Sharing the Web Form

Overview
Sharing public web forms
Generate a web form from lead
Web form default templates
Branding Web Forms: Color Schemes and Logos
Generate embed web form script API
Videos

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 Form button 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.

Note: The 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:

Note: Style/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:

Embed Format	Description	Best For
Simple <iFrame>	The easiest option—just copy the generated HTML and paste it where you want the form to appear. No advanced setup or coding required.	When you don’t need custom behavior or advanced styling beyond basic form settings.
Dynamic <iFrame>	Adds enhanced control through form events, including: `onLoaded`: triggers when the form loads `onSubmitted`: triggers after the form is submitted `onFormFinished`: triggers after submission or e-sign completion See Embed Form Events documentation for details.	When you want to trigger actions on your website in response to form activity.
JS Widget <script>	Most flexible option. Embeds the form directly into your page with no fixed height or scroll box. Supports all Dynamic iFrame events and adds an `options` object for advanced styling and behavior overrides. See Web Form Script documentation for full customization options.	When you need complete control over styling, layout, and user interactions.

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.

How to Generate and Send a Web Form

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

Sending the Form by Email

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

Note: If the lead’s email address isn’t saved in the lead email special field, you’ll see an error.
Click the link in the alert to jump to the email field, add the address, save the changes, and try again.

Sending the Form by SMS

Click Generate & Send SMS.
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.

Controlling Web Form Visibility in the Lead Dropdown

You can configure the lead's Web Form dropdown to show specific forms only to selected users, groups, or user classes. Additionally, forms can be linked to a custom property, so they only appear when a matching value is selected.

For example, if a lead is assigned the custom property Processor = Fiserv, the dropdown can automatically filter to show only web forms relevant to Fiserv—hiding all others.

How to Set It Up

Go to Manage > Web Forms.
Click the permissions icon next to the form you want to restrict.
Select:
- The users, groups, or classes who should see the form.
- A custom property and the specific values the form should be tied to.

The form will now only appear in the dropdown when the selected conditions are met.

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

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

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

Setting Default Values

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

Tip: The 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.

Go to Manage > Web Forms.
Click the Share Form button next to your form.
In the popup, click Add New.
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:

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

Note: 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 empty). 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:

Click Share Form on your web form.
In the Actions column, click the Edit icon.
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.

Note: 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.

Note: Style customizations only apply to the widget embed type.

Refer to the full list of supported properties below.

Property	Description	Overrides Form Share Style
hideHeader	Hides the Web Form top-of-the-page header	Hide Header
headerBackgroundColor	Top header background color	Header Background
primaryColor	Primary color: Buttons, input border	Primary Color
secondaryColor	Secondary color: button hover text color	Secondary Color
fontColor	Color of font in the form	Font Color
webformBackgroundColor	Main layout background color	Web Form Background Color
sectionBackgroundColor	Background color of each section of the form that contains fields	Section Background Color
fontType	Font-family of the Web Form font Options: WF Nunito Sans WF Lato WF Open Sans WF Roboto WF Montserrat WF Poppins	Web Form Font
fontSize	Font size of the main form body that the rest of the font sizes are calculated from. Default: 1rem Max: 24px
buttonColor	Button background color
buttonTextColor	Button text color
buttonHoverTextColor	Button text color on hover
buttonHoverColor	Button background color on hover
inputHeight	Height of the input fields and dropdowns Max: 38px
buttonHeight	Height of buttons
inputBorderColor	Input fields and dropdowns border color

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

Name

Description

onLoaded

({ initialValues: Object, hasESign: boolean }) => void

Called when all the web form requests are loaded

beforeSubmit

(values: Object, { form: Object, hasESign: boolean }) => void | Promise

When the submit button is clicked but before the actual submit request is sent

In case you need to wait for any async action to be done before the actual submit is performed you can use Promise, e.g.

{
onSubmitted: async (values, { form, hasESign }) => {
await someAsyncDataProcessing(values);
}
}
NOTE: Promise works only for JS Widget

onSubmitted

(msg: string, { values: Object, form: Object, hasESign: boolean }) => void

After the form is successfully submitted.

In the case of web forms with E-Sign step, still gets triggered after a successful form submission, before E-Sign doc is generated.
If you need to track the complete submission after the PDF doc is signed use onFormFinished.

onSubmitFailed