, giving you real-time feedback on your form's appearance.

Step 5: Configure submit options

Next, you'll choose how submissions from your web form users will be entered into your Pipedrive account:

  • Decide whether submissions should be saved as leads in your Leads Inbox or as deals in your pipeline
  • Customize the thank you message shown after submission
  • Set up redirection to another website after submission if desired
  • Configure email notifications for when new submissions come in

Step 6: Share and embed

Finally, you have two options for sharing your web form:

  1. Share as link: Copy a direct URL that you can share via email, social media, or messaging
  2. Embed the form: Copy the embed code to place the form directly on your website

Click "Copy to clipboard" under either option to get the link or code for your web form.

Example: Creating consent fields for Pipedrive Web Forms

While Pipedrive doesn't have a default consent field for your web forms, you can create a checkbox where contacts can mark their consent:

  1. Create a single-option custom field in Pipedrive with options for Yes and No
  2. Select this field in the input field for your submission block
  3. Check the "Required" box

With this setup, clients won't be able to submit their web form responses without filling out this consent block.

Best practices for creating effective web forms

To ensure your web forms are helpful and effective for both your business and your leads, follow these best practices:

Be direct and clear

Use direct and clear language to avoid confusion. Create clear form field titles, descriptive headers, and place your form where it flows naturally with the rest of your website or email content.

Use the right form fields

Choose appropriate form fields that will elicit the answers you need. For surveys, consider multiple-choice responses. When using text entry fields, ensure the character limit matches the expected length of answers.

Include a clear submit button

This may seem obvious, but make sure your form has a prominent, clearly labeled submit button that allows visitors to easily submit their responses.

Maintain organization

For longer forms, stick to a one-column format to make them easier to read. Place field labels above their corresponding input fields for easy reference.

Create visually appealing forms

First impressions matter. Research suggests it takes users just 50 milliseconds (0.05 seconds) to decide whether to stay on or leave your website. Make sure your web forms are consistent with your company website's visual appearance and use colors that provide sufficient contrast with the background.

Explain why you're asking for information

Anticipate questions and explain why you're requesting specific information (such as phone numbers). This helps your business appear professional and trustworthy.

Secure your web form

Use security measures like CAPTCHA to protect your leads' information and increase submission rates. This extra layer of security will inspire trust in those submitting their information.

Test your web form

After creating and embedding your web form, test it thoroughly by completing and submitting it yourself. Verify that all features are working correctly and that any email notifications are being sent as expected.

Additional tips for optimizing your Pipedrive Web Forms

To get the most out of your Pipedrive Web Forms, consider these additional optimization strategies:

Build single-purpose forms

Create different forms for specific purposes rather than trying to create one form that does everything. For example, have separate forms for lead generation, customer feedback, and support requests.

Prioritize essential fields

Minimize form abandonment by including only the most necessary fields. For sales, the name, email address, and contact number are typically the most critical data points to capture.

Optimize for mobile devices

Many form submissions happen on mobile devices, so ensure your forms are mobile-friendly. Keep forms simple and test them on multiple devices and browsers to ensure compatibility.

Set up follow-up automation

Timely follow-up is crucial for converting leads. Use Pipedrive's automation features to send instant acknowledgments and thank-you emails when forms are submitted.

Conduct A/B testing

Regularly test different versions of your forms to determine which performs better. Experiment with elements like CTA text, button color, form length, or field labels to optimize conversion rates.

What features to look for in a web forms tool

When choosing a tool to create your web forms, several key features are worth considering:

1. Speed and ease of use

Look for a program that's user-friendly and allows you to quickly design effective web forms without excessive complexity.

2. Multiple sharing options

Your web forms tool should offer various sharing options, including embedding forms on your website, sending them via email, or posting them on social media.

3. Customization options

Select a tool that allows you to create forms that reflect your brand and collect only the information relevant to your business needs.

4. Automation capabilities

A good web form tool should save you time through automation, such as setting where submissions appear in your CRM and sending automatic notifications when new submissions arrive.

5. Analytics and insights

The ability to measure form effectiveness is crucial. Look for tools that track views, interactions, submissions, and conversion rates so you can optimize your forms over time.

👉 Read more:

Zeeg: The best scheduling with forms to capture leads 

While Pipedrive offers functional web forms, businesses seeking scheduling capabilities often turn to Zeeg as well, a specialized scheduling solution that also connects with Pipedrive.

Zeeg's forms seamlessly integrate with intelligent calendar management, creating a complete lead-to-meeting pipeline. When prospects complete a form that you’ve set up, they can immediately book time with the appropriate team member based on their responses, eliminating delays between lead capture and initial conversation.

This intelligent routing direct submissions to the right team members automatically based on criteria like product interest, company size, or location. For example, enterprise inquiries can route to senior representatives, while small business leads go to specialized teams.

But there’s also other reasons why you might want to use Zeeg: 

By combining powerful form capabilities with advanced scheduling features and robust security, Zeeg offers an integrated scheduling solution that extends well beyond standard web form tools, making it ideal for businesses where efficient meeting management drives sales success.

Try Zeeg now

Bottom line

Whether you're looking to grow your sales database, gather feedback from existing customers, or track customer purchases, Pipedrive Web Forms provide a cost-effective and straightforward way to connect with current and potential customers.

By following the steps and best practices outlined in this guide, you can create effective, professional forms that help you capture valuable information and convert more visitors into leads. The automated nature of web forms saves you time and resources while ensuring you never miss an opportunity to engage with potential customers, even outside business hours.

However, there's also other alternatives to Pipedrive that you might want to explore. Other CRMs and project management tools also have customizable forms, as well as scheduling tools like Zeeg. With the latter, you can let your leads book appointments easily avoiding back-and-forth, while their data (and form data) can go automatically into Pipedrive.