3 Lead-Qualifying Forms That Convert

A contact form asks one question: 'what's your info?' A lead-qualifying form asks a second, quieter question underneath every field: 'how ready is this person, and what should happen to them next?' That second question is the entire point of this guide.

I build these for service businesses, agencies, and event organizers, and the pattern is always the same. A short form up front, a handful of sharp multiple-choice questions instead of one open text box, a score calculated behind the scenes, and a different next step depending on where that score lands. Nobody sees the scoring. They just experience a form that feels quick and relevant, and you get a lead that arrives already sorted into hot, warm, or cold.

Below are three complete builds: a service business intake form, an agency or consulting fit-check, and an event or webinar registration form. Every question is written out in full. Copy the questions, copy the logic, copy the scoring rules, and adjust the specific numbers and options to match your business.

Why a lead-qualifying form beats a basic contact form

A basic contact form treats every submission as equal. It isn't. The person who fills it out at 11pm with a one-line message 'how much do you charge' is not the same lead as the person who fills out five fields describing their exact project, timeline, and budget. Your form should tell the two apart before you ever pick up the phone.

• Fewer wasted calls. You stop spending 20 minutes on discovery calls with people who were never going to buy.
• Faster response to the leads that matter. A hot lead can trigger an instant notification and same-day call. A cold one can go straight into a nurture sequence with nobody's time spent on it.
• Better data, faster. Multiple choice and scale questions take 10-20 seconds each to answer. A single open 'tell us about your project' box takes 3 minutes to write and half of people abandon it.
• The form does the qualifying, not you. The scoring runs the moment someone hits submit. You're not manually reading every entry and deciding who's worth a callback.

The anatomy of a lead-qualifying form

Every build in this guide follows the same four-part structure. Once you see it, you can build a qualifying form for almost any business in an afternoon.

1. Qualifying questions, 3 to 5 multiple choice or scale questions that reveal fit, urgency, and budget without ever asking those words directly.
2. Logic jumps, branches that skip irrelevant questions or route obviously wrong-fit leads to a different ending screen entirely, instead of wasting their time on a form they were never going to finish.
3. Scoring, a point value assigned to each answer choice, totaled behind the scenes using Typeform's Calculator logic, stored as a hidden field on the submission.
4. Routing, what happens after submit. Different ending screens, different automation triggers, different follow-up depending on the score band the person landed in.

The forms below use Typeform's native Logic and Calculator features. Logic lets you skip, branch, or redirect based on an answer. Calculator lets you assign a point value to each answer choice and add those points into a running score, which you can then use to trigger a logic jump to a specific ending screen or pass along as a hidden field to whatever you connect the form to afterward. Both live under the Logic tab in the form builder. Menu labels and exact plan requirements shift over time, so if a setting isn't where this guide describes it, search Typeform's own help docs for 'Calculator' and 'Logic jump', the concepts haven't changed even when the UI has.

Build 1: Service business intake form

This is built for home service and field service businesses: plumbers, HVAC, cleaning companies, contractors, landscapers, anyone who quotes jobs. The goal is to separate real, fundable jobs from tire-kicker requests before anyone picks up the phone.

The questions, in order

Screen 1 (Statement / Welcome)
Headline: Let's see if we're the right fit for your project
Subtext: 4 quick questions, then we'll grab your info. Takes about 60 seconds.
Button: Start

Question 1 (Multiple Choice, single select)
"What do you need help with?"
- Repair (something's broken)
- Installation (something new)
- Maintenance or inspection
- Emergency, I need someone today
- Not sure yet, just exploring options

Question 2 (Multiple Choice, single select)
"How soon do you need this done?"
- As soon as possible
- Within the next week
- Within the next month
- I'm just researching for now

Question 3 (Multiple Choice, single select)
"What's your rough budget for this project?"
- Under $500
- $500 to $2,000
- $2,000 to $10,000
- $10,000+
- I'm not sure yet

Question 4 (Short Text)
"What's the address or zip code for the job?"

Question 5 (Opinion Scale, 1-5)
"On a scale of 1-5, how urgent is this?"
1 = Not urgent at all -- 5 = Extremely urgent

Question 6 (Contact Info block: Full Name, Phone Number, Email)
"Great, last step. Where should we send your quote or call you?"

Question 7 (Legal / consent checkbox)
"I agree to be contacted by phone, text, or email about this request."

Ending Screen A (Hot lead)
Headline: You're booked in
Subtext: Someone from our team will call you within the hour. If it's urgent, you can also call us directly at [PHONE NUMBER].

Ending Screen B (Warm lead)
Headline: Got it, thanks
Subtext: We'll be in touch within 1 business day with next steps and a rough quote range.

Ending Screen C (Cold / out of area)
Headline: Thanks for reaching out
Subtext: We don't currently service that area, but here's a resource that might help: [REFERRAL LINK OR RESOURCE]

Logic jumps

• Q1 = 'Emergency, I need someone today' jumps straight past Q3 (budget) to Q4 (address). Nobody in an active emergency wants to stop and think about budget tiers, and you don't need that answer to prioritize the call.
• Q4 (zip code) not in your service area jumps to Ending Screen C immediately, skipping the contact info block entirely. Use a 'contains' or 'is one of' condition against your list of serviceable zip codes if you cover a defined region, or a text-match rule against the city names you serve.
• Q1 = 'Not sure yet, just exploring options' AND Q3 = 'Under $500' jumps to Ending Screen C with a softer message. This combination is almost always someone doing early research, not someone ready to book. Don't burn a live callback on it, route them to a resource instead.

Scoring rules

Maximum possible score is 90. Score bands: Hot = 55+, Warm = 30-54, Cold = under 30. Set these as a logic jump on the total score after Q7, routing to Ending Screen A, B, or C accordingly, and pass the score itself through as a hidden field so your CRM or spreadsheet can sort on it later.

Build 2: Agency or consulting fit-check form

This one is for agencies, consultants, and any service-based business selling a recurring engagement rather than a one-time job. The goal shifts from 'is this an urgent job' to 'can this person actually say yes to a $500-plus monthly engagement, and are they the one who decides.'

The questions, in order

Screen 1 (Statement / Welcome)
Headline: Let's see if we're a fit
Subtext: A few quick questions so we can prep for our call, or point you somewhere better if we're not the right match. Takes 2 minutes.
Button: Let's go

Question 1 (Short Text)
"What's the name of your business?"

Question 2 (Multiple Choice, single select)
"What best describes your business right now?"
- Just getting started (under 1 year)
- Established, steady but not growing fast
- Growing, need help keeping up
- Established and scaling, looking to systemize

Question 3 (Multiple Choice, single select)
"Are you currently using any AI tools or automation in your business?"
- No, not yet
- A little, but nothing consistent
- Yes, we use a few tools regularly
- Yes, we have a real system in place already

Question 4 (Multiple Choice, single select)
"Who makes the final decision on hiring outside help like this?"
- Me, I decide
- Me and one other partner or co-owner
- I need to bring this to a boss or team
- Not sure yet

Question 5 (Multiple Choice, single select)
"What's your monthly budget range for this kind of help?"
- Under $500/month
- $500-$1,500/month
- $1,500-$5,000/month
- $5,000+/month
- I'd rather discuss this on a call

Question 6 (Multiple Choice, single select)
"How soon are you hoping to get started?"
- Immediately, I'm ready now
- Within the next month
- Within the next quarter
- Just researching for now

Question 7 (Long Text)
"What's the single biggest thing slowing your business down right now?"

Question 8 (Contact Info block: Full Name, Email, Phone Number)
"Last step. Where should we send your call link?"

Ending Screen A (Hot lead, qualified)
Headline: You're a strong fit
Subtext: Grab a time on our calendar below and come with your biggest question. [CALENDAR LINK]

Ending Screen B (Warm lead, needs a nurture step)
Headline: Thanks, we'll follow up
Subtext: We'll send over a short resource this week and check back in about timing.

Ending Screen C (Not a fit right now)
Headline: Thanks for your interest
Subtext: Based on your answers, now might not be the right time for this kind of engagement. Here's a free resource to get you started on your own: [LEAD MAGNET LINK]

Logic jumps

• Q5 = 'Under $500/month' jumps directly to Ending Screen C after Q7, skipping the calendar-link screen. Nearly every real agency or consulting engagement starts above that number, and a form that pretends otherwise wastes both people's time.
• Q4 = 'I need to bring this to a boss or team' does not disqualify, but adds a branch: after Q8, show an extra Statement screen that says 'We'll also send a one-page summary you can forward internally,' which sets the expectation that this is a multi-step decision rather than a single call closing the deal.
• Q6 = 'Just researching for now' routes to Ending Screen B regardless of budget score, since even a well-funded prospect who isn't ready to move yet needs nurturing, not a same-day call.

Scoring rules

Maximum possible score is 90. Score bands: Hot = 60+, Warm = 35-59, Cold = under 35. This form leans heavier on budget and decision-making authority than the service business form, because the cost of a bad discovery call with a non-decision-maker is much higher when the engagement is a monthly retainer, not a single job.

Build 3: Event and webinar registration form

Registration forms usually collect name, email, and nothing else, which means you find out who actually showed up ready to buy only after the event, when it's too late to prioritize your follow-up. This build sorts attendees before they even get their confirmation email.

The questions, in order

Screen 1 (Statement / Welcome)
Headline: Save your seat for [EVENT NAME]
Subtext: Register below. Takes under a minute, and we'll send your confirmation and reminders automatically.
Button: Register me

Question 1 (Contact Info block: Full Name, Email)
"Where should we send your confirmation and reminder emails?"

Question 2 (Multiple Choice, single select)
"What's your role?"
- Owner or founder
- Manager or team lead
- Individual contributor
- Student or exploring a career change
- Other

Question 3 (Multiple Choice, single select)
"What's your biggest challenge related to [TOPIC]?"
- [Challenge option specific to your topic, e.g. "I don't know where to start"]
- [Challenge option, e.g. "I've tried it but haven't seen results"]
- [Challenge option, e.g. "I have a system but want to improve it"]
- [Challenge option, e.g. "I'm here to learn for someone else's business"]

Question 4 (Multiple Choice, single select)
"After this session, what are you hoping happens next?"
- I want to implement this myself
- I want to hire someone to do this for me
- I'm just here to learn, no immediate plans
- Not sure yet

Question 5 (Phone Number, optional)
"Want a text reminder 30 minutes before we go live? (optional)"

Question 6 (Multiple Choice, single select)
"How did you hear about this?"
- Social media
- Email
- A friend or colleague
- Search / found it myself
- Other

Ending Screen (single, same for everyone)
Headline: You're registered
Subtext: Check your email for your confirmation and calendar invite. We'll send a reminder the day before and 30 minutes out. See you there.

Logic jumps

• Q1 email domain matches your own team's domain jumps straight to the Ending Screen, skipping Q2-Q6. Internal registrations (your own staff testing the link, colleagues, etc.) don't need to be scored as leads.
• Q4 = 'I want to hire someone to do this for me' triggers a hidden field flag (not a visible branch) that your automation can use to add these registrants to a separate follow-up track after the event, since 'ready to hire' is the single strongest buying signal on this whole form.
• There's no reason to hide the ending screen behind a score band here. Everyone who registers should see the same confirmation. The scoring exists entirely for what happens after the event, not what the registrant sees.

Scoring rules

Maximum possible score is 65. Score bands: Hot = 40+, Warm = 20-39, Cold = under 20. This one weights role and stated intent heavily, since a founder who says 'I want to hire someone for this' is a sales conversation waiting to happen, while a student who's just here to learn is exactly that, and treating them like a sales lead will only annoy them.

Setting up scoring and logic jumps in Typeform

The same setup process applies to all three builds above. Here's the sequence, start to finish.

1. Build every question first, unscored. Get the full question set into the form in the right order before touching any logic. It's much easier to reason about scoring once you can see the whole flow.
2. Open the Logic tab and turn on Calculator. This adds a scoring layer on top of your existing questions without changing how they look to the person filling out the form.
3. Assign point values to each answer choice. Click into each multiple choice question and set the point value per option, using the tables above as your starting point.
4. For scale questions, set a multiplier. An opinion scale question (like the 1-5 urgency scale in Build 1) can have each point on the scale worth a set number of calculator points, so a 5 out of 5 answer is worth more than a 1.
5. Add a logic jump on the final question based on total score. Set conditions like 'if score is greater than or equal to 55, jump to Ending Screen A' and stack the rules for each band, in order from highest score to lowest.
6. Create a hidden field for the score. This lets you pass the numeric score itself, not just which ending screen someone landed on, into whatever you connect the form to. That number is what lets you sort and filter leads later even outside of Typeform.
7. Connect the form to your CRM or spreadsheet. Use Typeform's native integrations or a Zapier/Make connection to send each submission, along with its score and score band, into wherever your team actually works.
8. Test every branch before publishing. Submit the form once per intended score band, hot, warm, and cold, and confirm each one lands on the right ending screen and triggers the right automation. A form with a logic jump you never tested is a form that's silently broken for some slice of your leads.

What to do with each score band

Scoring a lead is worthless if nothing actually changes based on the score. This is the part most people skip, they build the clever form, then treat every submission the same way anyway. Here's the playbook for each band.

Hot leads

• Trigger an instant notification to whoever owns follow-up, text or Slack, not just an email that sits in an inbox.
• Send them straight to a calendar booking link in the ending screen or the confirmation email. Don't make a hot lead wait for a human to reach out first.
• Set an internal response-time target and hold to it. Same-day contact for hot leads is the single highest-leverage habit in this whole system.

Warm leads

• Add them to a short nurture sequence, 3-5 emails over 1-2 weeks, that answers the objections a warm-but-not-ready lead usually has.
• Follow up personally within 1-2 business days rather than same-day. Warm leads convert on a slightly longer timeline, and rushing them can read as pushy.
• Re-score them if they take a second action, like opening a follow-up email or booking a call later. A warm lead that takes another step should move to hot, not stay parked in warm forever.

Cold leads

• Route them to a resource, not a person. A lead magnet, a blog post, a free guide, something that keeps them in your world without spending a human's time.
• Add them to a general newsletter list rather than a sales sequence. Cold leads that get sold to too hard unsubscribe. Cold leads that get useful content sometimes come back warm months later.
• Don't delete them. A cold lead today is sometimes a hot lead in six months once their timeline or budget changes. The form data tells you why they were cold, which is useful context if they come back.

Common mistakes that quietly kill conversion

• Too many questions before the contact info block. Five to seven questions is the ceiling for most forms. Every question past that costs you completions, especially on mobile.
• Open text where multiple choice would work. An open 'tell us about your project' box takes real effort to answer and can't be scored automatically. Multiple choice takes 5 seconds and gives you clean, structured data.
• Asking for budget too bluntly, too early, or not at all. Skipping the budget question entirely means you're flying blind on fit. Asking it as question one, before any rapport, spikes abandonment. Put it in the middle of the flow, after a question or two that shows you're trying to understand their situation first.
• No logic jumps at all. A form where every single person, regardless of answers, sees the exact same seven questions and the exact same ending screen is a missed opportunity. The moment someone's answers make them clearly a bad fit, stop asking them more questions and get them off the form.
• Scoring set up once and never revisited. Point values are a hypothesis, not a law. If your 'hot' leads keep turning out to be duds, or your 'cold' leads keep converting anyway, the weights are wrong. Check your close rate by score band every quarter and adjust the numbers.