GoHighLevel Forms & Surveys: How to Build, Embed and Automate
Forms and surveys are how most leads enter GoHighLevel. A good form captures the right details, tags the lead and starts your follow-up instantly. A bad one loses leads or fills your CRM with junk. This guide covers how to build GoHighLevel forms and surveys, when to use each, and how to connect them to your automations.
Forms vs surveys in GoHighLevel
Forms show all questions on one page. Best for contact forms, quote requests and short opt-ins.
Surveys show questions over several steps (slides) and can skip or show questions based on answers. Best for qualifying leads, longer intake and quizzes.
Rule of thumb: if you need 5 fields or fewer, use a form. If you need to qualify or ask more, use a survey.
How to build a GoHighLevel form
Create the custom fields first (service needed, budget, timeline and so on) so every answer saves to the contact record.
Open Sites, then Forms, and create a new form in the builder.
Add only the fields you need. Name, phone, email and one or two qualifying questions convert best.
Mark required fields and use the right field types (phone, email, dropdown, date).
Add consent text for SMS and email where required, so you can message the lead legally.
Set what happens after submit: a thank-you message, a redirect to a thank-you page, or straight to a booking calendar.
Style it to match your brand, then embed it on your website or funnel, or share the link.
How to build a GoHighLevel survey
Create the survey and add each question as its own slide or group.
Use conditional logic to skip questions that do not apply (for example, only ask about budget if they choose a certain service).
Put easy questions first and contact details last, once the person is invested.
Show a progress bar so people know how long it takes.
Send qualified people to your booking calendar and others to a helpful thank-you page.
Connect forms and surveys to automations
Trigger: "Form submitted" or "Survey submitted", filtered to that specific form.
Actions: add tags, create an opportunity in your pipeline, assign an owner, notify the team and start speed-to-lead follow-up.
Branch by answer: use if/else steps to send hot leads to a call and others to nurture.
See our pipeline setup guide for where new leads should land.
Tips that improve form conversion
Fewer fields, clear labels, one clear button ("Get my free quote").
Put the form above the fold on mobile.
Use hidden fields or UTM parameters to track which ad or page the lead came from.
Add a short trust line under the button (response time, no spam).
Test on your own phone before you send traffic to it.
Common problems and fixes
Submissions not showing in contacts: check required fields and that the form is the one actually embedded on the page.
Workflow not firing: make sure the trigger filter uses the right form and the workflow is published.
Duplicate contacts: check your duplicate contact settings and that email and phone fields are mapped to the standard fields.
Spam submissions: enable captcha on public forms.
Frequently asked questions
What is the difference between a form and a survey in GoHighLevel?
A form shows all fields on one page. A survey splits questions over several steps and can use conditional logic to show or skip questions.
Can a GoHighLevel form start a workflow?
Yes. Use the "Form submitted" trigger in a workflow and filter it to the form you want.
Can I embed GoHighLevel forms on WordPress?
Yes. Copy the embed code or link from the form and paste it into any website, including WordPress.
Can you build my GoHighLevel forms and surveys?
Yes. GHL Expertise builds forms, surveys and the automations behind them as part of our GoHighLevel services.
Want forms that turn visitors into booked calls?
Book a free 30-minute call and we will review your lead capture with you.
