Client Intake Form for Agencies: Fields, Workflow, and Routing

The job of an agency intake form

An agency intake form is not just a contact form with more fields. It is a qualification system. The form should answer three questions before anyone books a call: is this a real prospect, is the project a fit, and who should handle the next step?

The mistake is asking every question the agency might ever want. That creates a form nobody finishes. The better version asks enough to route the lead and leaves discovery details for the call.

Fields to include

• Name and email. Required. Add phone only if calls are part of your sales process.
• Company and website URL. Gives the team context before replying.
• Project type. Website, SEO, paid ads, branding, automation, maintenance, or consulting.
• Budget range. Use ranges like under $2k, $2k-$5k, $5k-$15k, $15k+.
• Timeline. This week, this month, this quarter, or exploring.
• Decision maker. Ask whether the person submitting can approve budget.
• Current stack. Webflow, WordPress, Shopify, Next.js, HubSpot, or other.
• Primary goal. More leads, better conversion, redesign, speed, automation, or support.
• Upload. Optional brief, RFP, logo, brand guide, or screenshot.

Copy-paste HTML template

This version works on plain HTML, Webflow embeds, WordPress Custom HTML blocks, static sites, and most framework components.

<form action="https://splitforms.com/api/submit" method="POST" enctype="multipart/form-data">
  <input type="hidden" name="access_key" value="YOUR_ACCESS_KEY" />
  <input type="hidden" name="form_type" value="agency_client_intake" />
  <input type="hidden" name="source_page" value="agency-site-homepage" />

  <label>Name <input name="name" required /></label>
  <label>Email <input name="email" type="email" required /></label>
  <label>Company <input name="company" /></label>
  <label>Website <input name="website" type="url" /></label>

  <label>Project type
    <select name="project_type" required>
      <option value="">Choose one</option>
      <option>Website redesign</option>
      <option>SEO</option>
      <option>Paid ads</option>
      <option>Branding</option>
      <option>Automation</option>
      <option>Ongoing support</option>
    </select>
  </label>

  <label>Budget range
    <select name="budget" required>
      <option value="">Choose one</option>
      <option>Under $2k</option>
      <option>$2k-$5k</option>
      <option>$5k-$15k</option>
      <option>$15k+</option>
    </select>
  </label>

  <label>Timeline
    <select name="timeline" required>
      <option value="">Choose one</option>
      <option>This week</option>
      <option>This month</option>
      <option>This quarter</option>
      <option>Just exploring</option>
    </select>
  </label>

  <label>What are you trying to fix?
    <textarea name="goals" required></textarea>
  </label>

  <label>Upload a brief or brand file
    <input type="file" name="brief" />
  </label>

  <input type="checkbox" name="botcheck" style="display:none" tabindex="-1" />
  <button type="submit">Request a proposal</button>
</form>

Route leads by budget, service, and urgency

The form is only half the system. Routing decides whether the lead gets answered in minutes or buried in a shared inbox.

• High budget + urgent timeline: notify the sales owner and agency Slack channel.
• Maintenance requests: route to support or operations instead of sales.
• Low budget: send a helpful autoresponder, template offer, or partner referral.
• RFP upload: create a CRM task and assign an owner.
• Existing client: send to account management, not the new-business pipeline.

splitforms can send owner email on every plan and signed webhooks on paid plans. That lets you keep the form simple while routing qualified leads to Slack, Google Sheets, a CRM, or your own webhook handler.

Using one system across client sites

Agencies often manage forms for many client sites. The important part is keeping the data separated. Use one form per client or hidden fields for client ID, site URL, campaign, and service line. Add allowed-domain locking so a copied form cannot submit from an unexpected origin.

On Pro and 3-Year, unlimited forms make this easier: each client can have its own form, routing, notification recipients, and export path.

Common mistakes

• Asking 25 questions before the first conversation.
• Using one generic inbox for every client and service line.
• Letting spam submissions count as leads in reports.
• Forgetting hidden source fields, which makes attribution messy.
• Not storing submissions anywhere except email.

FAQ