Free
$0forever
1 published form · 100 submissions / month · Fit checks on every submission · 10 AI briefs / month
Fit explanations and basic feedback
Join the betaThe form builder for sales and marketing teams
Your best form hasn’t been built yet.
Tell Formwink who your ideal customer is. Forms that ask the right questions, hand sales a brief and a fit read on every inquiry, and show what converts.
For small and mid-size businesses. No engineering needed. Free during the beta.
Loomwork · an AI and automation studioSample
Who you want
Growing teams with a repeatable workflow to automate.
What your form asks
“What would you like to take off your team’s plate?”
Then follow-ups that fit the answer.
What it learns
Which inquiries your team marks as good fits, and what they had in common.
Inside the product · 30-second tour
See how Formwink understands your business and builds a smarter form.
One form, four stages
Sample data · Loomwork, an AI and automation studio
Start with your customer. Not a blank canvas.
Loomwork’s website becomes an editable business profile. Everything suggested from the site is labeled, and nothing counts until you review it.
ServicesNeeds your review
Customer onboarding, support triage, internal handoffs
Typical buyersNeeds your review
Growing businesses with operations or customer-success teams
ApproachNeeds your review
Connects existing tools; adds AI where useful
Ask questions with a reason.
Each recommended question explains itself. Branches are approved paths, not improvisation.
What would you like to take off your team’s plate?Required
Why this question? Opens on the problem, not on a service list. The answer picks the branch.
Which tools are involved?Required
Why this question? Compared with the tools Loomwork has approved for delivery.
How often does this happen?Required
Why this question? Repeatability is what makes an automation worth building.
Do you have a budget in mind?Optional
Why this question? “Help scoping a first project” is a fine answer. Budget isn’t the qualification story.
Recognize the right inquiries.
Facts, reasons, and what is still unknown. Every scenario below is sample data.
Maya Chen · Harbor AnalyticsSample data
What they said
Onboarding handoff across HubSpot → Notion → Slack, about 60 new customers a month.
Predicted, then reviewed
Strong service fit → Qualified
Budget and access still to clarify. Service fit is not commercial qualification.
Sam Okafor · Fieldstone AdvisorsSample data
What they said
“Too much manual work, but we don’t know where to start.”
Predicted, then reviewed
Needs clarification → Not reviewed
An unclear request is not an unqualified customer. One useful follow-up.
Devin Park · Park & CoSample data
What they said
Wants a standalone consumer mobile app.
Predicted, then reviewed
Outside current services → Not qualified
Kept for human review rather than discarded.
Jonas Weber · Weber LogisticsSample data
What they said
“Internal handoffs” that is really a dispatch-system rebuild.
Predicted, then reviewed
Strong service fit → Corrected: Not qualified
The owner corrected the prediction with one tap. That correction is what the learning uses.
Learn what turns into business.
Your reviews and recorded outcomes feed one suggestion you can review, compare, and test. Changes need approval and can be reversed.
200
saw the form
50
submitted
15%
qualified conversion (30 ÷ 200)
ICP-informed suggestion · not tested
“Not sure yet” doesn’t necessarily mean a poor fit.
In this sample, 9 of the 50 submissions chose “Not sure yet.” The team reviewed 4 of those 9 as qualified after a call.
Start with your customer. Not a blank canvas.
Paste your website or describe your business. Formwink drafts a business profile and an ideal-customer summary. Website-derived suggestions are marked as suggestions until you review them, so the profile is yours, not a guess.
Ideal customer · Loomwork
Growing businesses with a repeatable onboarding, support, or handoff workflow, running on tools Loomwork already delivers with. Budget is a scoping question, not a gate.
- Customer-provided · confirmed
- Website suggestion · needs review
- Unknown · allowed
Ask questions with a reason.
The first question asks what to take off the team’s plate. Approved branches follow: onboarding, support, or handoffs each get their own follow-ups, and “Not sure yet” gets a clarifying question instead of a dead end. Every recommendation says why.
Which tools are involved?
Why this question? Compared with the tools Loomwork has approved for delivery.
Do you have a budget in mind?
Why optional? “Help scoping a first project” is a fine answer. Budget isn’t the qualification story.
Ordering: initial hypothesis · Profile v1
See the AI form builder →
Recognize the right inquiries.
Every inquiry gets a brief and a fit assessment against your services and capabilities: what matched, what didn’t, and what is still unknown. Service fit is kept separate from commercial qualification. You define a good lead. Formwink helps you recognize one. Nothing is rejected automatically.
Strong service fit
Onboarding workflow · known tools · recurring · budget still to scope
Outside current services
Standalone consumer app · kept for human review, not deleted
Needs clarification
“Too much manual work, not sure where to start” · one useful follow-up
Built for the inquiries that turn into business.
Not every form is a sales channel. These are — each starting from the problem the person is trying to solve, not from a service menu.
Solutions · For your workflow
Client intake form
Structure the first conversation so the right clients get a fast, informed reply.
Solutions · For your workflow
Project inquiry form
Ask about the problem first, branch on the answer, and know which projects fit before the call.
Solutions · For your workflow
Website project brief
Get a brief complete enough to scope without a discovery call.
Learn what turns into business.
Form behavior, your reviewed lead quality, and outcomes you record feed into recommendations with their evidence attached. Review the recommendation, compare versions side by side, and set up a test that measures qualified inquiries per visitor.
Form behaviorReviewed qualityRecorded outcomes
“Not sure yet” doesn’t necessarily mean a poor fit.
4 of 9 unclear-scope inquiries were later reviewed qualified. A suggestion, not yet a result.
Version ANot sure yet → free text
Version BNot sure yet → “most manual effort?”
Improve with evidence. Stay in control.
An observation is not a result. Formwink keeps the two apart, shows when there isn’t enough data yet, and never changes a published form on its own. Every change is a version you approve and can reverse.
ICP-informed suggestion
Add a clarifying question for “Not sure yet.” Informed by your profile and 4 of 9 reviews, not yet a learned pattern.
Tested improvement
None yet. A test compares versions on the same metric with the same criteria before anything is called better.
Insufficient data
New forms show “Still learning” with the next useful action instead of a made-up recommendation.
Simulated test setup: No experiment results yet. A suggestion is never shown as a result. Last 90 days · Form v1 · Profile v1 · Sample data.
Email · Slack · Sheets · HubSpot · Webhooks
The useful version, where your team already works.
A readable brief with the fit assessment goes to your team. The respondent gets a plain confirmation. Internal assessments never reach prospects.
#inquiries · LoomworkPreview
formwink APP · 09:14
New inquiry: automate customer onboarding · Maya Chen, Harbor Analytics
Harbor Analytics wants to connect HubSpot → Notion → Slack and reduce manual handoffs. About 60 new customers a month.
Strong service fit · ✓ Onboarding · ✓ Known tools · ✓ Recurring · ? Budget and access
Good fitNot a fitNot sure
Connects to the tools you already use.
Method, direction and availability are three separate facts, shown separately on every connector.
Integrations
Slack
A structured brief in your channel, with one-tap feedback.
- Native
- Design preview
Integrations
HubSpot
Send inquiries to HubSpot. Bring their outcomes back.
- Native
- Private beta
Integrations
Google Sheets
Every inquiry, organized in your spreadsheet.
- Native
- Design preview
Integrations
Webhooks + outcome API
Events out. Authenticated outcomes in.
- Native
- Design preview
Integrations
Webflow
Add Formwink to Webflow with an embed.
- Embed guide
- Design preview
Integrations
Clay
Run an inquiry through your Clay table, and read the result on the brief.
- Via webhook
- Planned
Integrations
People Data Labs
Company context on a brief, from the work email they already gave you.
- Native
- Planned
Templates with a goal attached
All templates →Two plans. Both start with your ideal customer.
Pro
$19/ month
10 published forms · 1,000 submissions / month · Fit checks on every submission · 100 AI briefs / month
Conversion insights and reviewable form recommendations
Join the betaPlanned launch pricing. Formwink is in beta; paid plans are not yet available and terms may change.
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Questions people ask
Short answers. Ask us anything else when you join the beta.
Does Formwink change my form on its own?
No. Recommendations wait for your review. A change becomes a new version only when you approve it, and any version can be rolled back as another version.
What does “learning” actually use?
Your ideal customer profile, form behavior on your own forms, your reviewed qualification labels, and outcomes you record or connect. Learning is specific to your workspace.
Does the AI decide who is a good lead?
It explains how an inquiry matches criteria you set and flags what is unknown. You confirm or correct it. No inquiry is rejected automatically.
Do I need a CRM or Slack?
No. Email delivery and manual outcome entry are enough to start. Slack, webhooks, and CRM connections are optional.
Will my form get more submissions?
That is not what we promise. Formwink helps you measure reviewed qualified inquiries per visitor and test changes against that. Results depend on your traffic, offer, and review habits.
What happens to respondent data?
It stays in your workspace. Internal fit assessments are never sent to respondents. We do not train shared models on your submissions.
Give your forms something to learn from.
Formwink is in beta. Everyone who applies gets an invite — fit only orders who we talk to first.
Reviewed · Separated · Labelled · Measured