How to create a web form in Pipedrive and collect leads

To create a web form in Pipedrive, open the web forms feature, name the form, choose what submission should create, add the fields you need, then publish or embed it and test a submission. In practice, you set the form’s target first, build the fields around that target, and then check that Pipedrive creates the right person, lead, deal, or organization in the right place. The exact labels in your account may vary a little, but the workflow stays the same.

What you need before you start

Before you build the form, make sure you can access the web forms feature in your Pipedrive account. If your role doesn’t allow you to create or edit forms, you’ll need someone with the right permissions to do it for you.

Decide what a submission should create before you open the editor. For example, do you want the form to create a person, an organization, a deal, or a lead? That choice affects which fields you add and where the submission lands in Pipedrive.

It also helps to decide a few details up front:

• What the form is for, such as demo requests or contact-us leads
• Which pipeline, stage, or owner should receive the result
• Which fields are required versus optional
• Whether the form should create a person first, then also create a deal or lead

If you’re unsure about the outcome, pause here and decide that first. It’s much easier to adjust the form before you publish than after people start using it.

Create the form and choose your starting setup

1. Open Pipedrive and go to the web forms area. In many accounts, this sits under the tools or lead-generation area, but the exact menu label can vary by interface.

2. Start a new form.

3. Give the form a clear name that tells you what it does. A practical name is something like Website demo request form or Contact sales form, so you can recognize it later when you manage several forms.

4. Choose the starting option, template, or setup if Pipedrive shows one. Pick the option that matches your goal, such as collecting leads or creating deals. If your interface opens directly into a blank form, that’s fine too.

5. Confirm the form is in draft mode and ready to edit. You should see the form name at the top or in the settings panel, along with options to add fields and define what happens after submission.

Add the fields and set what happens on submit

1. Add only the fields you actually need. Typical fields are name, email, company, phone number, and a short message. If you ask for too much, people are less likely to finish the form.

2. Map each field to the right Pipedrive data type. For example, name should map to a person name field, company to an organization field, and email to an email field. If the form lets you create custom fields, use those only when the built-in fields don’t cover what you need.

3. Mark the fields that must be completed before submission. Keep the required list short unless your process truly depends on a specific value.

4. Set what the submission should create. In Pipedrive, that usually means choosing one or more record types, such as a person, organization, lead, or deal. If the form supports it, choose the record type that matches your sales process instead of creating extra records you won’t use.

5. Choose where the new record should go after submission. That may include assigning an owner, placing a deal into a pipeline and stage, or sending the result to a specific person. If your team routes leads by territory or product line, set that here so submissions don’t land in the wrong place.

6. Set the post-submit action, such as a thank-you message or a redirect to another page. Use the simplest option that fits your follow-up flow.

If you’re building a contact form for first-time inbound leads, a common setup is to create a person and a deal at the same time. If you only need a way to capture names for follow-up, creating a person or lead may be enough.

Publish it and test the result

1. Save the form draft.

2. Open the publishing or sharing options. Pipedrive usually gives you a way to embed the form on a website, copy a shareable link, or both.

3. Choose the method you need:

• Use the embed code if you want the form on your site
• Use the share link if you want to send the form directly or place it behind another page

4. Add the embed code to the page where you want the form to appear, or paste the share link wherever you plan to distribute it.

5. Submit a test entry using sample information that you can recognize later.

6. Check Pipedrive to confirm the submission created the right record type and filled the right fields. Look for the person, lead, or deal in the place you selected, and confirm the owner, pipeline, stage, or other routing details are correct.

When this works, you should see the test submission in Pipedrive with the fields you mapped and the outcome you chose during setup. If you created a deal, it should appear in the intended pipeline or stage. If you created a person or lead, it should appear in the matching section with the submitted data attached.

A few things to check if it doesn’t behave as expected

If the form isn’t showing up or saving the way you expect, start with permissions. The most common problem is that your user role can view forms but can’t create or edit them.

Next, check whether every required field has been mapped. A form can look finished but still fail to submit cleanly if Pipedrive expects a field you didn’t connect.

If the result lands in the wrong place, review the submit action and routing settings. That’s where you control whether the form creates a person, deal, lead, or organization, and where it sends that submission afterward.

If your screen looks different from these steps, use the current form settings in your Pipedrive account as the source of truth. Pipedrive can change labels or layout, so focus on the settings that control the same actions: naming, fields, submit behavior, publishing, and routing.

If the test submission still doesn’t appear, compare the form’s field mapping with the record you expect to see in Pipedrive. That’s usually the fastest way to spot a mismatch before you publish the form to real visitors.