Installation
One line of code, and it already knows your business
Formidable is an AI inbound sales agent for B2B websites, and adding it is one line of code. It goes into your site, or into Google Tag Manager as a tag, and it arrives with your details already in it. Your own form stays exactly where it is and looks exactly as it does now. The moment someone submits it, the form gives way to a Formidable conversation in the same spot on the page, carrying across everything they just typed. That is the end of your engineers' involvement. We connect your agent to the form, tell you which form it is on, and check the install.
It is already set up for your business
When you create your account, we go and read your website. What comes back is a picture of your company, the buyer you should be going after, and the questions worth asking a lead to find out whether they are that buyer. Those become your ideal customer profile and your qualification criteria, and they are loaded into your agent before you ever look at it.
How it talks is not part of that. Its sales manner, the way it opens, the way it presses when an answer is vague - all of that is written once by us and shipped identically to every customer, so your agent arrives already knowing how to run a sales conversation. What is written for you is the part only your business can answer: what you sell, who is worth a meeting, and what your leads usually ask.
So the first thing you do is not build. It is read what we got right and correct what we got wrong, in plain words rather than in settings.
What we need from you is not technical either. It is your sales process, and what your own team knows about your product. Those are the two things no amount of reading your website can tell us.
What you can change
Five things are yours to change, and you change them in plain words rather than in settings:
- Your qualification criteria.
- What the agent scores every lead against.
- Your ideal customer profile.
- The kind of buyer you actually want, sharpened against real leads.
- What counts as good and poor.
- Where you draw the line between a lead worth a meeting and one that is not.
- Your lead routing.
- Who a lead goes to once the agent is done with it.
- How the agent looks.
- Your theme and your colours, so it reads as part of your site. Customisable to a degree, not a blank canvas.
What else there is to do before you go live
None of it is technical, and none of it is on your engineers.
Add your meeting link. The agent books into your real calendar, so it needs this before you can test a booking.
Test your agent. Talk to it as though you were one of your own leads.
Go live. Nothing reaches your visitors until you say so.
You can also open your own website with the agent switched on for you alone, and watch it work in your real page before a single visitor sees it.
Nothing changes about your forms
Your forms stay exactly as they are. Formidable appears after a form is submitted, so there is nothing to rebuild in the way leads already reach you.
The look and feel is customisable to a degree rather than a blank canvas: the agent takes your theme and your colours, not an arbitrary design.
How you add it to your site
Sign in and your snippet is waiting, with your ids already in it. There is nothing to edit, nothing to generate and nothing to look up. It goes in one of two places, and you pick which.
<script async src="https://cdn.formidable.work/scripts/formidable.js"
data-client-id="your-id"
data-config-id="your-config-id"></script>In your site's code. Paste it once into your <head>, or just before the closing </body> tag. One snippet covers every page on the site.
In Google Tag Manager. Make a new Custom HTML tag, paste it in, set the trigger to All Pages, and publish. Tag Manager is a proper way in rather than a workaround: the snippet you get for it is written differently so that it works there.
Use the copy button rather than retyping it. A snippet that travels through an email or a document can come back with curly quotes in it, and then it will not load.
Then you tell us which page your form is on. If you are not sure, leave it, we will find it. Mark the step done, and it comes to us.
Our team connects your agent to that form, tells you which form it is attached to, and checks the install. There is nothing for you to verify, no code to test and nothing to debug. This is the one part of setup we deliberately do not leave to you, because it is the part where a small mistake is invisible until a lead falls through it.
Setup takes less than 24 hours end to end, and most of that is our side rather than yours.
The script itself loads after your page rather than in front of it, and it does not touch your layout. If anything on our side is having a bad day, your site behaves exactly as it does today.
Also get to know
You have just read what setting up involves. The pages below cover the rest of it - how the agent talks to your leads, what your team gets back, and the tools we connect.
How we handle lead data - what we keep, for how long, and who processes it - is on the security page.