A lead form defines what your website or campaign landing page asks a visitor, how each answer is scored and which consent the visitor must give. Every submission becomes a scored lead that you review under **Grow → CRM → Lead Generation** (see [Reviewing and delivering leads](/grow/lead-generation-inbox)). You build and edit forms under **Grow → Signal → Lead forms**.

## Before you start

- Lead forms must be included in your subscription's package. See [Package and add-ons](/account-and-access/package-and-add-ons).
- You need permission to view lead forms, and separate permission to create or edit them. See [Users, teams, groups and permissions](/account-and-access/users-teams-groups-and-permissions).
- Every submission must pass a Google reCAPTCHA check, so your subscription needs a working reCAPTCHA connection. Without one, submissions are refused. See [Connecting a provider](/connections/connecting-a-provider).
- The website that sends submissions must use a domain added to your subscription. See [Domains](/account-and-access/domains).

## Create a lead form

1. Go to **Grow → Signal → Lead forms** and select **New lead form**.
2. Under **Form settings**, enter a **Name** and choose a **Status**: **Draft**, **Active** or **Archived**. Only **Active** forms accept submissions.
3. Set the **Qualified threshold**, a score from 0 to 100. The default is 70.
4. Optionally enter a **Public key**, the identifier your website uses to find the form. Leave it blank and Structurell creates one for you. Each public key must be unique.
5. Add your questions and consent fields, as described below.
6. Select **Save**. The form opens for editing and appears in the lead forms list with its **Public key**, **Campaign**, **Threshold**, number of **Questions** and **Status**.

To change a form, select **Edit** next to it in the list. When you save, the questions on screen replace the previous ones.

## Add questions and scoring

Under **Questions**, select **Add question** for each question. For each one, fill in:

- **Question code**: a short identifier, such as `budget`. Structurell stores it in lower case with underscores, so `Budget Range` becomes `budget_range`. Your website sends each answer under this code.
- **Question label**: the question as the visitor sees it.
- **Answer type**: **Text**, **Email**, **Phone**, **Long text**, **Select**, **Radio**, **Checkbox** or **Number**.
- **Scoring weight**: a number from -100 to 100.
- **Required answer**: tick to make the question mandatory.
- **Answer options**: for select, radio and checkbox questions, one option per line.
- **Disqualifying answers**: any answers, one per line, that should reject the lead.

A question without both a code and a label is left out when you save. Select **Remove** to delete one.

A lead's score is the total of the weights of the questions it answered, kept between 0 and 100. A lead that reaches the **Qualified threshold** is marked **Qualified**. A lead that gives a disqualifying answer is marked **Rejected**, whatever its score.

## Add consent fields

1. Under **Consent fields**, tick **Require consent before accepting a lead** if visitors must agree to something before you accept their enquiry. It is ticked on a new form.
2. Select **Add consent field** and enter a **Consent code** and a **Consent label** for each one. A new form starts with one field coded `marketing`.
3. Tick **Required** for each consent the visitor must give.

A submission that is missing a required consent is refused. If consent is required but no field is marked **Required**, the visitor must give at least one consent.

## Link a campaign and landing page

The **Campaign and landing page** panel ties the form to your marketing:

- **Campaign ID** links the form to a campaign, so its leads are counted against that campaign.
- **Campaign public key** and **Page public key** are extra identifiers your website can use to find this form.
- **Campaign accepts submissions** and **Page accepts submissions** must both be ticked for the form to accept leads.
- **Campaign status** and **Page status** must be Active, Published or Live, or left blank. Any other value stops the form accepting submissions.

You can also choose a lead form for a campaign's landing page from the campaign itself. See [Campaigns](/grow/campaigns).

## Put the form on your website

Structurell does not produce an embed code or snippet for lead forms. Your website builds its own form and connects it using the form's **Public key**:

- It can load the form's questions, required fields and consent fields using the public key.
- It sends each submission with the answers under their question codes, the consent choices and a reCAPTCHA token.
- Structurell identifies your subscription from the website's domain.

If you need help connecting a form to your site, raise a ticket. See [Raising and following tickets](/strengthen/tickets).

## Troubleshooting

To protect your forms from abuse, some submissions are dropped quietly: the visitor sees a "received" message but no lead is created. This happens when the form is not active, the public key does not match, or a hidden anti-bot field was filled in. If leads are not reaching **Lead Generation**, check that:

- The form's **Status** is **Active**.
- **Campaign accepts submissions** and **Page accepts submissions** are both ticked, and any campaign or page status is Active, Published or Live.
- The website uses the form's current **Public key** and a domain added to your subscription.
- Your reCAPTCHA connection is working. See [Troubleshooting connections](/connections/troubleshooting-connections).
- Every **Required answer** question and every required consent is being sent.