What it is
Intake forms that adapt as the visitor fills them in — if someone picks "kitchen remodel," the next questions are about kitchens; if they pick "repair," they see different ones. When they hit submit, the answers do not land in an email someone has to read and retype. They flow directly into your CRM as a new lead, tagged and routed, ready for the automatic follow-up to fire.
Why it matters
The standard small-business form emails a notification to one person, and that is where leads die — buried under newsletters, caught in spam, or sitting unread while the owner is on a job site. The data on speed is brutal: a lead contacted within five minutes is many times more likely to convert than one contacted an hour later, yet most businesses take hours or never respond at all. Smart forms close that gap by dropping the lead into the system instantly, so the follow-up text and the internal alert can fire in seconds instead of whenever someone happens to check email. They also ask better questions — qualifying the job up front so you spend your time on real work, not tire-kickers — and a built-in spam gate keeps the junk out so the alerts you do get are real.
How we install it
Smart forms are the capture point of the Foundation surface — they sit on the contact page, the service pages, and every landing page, and they are the handoff into the Capture surface where automation takes over. We build them during the Activate phase of the 5A protocol, wired to your CRM with a honeypot and bot-check so spam never reaches you, and every field mapped to a contact record so nothing is lost in translation. Each submission is also tracked to its source.
What it costs
Smart forms are included from the Foundation tier, with more complex multi-step and qualifying flows added on the Operating and Compound tiers. See the ladder for what each tier includes.