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Most Typeform accounts get created in 5 minutes and start leaking responses by week two. This walks through the right setup path — plan choice, workspace structure, brand kit, GDPR consent, and the integration baseline that prevents 80% of "the form looks weird" tickets later.
Who this is forFounders and marketers setting up Typeform for lead capture, customer feedback, or onboarding surveys. If you plan to send Typeform to more than 500 people/month, the defaults are wrong for you — read this before launching anything.
What you'll need
Step 1
Free = 10 responses/month. Basic = 100. Plus = 1,000. Business = 10,000. Picking too low is fine; picking too high wastes money. Picking with the wrong feature set forces a migration in 90 days.
Typeform's plan ladder (as of 2026): Free (10 responses/mo, 10 questions/form), Basic ($29/mo, 100 responses, removes branding), Plus ($59/mo, 1K responses, custom subdomain), Business ($99/mo, 10K responses, payments, conversion tracking).
For lead capture on a real funnel, start on Plus minimum. Basic strips the Typeform watermark but cuts off at 100 responses — one viral LinkedIn post will blow through that in a day.
Payments (Stripe collection) are Business-tier and above. If you plan to collect payments in a form, do not start on Plus — you will migrate.
Conditional logic, calculator fields, and "Logic Jump" are available from Basic up. You do not need Business for branching alone.
Rule of thumb: if you will collect more than 500 responses/month or want payments, start on Business. If under 500 and lead-only, Plus is correct.
Step 2
One workspace per team or business unit. Folders per funnel. Naming convention enforced from day one.
In Typeform → Workspaces, rename the default workspace to your company name. Avoid "My workspace" — it creates ambiguity once you invite a second person.
Create folders per funnel: "Lead Capture," "Customer Feedback," "Onboarding," "Internal Forms." Folders are flat in Typeform — no nested subfolders — so plan top-level structure carefully.
Naming convention: `[funnel]-[purpose]-[YYYYMM]`. Example: `leadcap-pricing-page-202605`. Future-you will thank present-you when there are 40 forms in the account.
On Teams/Business plans, invite teammates with role-appropriate access. "Editor" can build forms. "Viewer" can see responses only. Do not default everyone to Owner.
Step 3
Upload logo, set primary and accent colors, pick fonts. Every form inherits these defaults so you stop fixing brand drift one form at a time.
In Settings → Brand Kit (Plus and above), upload your transparent PNG logo at 200x200px or higher. Avoid white-on-white — Typeform backgrounds are light by default.
Set primary color (button + progress bar) and accent color. Use the exact hex codes from your website CSS — eyeballing it leads to "looks almost like our brand" forms that subtly erode trust.
Pick a font from the Typeform library or upload a custom font (Business tier). The default "Source Sans Pro" is safe but generic; matching your site font keeps the experience cohesive.
Save the brand kit. New forms will inherit these defaults automatically. Existing forms must be updated individually — not retroactive.
Step 4
Set workspace-level data retention, GDPR consent defaults, and IP-address recording. Done once at the account level, applied across all forms.
In Settings → Data → Data retention, set how long Typeform stores responses. Default is unlimited. Pick a retention period that matches your privacy policy (1-2 years is common for marketing leads).
Enable "Show GDPR consent question" as a default for any form that collects EU traffic. You can disable per-form for internal use, but defaulting to ON is the safer baseline.
Turn off "Record respondent IP address" unless you have a legal reason to keep it. IP collection is a GDPR liability you usually do not need for marketing forms.
Add your Data Processing Agreement (DPA) signature in Settings → Compliance. This is free and necessary if any EU resident might fill out your form.
Step 5
Authorize HubSpot, Mailchimp, Slack, and Google Sheets once at the account level so any form can use them without re-auth.
Open Settings → Connected apps. Browse the integration directory.
Connect your CRM first (HubSpot, Salesforce, Pipedrive). Authorize with an admin account so future syncs do not break on permission gaps.
Connect your email/marketing tool (Mailchimp, ActiveCampaign, Klaviyo) next. Map default fields (email, first name, source) at the connection level — saves repeating per form.
Connect Slack for response notifications and Google Sheets for backup exports. Both are free integrations and prevent data loss if the CRM sync ever breaks.
Pro tip: avoid connecting via Zapier when a native Typeform integration exists. Native connectors are faster, more reliable, and do not eat into your Zap quota.
Step 6
Build a 3-question test form. Submit a real response. Verify the data lands in your CRM, email tool, and notification channel within 30 seconds.
Build a simple test form (name, email, "How did you hear about us?"). Apply your brand kit. Connect to CRM and Slack.
Submit a response from incognito with a real email you control.
Open your CRM and confirm the lead appeared with the correct fields mapped (email, name, source). Open Slack and confirm the notification fired.
If anything is missing, check field mappings before launching real forms. Fixing mapping after 500 real responses is 20x harder.
Delete the test response from Typeform → Responses and from your CRM to keep analytics clean.
Common mistakes
Starting on Free or Basic for a real lead funnel
What goes wrong: Free caps at 10 responses/month. Basic at 100. You hit the cap during a campaign, responses silently fail, and you lose 200+ leads before noticing. Replacement cost is typically $40-80 per missed lead.
How to avoid: Start on Plus ($59/mo) or Business ($99/mo) if you expect any campaign traffic. The plan upgrade pays for itself with two recovered leads.
No workspace structure — every form in the default folder
What goes wrong: After 6 months you have 30 unsorted forms. Nobody can find the customer-feedback form. Marketing rebuilds an existing form because they could not find it. Estimated drift cost: 8-12 hours/quarter.
How to avoid: Create 4-5 folders by funnel at setup. Enforce naming convention from form #1. Audit monthly for the first quarter.
Setting brand colors per form instead of in brand kit
What goes wrong: Three months in, brand colors drift across 15 forms because each one was tweaked separately. Rebrand requires touching every form by hand. ~$200-400 of avoidable cleanup labor.
How to avoid: Set the brand kit once at the account level. All new forms inherit. Update brand kit when colors change — then plan a single 2-hour pass to re-apply to existing forms.
Skipping GDPR consent and IP-address opt-out
What goes wrong: EU resident files a GDPR complaint. You face a regulatory inquiry plus the cost of legal advice ($1,500+). Reputation cost is harder to quantify.
How to avoid: Default GDPR consent question to ON. Disable IP-address recording. Add your DPA signature in Settings → Compliance.
Using Zapier when native integrations exist
What goes wrong: Zaps fail silently when Typeform changes payload format. You eat 20-100 Zaps/month on something the native HubSpot connector does for free. ~$30-50/month of avoidable Zapier spend.
How to avoid: Audit Settings → Connected apps. Use native integrations for HubSpot, Mailchimp, Salesforce, Pipedrive, Slack, Google Sheets. Reserve Zapier for tools without native support.
Recap
Done — what's next
How to build a Typeform survey that actually gets completed
Read the next tutorial
Hand it off
Setting up Typeform once is a project. Building forms that consistently capture, route, and convert is a job. A vetted conversion-funnel specialist will set up the account, build the first 3-5 forms, connect them to your stack, and own ongoing optimization. From $14-16/hr — most engagements land at $300-800/mo depending on volume.
See specialist rates
Yes, but you lose Business-only features (Stripe payments, conversion tracking, advanced API access). Any forms relying on those features will break silently. Audit before downgrading.
Yes for evaluation. No for production. The 10 responses/month cap will be hit within minutes of any real traffic. Use Free for 1-2 weeks to learn the builder, then upgrade before launching publicly.
On Teams/Business, yes — workspaces are billed per seat per workspace. For most single-brand businesses, one workspace with folder-based structure is enough.
By default, indefinitely. Set a retention period in Settings → Data → Data retention that matches your privacy policy (12-24 months is common for marketing leads).
Not directly — Typeform has no Google Forms importer. Rebuild forms by hand. Most lead-gen forms take 20-30 minutes to rebuild in Typeform's editor.
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