Overview
Your website is your 24/7 salesperson, but only if it can capture leads effectively. Many potential clients visit your site outside business hours or prefer to submit information on their own schedule. An embed form ensures you never miss an opportunity.
This guide shows you how to create a customized lead capture form, embed it on your website, and automatically funnel new inquiries directly into your Leads Pipeline.
Understanding Embed Forms
What It Does
The Embed Form feature allows you to:
Capture lead information directly from your website
Automatically create leads in Structur's pipeline
Route leads to the correct stage
Notify your team instantly
Integrate with external tools via webhooks
Customize fields to match your needs
When to Use It
Use Embed Forms when you want to:
Capture leads directly from your website
Automatically create leads in the Leads Pipeline
Assign a default stage to incoming leads
Notify your team when a new lead is submitted
Connect lead submissions to external tools using webhooks
Eliminate manual data entry from web inquiries
Accessing the Embed Form
Click the user icon in the left sidebar
You'll land in the Leads Pipeline
Click the Embed Form icon (Code icon)
This opens the Embed Form settings where you customize both behavior and design.
Configuring Lead Creation Settings
Default Stage for New Leads
Set the Default Stage
By default, this is New Lead
You can change it to any other lead stage if needed
Every lead submitted through the form will be created in this stage.
Why This Matters:
If you have a specific workflow, you might want form submissions to start in a different stage. For example, if you qualify leads before adding them to your pipeline, you might create a "New Inquiry" stage.
Setting Up Redirect URL
Enter a Redirect URL
This is where the client is sent after submitting the form
Example: a "Thank You" page on your website
Best Practice:
Create a dedicated thank you page that:
Confirms their submission was received
Sets expectations for response time
Provides additional information about your services
Offers next steps (schedule a call, view portfolio, etc.)
Configuring Email Notifications
In Send notifications to, add one or more company users
These users will receive an email notification every time a new form is submitted
Notification Strategy:
Add sales reps who handle new leads
Include office managers for tracking
Add estimators if leads go directly to estimating
Consider time zones and response capacity
Enabling Webhooks (Optional)
What Are Webhooks?
Webhooks allow you to send lead data to external tools automatically when a form is submitted.
Setting Up Webhooks
Turn on Trigger webhook when a new Lead is created
Enter the Webhook URL
When enabled:
Every new lead submission triggers a webhook
You can handle this payload using tools like Zapier or other automation platforms
Common Webhook Use Cases
Zapier Integration:
Send lead data to Google Sheets
Create tasks in project management tools
Send notifications to Slack or Teams
Add contacts to email marketing platforms
CRM Integration:
Sync with Salesforce, HubSpot, or Pipedrive
Create automated follow-up sequences
Track lead sources and conversion rates
Custom Automation:
Trigger custom workflows in your own systems
Send data to analytics platforms
Create reports or dashboards
Customizing Form Design
You can adjust the look and feel of the form to match your website:
Design Options
Font Size - Make text larger or smaller
Font Color - Match your brand colors
Submit Button Color - Make the CTA stand out
These changes apply directly to the embedded form.
Branding Tips:
Use your primary brand color for the submit button
Match font colors to your website's color scheme
Keep it clean and professional
Test on mobile devices
Working with Form Fields
Default Form Questions
The form comes with pre-built questions that you can fully customize:
What type of project is this?
About how many square feet?
Do you already have an architect?
Brief project description
Do you have a project address?
What's your name?
What's your email address?
What is the name of your project?
What is your phone number?
Do you have any files to share?
You can edit, remove, or expand on these fields.
Adding Custom Fields
Create a New Field
Click New Field
Select a Field Type, such as:
Short text
Long text
Email
Phone
File
Number
Date
Currency
Single option
Multiple options
Dropdown
Yes or No
Rich text
Configure Field Settings
For each custom field, set:
Title - The label shown to users
Placeholder - Example text inside the field
Subtitle - Additional context or instructions
Map Fields to Structur Data
Choose how the field connects to Structur by mapping it to one of these options:
Project name
Project description
Client name
Client email
Client phone
Project address
Project type
Other
This ensures submitted data lands in the correct place.
Mapping Best Practices:
Map all contact fields correctly
Use "Other" for custom tracking fields
Test the mapping with a sample submission
Verify data appears correctly in leads
Required Fields
Enable This is a required field if the user must complete this field before submitting the form
Recommendation:
Make these fields required:
Name
Email or Phone (at least one contact method)
Project type or description
Optional fields allow users to submit quickly without friction.
Embedding the Form on Your Website
Copy the Embed Code
Once your form is ready:
Option A: Copy Embed Code Button
Click Copy Embed Code (bottom-left)
Option B: Embed Code Tab
Click the Embed Code tab (above the questions)
Copy the HTML embed code
Add to Your Website
Open your website editor
Paste the copied HTML embed code into an HTML element
If needed, adjust:
Window width
Window height
Save and publish your site
Platform-Specific Instructions:
WordPress:
Use a Custom HTML block
Paste the embed code
Preview before publishing
Squarespace:
Add a Code block
Paste the embed code
Adjust block height if needed
Wix:
Add an HTML iframe element
Paste the code
Resize as needed
Webflow:
Add an Embed element
Paste the code
Style the container
What Happens After Form Submission
After the form is live:
Every submission:
Creates a new lead automatically in the Leads Pipeline
Assigns it to the selected default stage
Sends email notifications to selected users
Triggers a webhook (if enabled)
No manual follow-up setup required.
Automatic Lead Creation:
Lead appears instantly in your pipeline
All form data is populated in the correct fields
Team members are notified immediately
You can begin follow-up right away
Best Practices for Form Success
Form Design
Keep it short - Only ask for essential information
Clear labels - Make field purposes obvious
Mobile-friendly - Test on phones and tablets
Fast loading - Don't slow down your website
Field Strategy
Minimize required fields - More requirements = fewer submissions
Use dropdowns - For standardized answers (project type, etc.)
Allow file uploads - Clients can share plans, photos, inspiration
Logical order - Start with easy questions, end with contact info
Follow-Up Process
Set a clear redirect URL - Confirm submission was successful
Map fields carefully - Avoid missing or misplaced data
Use required fields - For essential contact info only
Enable notifications - So leads are followed up quickly
Use webhooks - If you want to sync leads with other tools
Testing
Submit test leads regularly
Verify notifications work
Check data mapping is correct
Test on different devices
Monitor form submission rates
Common Questions
Q: Can I have multiple embed forms?
Currently, you have one embed form per company. Customize it to work for all your lead sources.
Q: What if someone submits the form multiple times?
Each submission creates a new lead. You can merge duplicate leads manually if needed.
Q: Can I edit the form after embedding it?
Yes. Changes to your form automatically update on your website. No need to re-embed the code.
Q: Does the form work on mobile devices?
Yes, the form is responsive and works on all devices.
Common Mistakes to Avoid
❌ Don't | ✅ Do |
Forget to set a redirect URL (users won't know what happened) | Test thoroughly before promoting |
Not map fields correctly, causing incomplete lead records | Keep the form simple and focused |
Forget to copy the embed code after making changes | Set up notifications properly |
Embed the form without adjusting width/height when needed | Use a clear, action-oriented submit button |
Ask for too much information (reduces submissions) | Monitor form performance |
Make all fields required (creates friction) | Follow up on leads quickly |
Forget to test the form before launching | Update the form based on feedback |