Sharing the Web Form

Overview

Public web forms are a simple and powerful way to collect lead information, service requests, and other submissions without requiring manual follow-up. 

Whether you're generating a form directly from a lead, sharing it via a public link, or embedding it on your website, the process is flexible and easy to manage.

The form sharing options are designed to help you customize the experience for your clients and teams through features like:

• Customizable branding and styles to match your business—or create different themes for specific groups, teams, or partners
• Default templates to pre-fill key fields for faster and more accurate submissions
• Pre-filled lead-specific forms, ideal for requests like bank changes, equipment orders, or account updates
• Automated lead routing to assign new submissions to the right users, groups, or workflows
• A seamless client experience, whether the form is embedded on your site or accessed through a shared link

This article walks you through the main sharing methods—public link, embedded forms, and lead-generated forms—and includes developer tools like the embed script API and advanced template customization.

Sharing public web forms

When it comes to sharing your Web Form publicly, there are two simple ways to do it: via a public link or by embedding it directly into your website. 

To share a form click the share icon in the Actions column on a web form to open the Share General Application popup. In the popup, you can:

• Create one or more share profiles, where each profile has a different URL, default values, branding, and lead automation options
• Edit existing profiles using the action shortcuts in the Action column

To add a new profile click the Add New button, and select the Link or Embedded share type, depending on how you wish to share the form.

Continue reading to learn how to configure both of the share types further.

Option 1: Share via Public Link

This option gives you a public URL hosted by Merchant Central. You can paste this link anywhere—your website, emails, chat messages—and it will open the form in a new browser tab where users can fill it out.

To set it up, click Add New in the Share General Application popup, select the Link share type, enter the name of the sharing profile, and fill in other optional settings and lead automation options.

The Public URL is auto-generated based on the name but can be edited if needed. Once saved, you can copy the link and share this link with merchants, or hyperlink it on your site.

ℹ️The link settings override any of the general web form settings. 

You can always edit or update the link settings again from the Share General Application popup:

Option 2: Embed on Your Website

If you prefer to keep users on your site instead of redirecting them elsewhere, embedding is the way to go. You’ll get a small code snippet to insert into your site, and the form will appear as if it’s part of your webpage.

Embedded forms also support advanced styling and branding options, so the form can match your site's look and feel for a seamless user experience.

To generate your code snippet, click Add New in the Share General Application popup, select the Embedded share type, and enter the name of the sharing profile, enter the domain names where your form will be embedded (the form will not load in domains not listed here), and configure the other optional settings such as branding options and lead automation. 

Use the Preview button to check how your form looks with your style settings. Once you’re happy, click Save & Generate Embed Code, and you’ll be presented with three embed options:

Select the preferred option and your code snippet will be generated that you can then copy:

ℹ️Style/logo configurations from the Share Form modals under the Embedded Web Form Settings section affect ALL of the embed formats. 

Here is a quick description of the three options and how to best use them:

When using the JS Widget, you can fine-tune the look of your form using simple style properties. These settings override the defaults set in the Embedded Web Form Settings section.

See Generate embed web form script API below for more information. 

Generate a web form from lead

Use the Web Form feature to easily collect requests from existing leads—such as bank account changes, equipment orders, or other service updates. Web forms are pre-filled with the lead’s information, making it quick for clients to review and submit.

To generate a web form:

1. Open the lead record and go to the Web Forms tab.
2. Select a form from the list.
3. Choose how you want to send it:

Sending the Form by Email

1. Click Generate & Send Email.
2. A new email draft opens, based on the form’s email template.
3. The email includes a link to the pre-filled web form—just click Send Email.

💡If the lead’s email address isn’t saved in the lead email special field, you’ll see an error message. Click the link provided in the error message to jump directly to the email field. Then add the email address, save the changes, and try again.

Sending the Form by SMS

1. Click Generate & Send SMS.
2. A popup will appear to compose and send the SMS with the form link.

Opening or Previewing the Form

• Generate & Preview: Opens a read-only version to review or test the form. Edits here won’t appear to the client.
• Generate & Open: Launches the live form exactly as the client will see it. Any changes or submissions are saved.

Managing Generated Web Forms

After generation, forms appear in the Web Forms tab with a Generated status.

From the Actions column, you can:

• Open or preview the form
• Resend it via email or SMS
• Cancel or archive it

Once the form is submitted, the status updates to Form Completed, and you’ll see a popup notification.

Configure Web Form Permissions

You can configure the lead’s Web Form dropdown so that users, groups, and user classes only see the forms they have permission to access. 

Permissions can be set at the web form level, as well as individually for each share link created for the form, allowing for more granular control.

Additionally, forms can be linked to a custom property so that they appear only when a matching value is selected. For example, if a lead is assigned “Fiserv” in the Processor custom property, the dropdown will automatically filter to show only web forms relevant to Fiserv, hiding all others.

How to Set Up Web Form Permissions

1. Go to Manage → Web Forms.
2. Click the permissions icon next to the form you want to restrict.
3. Select:
   • The users, groups, or classes who should have access to the form.
   • A custom property and the specific values the form should be tied to.
   • Changes are saved automatically. The form will only appear in the dropdown when the selected conditions are met.

To delete a permission, click the delete icon on it.

How to Set Up Share Link Permissions

☝️ Web form share link permissions are currently in beta. Contact support to enable. 

1. Go to Manage → Web Forms.
2. Click the share icon on the web form you want to update.
3. Click the permissions icon on the share link you want to update, then select users, groups, or user classes. Changes are saved automatically as you make your selections. To remove a permission, click the delete icon next to it.

Generate the form via lead status trigger

A web form can be automatically generated and sent to a lead when that lead is moved into a designated status state.

To set this up, follow the steps below.

• Navigate to Manage → Leads → Status States & Triggers.
• Find the relevant status trigger and click the Configure Status Triggers icon.
• Open the Trigger on Status Change tab and select Add New Trigger.
• Choose the Send Web Form option, select the web form you wish to send, and click Add.

Your status trigger is now configured. When a lead is moved into the defined status state, the selected web form will be generated, populated with the lead’s information, and sent using the email template defined in the web form’s settings.

Web form default templates

Default templates let you pre-fill a web form with specific values—like predefined rates, fees, or custom options—so clients can quickly review and submit without manual input.

Each template is tied to its own public URL, which you can share with clients or embed directly on your website. When someone opens the link, the form is automatically populated with the template’s values.

Why Use Default Templates?

Default templates are perfect when you offer different services for different client types. For example, you can create:

• A Retail template for retail merchants
• A B2B template for business clients

Creating Default Templates

1. Open the web form in the Form Builder.
2. Click Edit Defaults.
3. In the Manage Defaults sidebar, click Add New.
4. Give your template a name, like Retail, and click Add.
5. Repeat to add another template, such as B2B.

You’ll now see both templates listed in the sidebar.

Setting Default Values

1. Click the name of a template (e.g., Retail) to begin editing.
2. Fill in or select the default values you'd like to apply.
3. Click Save when you're done.

ℹ️The active template you're editing is highlighted in grey in the sidebar. 

Repeat the steps for the B2B template or any other you’ve created.

Sharing Templates via URL Links

Once your templates are set, you can generate shareable links for each one.

1. Go to Manage → Web Forms.
2. Click the Share Form button next to your form.
3. In the popup, click Add New.
4. In the new window:
   • Set Share Type to Link.
   • Enter a name like Retail Form.
   • Select the relevant default template (e.g., Retail).
   • Save your changes.

Repeat these steps for the B2B template or any others.

Optional: You can also configure automation rules here, such as assigning new leads to specific users, groups, or custom properties.

Once saved, your links appear in the Share General Application popup.

Use the Actions column to manage them:

• Delete a link
• Copy the URL
• Edit link settings

To copy a link, just click the Copy icon (middle one). You can then paste it into a landing page, email, or other marketing content. 

Deleting Default Templates

To remove a default template:

1. Open the form and click Edit Defaults.
2. In the sidebar, click the Delete icon next to the template name.

💡You can’t delete a template while it’s being edited (highlighted in grey). Click on a different template first to enable deletion. Also, there must always be at least one template (even an empty one). You won’t be able to delete the final remaining one.

Branding web forms: color schemes and logos

You can customize your web form’s color scheme and logo to match your corporate or group branding. The styling options differ depending on whether you're sharing the form via a link or embedding it on your website.

Web Form Link Sharing

When you share a web form using a public link, its color scheme is automatically inherited from the user group selected in the link’s settings. New leads submitted through the form are also assigned to this group.

To assign a user group:

1. Click the share icon on your web form (in the Actions column).
2. In the Actions column, click the Edit icon.
3. In the Lead Automation section, select the desired user group.

The group’s colors will be applied to the form automatically. To change these colors, follow the steps in our guide on Custom Styles.

The logo displayed in the form’s header is pulled from the selected group’s settings. If the group doesn’t have a logo, the form will fall back to the default Site Logo.

💡If the form is generated directly from the lead page, it inherits the branding of the primary group of the user who generated it—not the group set in the link settings.

Web Form Embedding

When embedding a web form on your website, group styles are not automatically applied. Instead, you can configure the branding manually in the form’s share settings.

In the share settings for the embedded form, you can:

• Set a custom color scheme manually
• Upload a logo specifically for the embedded form

If no logo is uploaded, the form will use the group logo from the Lead Automation settings. If that group also doesn’t have a logo, the Site Logo will be used as a fallback.

Custom Branding & Confirmation Page Per Link

You can optionally override branding and confirmation page settings for individual form links.

To enable this feature, contact the Merchant Central team and ask to activate the following flags:

• WEB_FORM_LINKS_CUSTOM_BRANDING – Enables custom branding settings per link
• WEB_FORM_CPAGE_PER_SHARE – Enables custom confirmation pages per link

Once these flags are enabled, the Share General Application popup will include options to configure branding and confirmation settings for each specific link you create.

Generate embed web form script API

Web developers can embed lead web forms using the Generate embed web form script API, which supports the same embed types used for public forms:

• Simple <iframe> – referred to as iframe
• Dynamic <iframe> – referred to as iframe_script
• JavaScript Widget (<script>) – referred to as widget

These embed types are specified via the type parameter in the API request body.

How It Works

This endpoint works similarly to the Generate web form endpoint. It creates a lead form session using:

• leadId
• webFormDefaultId

The key difference is that the embed version returns a script you can insert into your website, along with optional embed-specific configurations.

Styling Options (Widget Type Only)

When using the widget type, you can customize styles directly through the API. Common options include:

• inputHeight – Adjusts the height of all dropdown/input fields.
• fontSize – Sets a base font size; other text elements adjust proportionally.

Style customizations only apply to the widget embed type. Refer to the full list of supported properties below.

Downloadable Script Example

You can download an example embed script here: example.js

Custom Script Templates

In more advanced cases, you may want to use a pre-configured custom script—for example:

• To handle custom embed events
• To avoid passing styling options through the API request body

The API response includes:

• bundle_url (for widget type)
• url (for both iframe and iframe_script types)

Use these as follows:

• For widget: Insert bundle_url into your script template.
• For iframe: Use url in the src attribute of your <iframe>.
• For iframe_script: Insert url in the appropriate part of your embed script.

List of Events

Parameters

Use Case: Routing leads to the correct sales rep via web form public links

Independent Sales Organizations (ISOs) often have multiple sales representatives who work under different partner companies, each bringing in their own merchants.

Managing leads from these various sources efficiently—and ensuring they’re assigned to the correct sales rep—is critical to maintaining organization and accountability.

The CRM’s Web Form feature, combined with Public Links, makes it possible to automate this process while also tailoring each form’s branding to match the rep’s partner company.

Requirements

• The ISO has multiple sales representatives who belong to different partner companies.
• Each rep needs a unique web form link that reflects their partner company’s branding and assigns submitted leads directly to them.
• The ISO wants all submissions to feed into a single web form in the CRM while maintaining automatic routing to the correct rep.
• The ISO’s CRM administrator can create and manage multiple Public Links for the same web form, configuring both lead assignment and custom branding for each partner company.

Solution Overview

The CRM’s Public Link functionality allows multiple unique URLs to be created for a single web form. Each public link points to the same form but can have distinct settings such as:

• Lead Automation Rules: Determines which sales rep receives the lead when a form is submitted, as well as other custom settings.
• Custom Branding: Displays different logos, colors, or partner company names depending on which public link is used.

By distributing a personalized public link to each rep, ISOs ensure:

• Leads are automatically assigned to the right sales rep and group.
• Each rep’s partner company sees their own branding on the form, reinforcing trust and consistency.
• All form submissions remain centralized in the ISO’s CRM, simplifying reporting and management.

Example Scenario

1. Setup
   The ISO MerchantGrowth Partners works with three partner companies, each with its own sales rep: Alex (Partner A), Jamie (Partner B), and Taylor (Partner C). The ISO administrator creates one master web form titled “Merchant Sign-Up Form.”
2. Creating Public Links
   The administrator creates a separate public link for each rep:
   • Alex’s Link: Shows Partner A’s logo and colors; all leads are assigned to Alex.
   • Jamie’s Link: Shows Partner B’s branding; all leads are assigned to Jamie.
   • Taylor’s Link: Shows Partner C’s branding; all leads are assigned to Taylor.
3. Sharing the Links
   Each rep shares their unique public link with their merchants—via email, websites, or marketing materials—so merchants see familiar branding when completing the form.
4. Form Submission & Lead Assignment
   When a merchant submits the web form, the CRM automatically creates a new Lead and assigns it to the correct rep based on the public link used. The lead appears in that rep’s CRM pipeline for follow-up.
5. Outcome
   The ISO gains a streamlined, professional lead intake process: partner branding is accurately represented, leads are routed automatically, and managers retain complete visibility across partner networks.

Use Case: Dynamic pricing display via web form public links

ISOs and providers often need to present different pricing plans to merchants—such as Tiered, Flat Rate, or Interchange—while keeping intake consistent through a single web form.

The Merchant Central Web Form supports Default Value Configurations that can be linked to Public Links. This allows each public link to open the same form but display different default values (e.g., pricing model, rate fields, fee toggles) tailored to the plan being offered.

Requirements

• A single master web form used for merchant onboarding or pricing selection.
• One or more Default Value Configurations defined on the web form (e.g., “Tiered Defaults,” “Flat Rate Defaults,” “Interchange Defaults”).
• Separate Public Links, each linked to one of the default configurations so the form loads with plan-specific defaults.

Solution Overview

Create distinct Default Value Configurations on the web form—each representing a pricing plan’s default values. When generating a Public Link, select which configuration it should use.

• When a merchant opens that public link, the form loads with the corresponding configuration’s defaults (e.g., pricing model selection, default rates, and fees).
• All submissions flow into the same CRM pipeline, preserving consistent data capture and reporting.
• This removes the need to clone multiple forms and reduces errors from manual plan selection.

Example Scenario

1. Setup
   Define three default configurations on the “Merchant Sign-Up” web form:
   • Tiered Defaults: Pricing model = Tiered; default tiers and qualifiers pre-set.
   • Flat Rate Defaults: Pricing model = Flat Rate; a standard discount rate and per-transaction fee pre-filled.
   • Interchange Defaults: Pricing model = Interchange; passthrough settings and provider fees pre-filled.
2. Create Public Links
   Generate three public links from the same web form, linking each to its configuration:
   • Tiered Link → uses “Tiered Defaults”
   • Flat Rate Link → uses “Flat Rate Defaults”
   • Interchange Link → uses “Interchange Defaults”
3. Distribute Links
   Place each link in the appropriate context—web pages, marketing campaigns, or partner portals—so merchants encounter the intended pricing plan.
4. Merchant Experience & Submission
   A merchant opening the Flat Rate Link sees the form already set to Flat Rate with the pre-defined rates and fees. After submission, the CRM records a new Lead or Application with those defaults captured, streamlining underwriting and pricing review.
5. Outcome
   The ISO maintains a single, centralized web form while offering multiple pricing paths. Merchants see the correct defaults for their plan, operations saves time, and data consistency improves across submissions.

Videos

For a quick walkthrough of how to create a simple iFrame embedded web form, watch the video below.