# Surface Guides



Learn how to capture, enrich, score, and route qualified leads with Surface. These guides walk through the full lead operations workflow—from getting your first form live to setting up enrichment, tracking, and CRM integration.

## Get Started [#get-started]

<CardGroup cols="2">
  <Card title="Create Your First Form" icon="pen-to-square" href="/guides/first-form">
    Build and publish your first Surface form in minutes
  </Card>

  <Card title="Install the Surface Tag" icon="code" href="/docs/surface-tag/installation">
    Add the Surface Tag to your website to enable tracking and forms
  </Card>
</CardGroup>

## Embed Forms [#embed-forms]

Choose your website builder or framework and add Surface Forms to your site.

<CardGroup cols="2">
  <Card title="Website Editors & Frameworks" icon="globe" href="/guides/embedding/website-editors">
    Embed guides for Framer, Webflow, WordPress, React, Next.js, Unbounce, and custom HTML
  </Card>

  <Card title="Embedding Options" icon="window-restore" href="/docs/form-embedding/inline">
    Inline, popup, slideover, widget, input field, and direct link embedding modes
  </Card>
</CardGroup>

## HubSpot Integration [#hubspot-integration]

Connect Surface to HubSpot to sync partial responses, track user journeys, and run sequences.

<CardGroup cols="2">
  <Card title="HubSpot Forms Integration" icon="hubspot" href="/guides/hubspot-forms/overview">
    One-click setup or custom field mapping for HubSpot forms
  </Card>

  <Card title="Send Data to HubSpot" icon="arrow-right-to-bracket" href="/guides/send-data-to-hubspot">
    Configure workflows to send form submissions to HubSpot
  </Card>

  <Card title="HubSpot Email Sequences" icon="envelope" href="/guides/email-sequences-hubspot/overview">
    Trigger HubSpot sequences from Surface form submissions
  </Card>

  <Card title="HubSpot Workflows" icon="diagram-project" href="/docs/workflows/hubspot">
    Full HubSpot workflow integration documentation
  </Card>
</CardGroup>

## Tracking & Ads [#tracking--ads]

Track form events and connect to your analytics and advertising platforms.

<CardGroup cols="2">
  <Card title="Google Tag Manager" icon="google" href="/docs/events/google-tag-manager">
    Send Surface form events to Google Tag Manager
  </Card>

  <Card title="Google Analytics" icon="chart-line" href="/docs/events/google-analytics-tracking">
    Track form submissions and conversions in GA4
  </Card>

  <Card title="Google Ads" icon="ad" href="/docs/events/google-ads-tracking">
    Send conversion events to Google Ads for optimization
  </Card>

  <Card title="Meta Ads" icon="meta" href="/docs/events/meta-ads-tracking">
    Track Facebook and Instagram ad conversions
  </Card>
</CardGroup>

## Workflows & Integrations [#workflows--integrations]

Send form data to your CRM, enrichment tools, and automation platforms.

<CardGroup cols="2">
  <Card title="Slack Notifications" icon="slack" href="/docs/workflows/slack">
    Get instant Slack alerts when qualified leads submit your forms
  </Card>

  <Card title="Salesforce" icon="salesforce" href="/docs/workflows/salesforce">
    Automatically create leads and contacts in Salesforce
  </Card>

  <Card title="Zapier" icon="bolt" href="/docs/workflows/zapier">
    Connect Surface to 6,000+ apps via Zapier
  </Card>

  <Card title="Clay" icon="database" href="/guides/send-data-to-clay">
    Enrich leads with Clay's waterfall enrichment
  </Card>

  <Card title="Airtable" icon="table" href="/guides/send-data-to-airtable">
    Send form submissions to Airtable bases
  </Card>

  <Card title="Custom Webhooks" icon="webhook" href="/guides/send-data-to-surface">
    Send data to any API or external system with webhooks
  </Card>

  <Card title="Customer.io Email Sequences" icon="envelope" href="/guides/email-sequences-customerio-calendly/overview">
    Trigger Customer.io sequences with automatic exit on meeting booking
  </Card>
</CardGroup>

## Form Logic & Quality [#form-logic--quality]

Build intelligent forms with conditional routing, API-based logic, and bot protection.

<CardGroup cols="2">
  <Card title="Conditional Logic" icon="route" href="/docs/platform/form-builder/conditional-logic">
    Create branching flows based on user responses
  </Card>

  <Card title="API-Based Form Logic" icon="code-branch" href="/guides/control-form-logic-based-on-api">
    Control form routing dynamically using external API responses
  </Card>

  <Card title="Cloudflare Turnstile" icon="shield-check" href="/guides/enable-cloudflare-turnstile">
    Add bot protection to your forms with Turnstile
  </Card>
</CardGroup>

## Platform Features [#platform-features]

<CardGroup cols="2">
  <Card title="Leads Table" icon="users" href="/docs/platform/leads-table">
    Manage and filter captured leads in the Surface dashboard
  </Card>

  <Card title="Form Analytics" icon="chart-mixed" href="/docs/platform/form-analytics">
    Track conversion rates, drop-off points, and form performance
  </Card>

  <Card title="Form Builder" icon="hammer" href="/docs/platform/form-builder/form-builder">
    Complete form builder documentation
  </Card>

  <Card title="MCP Server for Claude" icon="robot" href="/docs/mcp-server/overview">
    Control Surface from Claude Desktop and Cursor
  </Card>
</CardGroup>

## Coming Soon [#coming-soon]

Surface is building the complete lead operations platform. These features are in development:

* **Native Scheduler** — Book meetings directly from forms without Calendly
* **ICP Scoring** — Automatically score and prioritize leads based on ideal customer profile fit
* **Website De-anonymization** — Identify companies from anonymous website visitors (currently in [early access](/docs/website-visitor-deanonymization/overview))
* **Enrichment Waterfall** — Auto-enrich leads through multiple data providers with fallback logic
* **Smart Routing** — Route leads to the right sales rep based on territory, industry, and qualification
* **CRM Autofill** — Pre-populate form fields from CRM data for known visitors
* **Traffic Intelligence** — Track AI referrers and search engine attribution for every lead
* **Partial Response Recovery** — Automatic email follow-up for incomplete form submissions
* **Agentic CMS** — AI-powered content management and optimization

<Note>
  Need help getting started? All Surface Forms require the [Surface Tag](/docs/surface-tag/installation) to be installed first. Check out our [first form guide](/guides/first-form) to get up and running.
</Note>