Documentation
Web Form Setup Guide
Embed a lead-capture form on any website - your own site, a landing page, or anywhere you can paste HTML - and have every submission flow straight into LeadMachine as a scored lead.
No plugin required. The Web Form is a small block of HTML you copy from LeadMachine and paste onto your site.
Prerequisites
- Active LeadMachine account with Admin or SuperAdmin access (only admins can manage integrations)
- A website or page where you can paste HTML
Step 1: Generate Your Web Form
- Log in to LeadMachine
- Click your profile in the top-right navbar and select Integrations
- Open the Web Form card
- Click Generate New Key
Two things appear:
- API Key - a secret key (starts with
lm_) that authenticates your form - Embed Code - a ready-to-paste block of HTML with your key already baked in
> Keep the API key private. It authenticates submissions to your account. If it's ever exposed, click Generate New Key to rotate it (note: this stops any previously published form from working until you re-paste the new code).
Step 2: Add the Form to Your Site
- Copy the Embed Code using the copy button
- Paste it into any page or post where you want the form to appear
- Publish the page
That's it. The embedded form posts directly to LeadMachine - your Company ID doesn't need to be entered anywhere; it's identified automatically from the API key.
What the form includes
The default form captures:
| Field | Required |
| ------- | ---------- |
| Full Name | Yes |
| Yes | |
| Company | No |
| Phone | No |
| Lead Type (Investor / Partner / Customer / Other) | No |
| Message | No |
A hidden anti-spam field is included automatically.
What Happens to a Submission
Each submission creates a lead in LeadMachine:
- Source is recorded as the website's domain (e.g.
example.com) - The lead is tagged Website Lead plus the selected Lead Type
- Name is split into first and last name; email and phone are saved as contact methods
- The message and page URL are saved as a note on the lead
- The lead is assigned to your company's fallback lead owner and appears in their focus screen
- Enrichment runs automatically to research the new lead
Duplicate handling: if a lead with the same email already exists, LeadMachine updates it instead of creating a duplicate.
Customizing the Form
The embed code is plain HTML - edit it to fit your site:
- Change field labels, styling, or which fields appear
- Change the tags applied (edit the
tagsvalue in the script) - Wrap it in your own container or CSS
As long as the form keeps posting the email field and your API key, submissions will continue to work.
Troubleshooting
Submissions return "Invalid API key"
The key in your published form no longer matches your account - usually because the key was regenerated. Generate a fresh form and re-paste the new embed code.
A test submission didn't create a lead
LeadMachine silently filters obvious spam (bot-filled hidden fields, links or HTML in the name/company fields, gibberish). A legitimate test that happens to look spammy - for example, putting a URL in the Company field - can be filtered. Put website URLs in a dedicated website field, not the Company field.
Too many submissions rejected
The endpoint accepts up to 10 submissions per hour from a single IP address to prevent abuse. Normal traffic is unaffected; automated load tests may hit this limit.
Nothing arrives and there's no error
Confirm the form still contains your API key and that the page actually published the embed code (some site builders strip <script> tags - use a "custom HTML" or "embed" block).
Getting Help
- Email: [email protected]
- Include the page URL where the form is embedded and a description of what you tried
Last Updated: August 2026