Overview
Getting a new lead into your pipeline is only half the battle. The other half is capturing enough information to qualify that lead quickly and start the right conversation. Structur gives you two connected tools to handle both sides of this: the Embed Form for capturing leads from your website automatically, and the Intake Form for qualifying leads during your first call.
The Embed Form lives on your website and runs 24/7. When a potential client fills it out, a new lead is created in your Structur pipeline automatically with all their information already populated. No manual entry, no missed inquiries, no chasing down contact details from an email.
The Intake Form lives inside each individual lead and is designed to be filled out during your first conversation with the client. It captures the detailed qualification information your team needs to estimate accurately and move the project forward, things like project type, budget range, drawings status, financing, and complexity. Once the form is complete, you lock it to preserve the data and it carries forward with the lead throughout its lifecycle.
Together these two forms create a clean, consistent intake process from first inquiry to qualified opportunity.
Understanding Intake and Embed Forms
What They Do
The Embed Form and Intake Form allow you and your team to:
Capture leads from your website automatically without any manual data entry when a prospect submits the public form
Route new web leads directly into your pipeline at the correct stage with instant team notifications
Qualify leads during the first call using the structured Intake Form inside each lead record
Customize both forms to match your business - add, remove, reorder, and configure fields on either form
Lock completed intake forms to preserve the data after the first call is done and prevent accidental changes
Connect web submissions to external tools via webhooks to sync leads with CRMs, Zapier, or other platforms
Brand the embed form to match your website's colors and font style
When to Use Them
These forms are most valuable when you want to:
Capture website inquiries automatically without checking email or manually creating leads
Give your team a consistent set of questions to ask on every first call
Make sure every lead enters the pipeline with the same baseline of qualification data
Reduce the time between a client inquiry and a qualified estimate conversation
Keep lead records clean and locked once the intake process is complete
Part 1 - The Embed Form
The Embed Form is the public-facing form you add to your website. Every submission automatically creates a new lead in Structur.
1. Access the Embed Form Settings
Click Leads in the left sidebar
On the main Leads page, click the < > icon in the top bar
The Manage embedded Lead form modal opens
This is where you configure all form settings, build your fields, and copy your embed code.
2. Configure Lead Creation Settings
At the top of the modal, set up how new leads are created when the form is submitted.
Default Stage for New Leads
Select which pipeline stage new leads are assigned to automatically. The default is New Lead. Change this if your workflow requires form submissions to start in a different stage.
Redirect URL
Enter the URL where clients are sent after submitting the form. Use a dedicated thank you page that confirms their submission and sets expectations for next steps.
Send notifications to
Select the users who should receive an email notification every time a new form is submitted. Add whoever handles incoming leads - sales reps, office managers, or estimators.
Trigger webhook when a new Lead is created
Toggle this on if you want lead data sent to an external tool on every submission. Enter your webhook URL when enabled. Common uses include Zapier, CRM sync, or custom automations.
3. Customize the Form Design
Adjust the visual appearance of the embedded form:
Font Size - set to Normal or adjust to match your website
Font Color - click the color picker to match your website's text color
Submit Button Color - click the color picker to use your brand's primary color
4. Build Your Form Fields
The Form Builder tab shows all current fields. The default fields are:
What type of project is this? (Residential, Commercial, Industrial, Multifamily, Other)
About how many Square Feet?
Do you already have an Architect?
Brief project description
Do you have a project address?
What is your name? (required)
What is your email address? (required)
What is the name of your project? (required)
What is your phone number?
Do you have any Files to share?
You can edit, reorder, or delete any of these fields and add your own.
To add a custom field:
Click + New Field in the top right of the Form Builder
Select a Field Type - Short text, Long text, Email, Phone, File, Number, Date, Currency, Single option, Multiple options, Dropdown, Yes or No, or Rich text
Set the Title, Placeholder, and Subtitle
Map the field to a Structur data point - Project name, Project description, Client name, Client email, Client phone, Project address, Project type, or Other
Toggle on This is a required field if needed
Save the field
Note: Map all contact fields correctly so submitted data lands in the right place in Structur. Test with a sample submission before going live.
5. Get the Embed Code
Option A - Copy Embed Code button: Click Copy Embed Code at the bottom left of the modal.
Option B - Embed Code tab: Click the Embed Code tab at the top of the form builder and copy the HTML code shown.
Click Done to close the modal.
6. Add the Form to Your Website
Open your website editor
Add an HTML or Code element where you want the form to appear
Paste the embed code into the element
Adjust width and height if needed
Save and publish
Platform notes:
WordPress - use a Custom HTML block
Squarespace - add a Code block
Wix - add an HTML iframe element
Webflow - add an Embed element
Note: Changes you make to the form in Structur update automatically on your website. You do not need to re-embed the code after making edits.
7. What Happens After a Form is Submitted
Every submission automatically:
Creates a new lead in your Leads Pipeline at the default stage you set
Populates all form data into the correct lead fields
Sends email notifications to the users you selected
Triggers a webhook if enabled
The lead appears instantly in your pipeline and your team is notified right away.
Part 2 - The Intake Form
The Intake Form lives inside each individual lead and is designed to be filled out by your team during the first call with the client. It captures the detailed qualification information you need to move the lead forward.
1. Access the Intake Form
Open any lead from Leads in the left sidebar
Click Intake in the module top bar
The Intake Form opens showing all current fields for this lead.
2. Customize the Intake Form
To add, edit, or reorder fields on the Intake Form:
Click the gear icon in the top right of the Intake module
The Customize Intake Form panel opens on the right side
Note: The panel shows a note that changes will update the current lead and apply to all future leads. Any field changes you make here become the new default for every lead going forward.
To add a new field: Click + New Field at the bottom of the panel, configure the field type and settings, and click Save Changes.
To reorder fields: Click and drag the six-dot handle on the left side of any field to move it to a new position.
To toggle a field on or off: Use the orange toggle next to each field in the Customize panel to show or hide it on the form.
Click Save Changes when done, or Cancel to discard.
3. Fill Out the Intake Form
During your first call with the client, work through the Intake Form fields:
Default fields include:
Project Type (Residential renovation, Commercial new construction, Other)
Meeting Type (Phone Call, Video Call, In Person, Other)
How Did You Hear About Us?
General Overview of Project
Desired Start Date
Completion Date
Project Process (Design-Build, Bid-Build, Design-Bid-Build, Design Only, Other)
Do You Have Drawings?
Desired Budget
Proposals Rough Budget
Status of Permits
Status of Financing
Price Point for Finishes
Complexity of Mechanical, Electrical, Plumbing, Roofing, Structural, Civil Work
How Will You Decide on Choosing Your GC?
Will There Be Other Bidders?
Is Bonding Required?
Next Steps, Follow Up Date, and Additional Details
Fill in as many fields as the conversation allows. Not every field needs to be completed on the first call.
4. Lock the Intake Form
Once the first call is complete and the form is filled out:
Click the Locked toggle in the top right of the Intake Form
The form is now locked and the data is saved
Locking the form preserves the intake data and prevents accidental changes. The toggle turns orange when locked.
To make changes after locking: Click the Locked toggle again to unlock the form, make your edits, then lock it again when done.
Note: Locking the form is how you save the completed intake. Always lock the form after your first call is finished.
Best Practices
Set a redirect URL before going live with the embed form - clients need confirmation their submission was received or they'll submit again or assume it failed.
Test the embed form with a sample submission - verify all data maps correctly in Structur before promoting the form on your website.
Keep the embed form short - only ask for what you need to start the conversation. Detailed qualification happens on the intake call.
Use the Intake Form on every first call - consistency across every lead means your pipeline data is reliable and your team always knows what information to expect.
Lock the Intake Form as soon as the call is done - locking preserves the data and signals to the rest of the team that the intake is complete.
Customize the Intake Form to match how you qualify leads - add fields that reflect the specific questions your estimators need answered before they start building a number.
Enable notifications on the embed form - add the right people so web leads are followed up quickly instead of sitting unnoticed in the pipeline.
Common Questions
Q: What is the difference between the Embed Form and the Intake Form?
A: The Embed Form is a public-facing form on your website that captures inquiries from potential clients and automatically creates leads in Structur. The Intake Form is an internal form your team fills out during the first call to qualify the lead in detail. They serve different purposes and work together as part of the same intake process.
Q: If a client fills out the Embed Form, does the Intake Form get populated automatically?
A: The data from the Embed Form populates the lead record fields in Structur. The Intake Form is a separate qualification form your team fills out during the first call. Some overlap may exist depending on how your fields are mapped, but the Intake Form is designed for deeper qualification beyond what the web form captures.
Q: Can I have multiple embed forms?
A: Currently there is one embed form per company. Multiple form support is on the Structur roadmap.
Q: Can I edit the Intake Form after locking it?
A: Yes. Click the Locked toggle to unlock it, make your changes, and lock it again when done.
Q: Do changes to the Intake Form affect existing leads?
A: Changes made through the Customize Intake Form panel apply to the current lead and all future leads. Locked leads preserve the data that was entered before the change.
Q: Can I edit the Embed Form after it's already on my website?
A: Yes. Changes made in Structur update automatically on your website. You do not need to re-embed the code after making edits.
Q: What are webhooks and do I need them?
A: Webhooks send your lead data to external tools automatically when the embed form is submitted. You don't need them unless you want to connect Structur to another platform like Zapier or a CRM. If you're just capturing leads into Structur, leave the webhook toggle off.
Common Mistakes to Avoid
Don't | Do |
Forget to set a redirect URL on the embed form | Set a thank you page URL so clients know their submission was received |
Make every embed form field required | Only require name and one contact method - optional fields reduce friction |
Skip testing the embed form before going live | Submit a test lead and verify all data maps correctly in Structur |
Forget to lock the Intake Form after the first call | Lock the form as soon as the call is done to save the data |
Re-embed the code every time you edit the embed form | Changes update automatically - no need to re-embed |
Skip the Intake Form on quick or informal first calls | Fill it out consistently on every lead so your pipeline data stays reliable |
Send embed form notifications to the entire team | Only notify the people who actually handle new leads |