- Overview
- Prerequisites
- How does the web form work?
- How to create a web form?
- How to design the web form?
- How to share the web form?
- Use Case: Merchant Sign-Up
- Use Case: Equipment Order Submission
- Frequently Asked Questions
- Video
Overview
The Merchant Central empowers Independent Sales Organizations (ISOs) to create professional, client-facing web forms in just minutes using an intuitive drag-and-drop editor.
Once submitted, each form either creates a new lead with the provided information or updates an existing one, based on your workflow settings.
The following screenshot shows an example of a web form:
You can share your web form through a public link or embed it directly on your website, providing clients with a simple and convenient way to submit their information.
Fully customizable to match your branding, Merchant Central web forms allow you to deliver a professional, polished experience. Built-in advanced validations help ensure the data you collect is accurate and actionable from the start.
With Merchant Central web forms, ISOs can enhance client interactions, improve data accuracy, and streamline critical workflows.
Prerequisites
To create and manage web forms, the Manage Web Forms permission must be enabled for your user class. To enable it, navigate to Manage → User Classes from the left-hand menu to open the User Classes page.
Select the relevant user class, click Permissions, and scroll to the Site Management section. Locate and enable Manage Web Forms, then click Save Permissions in the top-right corner to apply the changes.
How does the web form work?
When a web form is submitted, it automatically creates a new lead in the CRM, fills in the submitted information, and assigns it to the appropriate user group for immediate follow-up—eliminating manual entry and accelerating response time.
Merchants can also upload files directly through the web form, allowing submitted documents to be captured and stored along with the lead information for easier access and reference.
To further accelerate the boarding process, you can configure web forms to automatically launch an e-signature document—such as an MPA—immediately upon submission. Clients are taken straight to an Adobe E-Sign document for real-time review and signature. Once signed, the document is securely stored in the CRM lead record, reducing delays and keeping everything compliant and accessible.
From there, your sales team can seamlessly kick off the merchant boarding process using Merchant Central’s TurboApp feature—ensuring everything stays organized and progresses smoothly.
For multi-location merchants, the platform automatically creates a separate lead for each location submitted, enabling streamlined management of even the most complex merchant profiles.
Streamlining client updates and operational requests
Web forms can be used for more than just onboarding. They are also suitable for collecting merchant information related to equipment requests, ACH changes, and other operational needs.
If an existing client submits a form using a recognized email address, the system automatically updates their existing lead profile rather than creating a duplicate.
You can also generate a web form directly from a client’s lead page, which creates a unique link you can share via text or email.
When created this way, the form is automatically populated with the client’s existing business information. By having the majority of fields pre-filled, it significantly simplifies the process for the client to complete any remaining information—such as updates to banking details—prior to form submission.
How to create a web form?
To create a new web form, go to Manage → Web Forms, then click New Web Form. A popup window will appear, allowing you to select or configure the form’s general settings, including:
- Merchant Notification Templates – Email and SMS notifications sent to merchants.
- Internal User Notification Templates – Alerts and messages sent to your internal team.
- Confirmation Pages – What users see after submitting the form.
- Save Progress Functionality – Allows merchants to save partially completed forms and return later to finish them. If a form is left incomplete for a period of time, automated reminders can be sent to encourage completion.
- E-Signature Documents – Choose documents that require electronic signatures. These will be presented to the merchant immediately after the web form is submitted.
- Lead Automation – Configure how leads are generated and routed, with additional advanced settings and options available for customization.
Once the web form is created, you’ll have access to additional management tools, including quick links for managing form sharing options and accessing the web form builder.
For a complete guide, please refer to our article on Creating a Web Form.
How to design the web form?
The Web Form Builder offers a simple, drag-and-drop interface for creating custom web forms.
On the left, the widgets panel provides elements such as sections, pages, text fields, and file upload buttons.
Simply drag these components into the central form canvas to build your layout.
You can also pull lead fields from the right-hand panel to capture specific information directly into the lead record.
The Web Form Builder also offers a range of advanced features, including:
- Conditional logic
- Default value management
- Support for multi-location merchants
For an in-depth walkthrough, please see our article on using the Building the Web Form.
How to share the web form?
There are several ways to share your web form with clients:
- Generate a Public URL – Easily create a link that anyone can access.
- Embed on Your Website – Integrate the form directly into your site.
- Create a Client-Specific Form – From the lead page under the Web Form tab, you can generate a unique URL customized for each client, with the form pre-filled using that client’s information.
To use the first two sharing options mentioned above, click Share Form on the web form you want to share. A popup window will open, where you can manage sharing links and access embed codes.
Here’s a screenshot showing the share options.
Note: Public URL and embedded forms come with their own branding and lead automation settings, which override the default web form settings.
For a step-by-step guide, please refer to our article Sharing the Web Form.
Use Case: Merchant Sign-Up
A common scenario in field sales involves reps meeting with potential merchants face-to-face and needing to onboard them quickly and efficiently.
To support this, ISOs can implement a web form that allows reps to collect required information, capture supporting documents, and complete the sign-up process—all in one session. The aim is to reduce friction, shorten onboarding time, and ensure a seamless handoff to operations for underwriting and merchant activation.
Requirements
- On-the-Spot Data Collection: Field reps need to collect merchant details, take a photo of the merchant’s driver’s license and voided check, and submit everything from a tablet during the meeting.
- Dynamic Pricing Selection: Depending on the merchant type, the rep must be able to choose between a tiered or flat pricing model and apply it within the merchant processing agreement.
- Real-Time Agreement Signing: The processing agreement must be presented and signed electronically while the rep is still with the merchant.
- Automated Team Routing: Once submitted, all merchant data and attachments must be routed to the appropriate underwriting team based on the rep’s assigned region (e.g., New York or Chicago).
Solution Overview
To address this, a custom web form is created in Merchant Central. This form enables:
- Real-time entry of merchant details and uploading of required documents.
- Integration with an E-Signature tool that generates and presents the merchant processing agreement.
- Use of pre-configured links to customize the experience by pricing model and regional team:
- New York (Tiered Pricing)
- New York (Flat Pricing)
- Chicago (Tiered Pricing)
- Chicago (Flat Pricing)
These links pre-fill pricing details and route submissions to the correct operational workflow.
Example Scenario
A New York-based sales rep meets with a retail merchant interested in signing up for payment processing. The merchant qualifies for tiered pricing.
- The rep opens the pre-set web form link for New York Tiered Pricing on their tablet.
- They complete the form with the merchant’s details and upload a photo of the driver’s license and voided check, taken on-site.
- After submission, the system generates an e-signature document, which the merchant signs directly on the tablet.
- The completed submission is automatically routed to the New York underwriting team via TurboApp for immediate follow-up and onboarding.
Use case: Equipment Order Submission
It's common for merchants to request additional payment equipment after their initial onboarding.
To process the request efficiently, the ISO needs a signed order that clearly outlines the equipment types, quantities, and associated costs.
Instead of handling this manually, a streamlined web form process is implemented—allowing reps to generate a pre-filled form, merchants to select what they need, and the system to automate pricing, signature capture, and fulfillment handoff.
Requirements
- Pre-Populated Merchant Information: When a merchant reaches out to request new equipment, the sales rep should be able to generate a form pre-filled with the merchant’s details (DBA name, address, contact info, etc.) to reduce data entry and prevent errors.
- Selectable Equipment Options with Live Pricing: The form must display a list of available equipment types. As the merchant selects equipment and adjusts quantities, the total cost should update automatically.
- Order Confirmation via E-Signature: A signed order form is required before the ISO can fulfill the equipment request. The system must present the order summary to the merchant for signature after form submission.
- Operational Handoff: Once signed, the system should alert the operations team and update the merchant’s lead page for fulfillment tracking and follow-up.
Solution Overview
To fulfill these requirements, a web form can be implemented within Merchant Central to enable the following workflow:
- Sales reps generate the equipment order form directly from the merchant’s lead page in Merchant Central, which automatically pulls in the merchant's information.
- The form includes:
- Merchant details (pre-filled)
- Equipment selection menu with quantity fields
- Real-time pricing updates based on selections
- After submission, the system:
- Updates the lead page with order details
- Triggers the display of an equipment order e-signature form that the merchant can sign
- Alerts the operations team for fulfillment
This streamlined approach eliminates manual data entry, pricing errors, and delays in order processing.
Example Scenario
A merchant contacts their sales rep to order two additional terminals and a wireless PIN pad.
- The sales rep navigates to the merchant’s lead page and generates the equipment order form.
- The form automatically includes the merchant’s DBA name, address, and contact details.
- The merchant selects the desired equipment types and quantities. As they make selections, the form dynamically updates to show the total cost.
- After reviewing the order, the merchant submits the form.
- An e-signature version of the order is immediately presented. The merchant signs the agreement electronically.
- Once signed, the operations team is notified, and the lead page is updated, triggering the fulfillment process.
Frequently Asked Questions
- Can I display different pricing plans on the web form? Yes, the form supports conditional logic to dynamically show or hide sections. For example, selecting "Tiered" in the pricing dropdown can reveal the Tiered pricing section while hiding others. More info: Conditional Logic
- Can I board multiple locations in a single form submission? Yes, the form can board multiple locations at once. Each location creates its own lead, and all leads are automatically linked in the CRM. More info: Building the Web Form
- Can I customize the form’s appearance? Absolutely. You can change the colors and logo to match your branding and set up different profiles for teams or partners. More info: Sharing the Web Form
- Can I set default values on the form? Yes, you can create templates with preset values and share them via unique links. More info: Sharing the Web Form
- Is there a quick way to generate a form from an MPA? Yes, you can auto-generate a form from a mapped e-signature application, saving time on setup. More info: Enabling E-Signatures in Web Forms
- Can I create a landing page for the form? Yes, you can quickly create a public landing page to share with clients. More info: Creating & Managing Web Forms
Video
For a video overview, watch the recorded webinar on web forms:
Additional video resources are available here.