Depending on your plan, you can personalize the URL of your forms, as well as bringing your own custom domain.
If you are on the Essentials plan, you cannot customize the URL of your forms. Upgrade to Pro or Agency.
If you have a Pro account, you can personalize the first part of the URL under Configure → Details. For example, the form URL 9rotj04g.paperform.co can be customized to pottery.paperform.co.
If you have an Agency account, you can bring your own domain, as well as customize the URL like on Pro. Forms on custom domains are structured a little differently. For example, if the custom domain was forms.example.com, then pottery.paperform.co would be available on forms.example.com/pottery.
To add a custom domain to your Agency account, the owner or an admin will need to follow the steps to give Paperform access, then reach out to the support team.