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Customising your quote form's branding and theme

· 4 min

A form that looks like a tacked-on third-party widget gets fewer completions than one that looks like it belongs on your website. Customising the branding is one of the cheapest wins in your form’s design, usually a 10-minute change that makes the form feel native, professional and trustworthy.

What’s worth customising

Not every visual detail matters. The ones that move completion rates:

The most important single change. A customer landing on a form should see your brand mark at the top, not a generic placeholder. If your customer reached the form by clicking from another page on your site, the logo continuity tells their brain “yes, you’re in the right place”.

Use the same logo file you use in your site’s header. Exporting a fresh smaller version often introduces blur. SVG renders cleanest at any size; transparent PNG works fine if SVG isn’t available.

Brand colour (primary)

The colour your Next button, progress bar and selected options use. Match it to the dominant action colour on your site — usually the colour of your other CTA buttons.

A common mistake is choosing a colour that “looks designy” but has poor contrast against the background. The Next button needs to be unmissable. If your brand colour is light or pastel, use a darker shade for the button specifically.

Font

If your site uses a specific typeface (especially a brand-owned one), matching it in the form is worth the effort. The form looking like a different application breaks the illusion of continuity, even when the customer can’t articulate why.

If you can’t match the exact font, defaulting to a clean system sans-serif (the form will pick one automatically) is better than picking the wrong custom font. Mismatched fonts look like an embed; system fonts look like part of the page.

Background colour

For embedded forms, your form’s background should usually match your page’s background (often pure white or near-white). A coloured form on a white page looks like an ad block; a white form on a white page disappears into the page in the right way.

For landing page forms hosted by Quotify, a subtle off-white or branded tint can add character without competing with the form’s content.

What’s not worth customising

  • Every individual element’s colour. Customising input borders, label colours, error states one-by-one is a rabbit hole that rarely pays off. Pick a primary colour and let everything inherit from it.
  • Custom CSS hacks. If the built-in theme controls don’t expose a setting, that usually means it’s deliberately consistent across forms for a reason (usually accessibility). Working around it risks breaking on mobile or in dark mode.
  • Fancy fonts for labels. Display fonts look striking but read poorly in form labels. Stick with a clean sans-serif for labels and let any display fonts appear only in headings.

Earning trust with small details

Branding isn’t just visual identity. It’s the signal that says “real business, real human, real promise”. A few details that compound:

  • Show your logo at the top, not just in the page header. Even embedded, having the form carry your mark feels more polished.
  • Use your business name in the form’s title. “Quote from [Business Name]” reads better than “Quote form”.
  • Add a one-line tagline above the first question. “Get an instant estimate in under 2 minutes” or similar. Sets expectations and reduces drop-off.
  • Keep the submit button copy specific. “Get my quote” beats “Submit”. “Send my brief” beats “Submit”. Specific verbs outperform generic ones in every form benchmark we’ve seen.

Free vs Pro branding

On the free plan, forms display a small “Powered by Quotify” badge at the bottom. It’s deliberately subtle, but if you’d rather remove it (most paying customers do, eventually), upgrading to a paid plan removes it automatically, no settings to change. See removing the Quotify branding for the full picture.

A 10-minute branding checklist

  1. Upload your logo (SVG or transparent PNG)
  2. Set your primary colour to your main CTA colour
  3. Match your font to your website’s font (or accept the default)
  4. Set the background to match your embed surface
  5. Customise the submit button copy
  6. Preview on mobile, most forms get filled out on a phone

That’s the 80/20. Anything beyond that is polish, not impact.