Lead Capture Forms: 10 Tips and Best Practices to Convert More

Even if your business offers great products or services and has a well-designed website, that alone isn’t enough to grow your customer base. Your growth depends on connecting with people interested in your company and converting this group from prospects into customers.

One key way to do this is by having a strong lead collection and management process, which helps you gather information about potential customers and encourages them to move through the customer journey.

Using a lead capture form is the first step in this process, and getting this part right is key for lead generation and conversion. Without it, your business has no way of knowing who’s even interested, let alone a way to get in touch with them. To get high-quality leads, it’s important to understand the basics of lead capture forms and follow best practices when creating yours.

What is a Lead Capture Form?

Companies use lead capture forms to collect information from website visitors, such as their names, email addresses, phone numbers, professions, or zip codes. These forms are adaptable and can appear as pop-ups on any existing website page or have their page. Some businesses even use their ‘Contact Us’ page as a lead capture page.

By offering up their information, leads receive something valuable from your company in return— such as access to your subscriber-only newsletter or a discount on their next purchase. This method is a win-win for your business and your potential customers, as you’re each getting something valuable out of the process.

These forms are the important first step in your sales pipeline. Getting lead information helps you target the right prospects and personalize your communications for better engagement and ultimately, more sales.

10 Best Practices to Create Lead Capture Forms

Any business can easily build their own lead capture forms. Here are some best practices to follow:

Choose the Right Position on Your Landing Page

While you can place your lead capture form anywhere on your page, it’s best to put it above the fold, so visitors can see it without scrolling. Common places to position forms include along the side of your page, so visitors can still read content, or in the corner using a chatbot as your form (which keeps it visible as customers scroll).

Use Lead Form Templates

Take the guesswork out of designing your form by choosing a pre-built template. Many lead generation tools let you select and customize forms.

Determine the Right Length for Your Lead-Capture Form

Short lead-capture forms are easier to fill out and can generate leads easier than longer forms. But, leads generated from longer forms may be more qualified, since they have greater purchasing intent. Finding balance between the two is key.

Choose Relevant Form Fields

Use form fields to help qualify your leads by asking relevant questions beyond their name and email. For instance, HVAC businesses may ask the model year of their heating or air conditioning unit, while a car wash company might ask for zip codes to target prospects closest to their location.

Include Your Privacy Policy

Contact forms that collect personally identifiable information are legally required to include a privacy policy. Always include one to avoid facing penalties.

Change the Text in Your Submission Button

In tests, the word ‘submit’ on a form’s submission button doesn’t produce as many conversions as other options. Changing your form’s default text to ‘go’ or ‘get my discount’ can get you better results.

A/B Test Your Lead-Capture Form

Test out different calls-to-action or form designs through A/B testing (one component at a time) to see what your audience is responding to best.

Optimize Forms for Mobile-Friendliness

Most people use their smartphone to browse the web, so having a mobile-friendly lead capture form is a necessity.

Automatically Email Visitors After They Submit Your Form

Once visitors hand over their information, they expect a response right away. Some lead generation software applications automatically do this for you.

Connect Lead Capture Forms to Your CRM

Consider using a lead capture tool that integrates with your customer relationship management (CRM) software or email marketing platform to get the most out of your customer data.

How To Create a Lead Capture Form

Now that you understand the best practices to follow, you can start building your own lead capture form with this step-by-step guide:

Start With Your Goals and Key Fields

Do you want leads to schedule a spa appointment or book a demo? Or, maybe you want them to subscribe to your email list. Once you understand your objective, you’ll know the key information you need to collect.

Creating Your Offer

People are willing to exchange their information when they receive value in return. Developing a valuable offer, like a free consultation or a discount, encourages visitors to fill out the form.

Choose Your Lead Capture Page Templates

Numerous lead generation tools offer templates so you’re not starting from scratch. Select a template based on your goals so it has all the fields you need.

The Power Of Your Headline

Your form’s headline is the first thing visitors see. Keep it short and to the point, connecting with your target customer’s pain points and showcasing your solutions.

Use Compelling Copywriting

Your form needs to show the offer’s value through short and direct benefits-based copy. Consider emphasizing key points in bold font.

Add Images and Graphics

We’ve all heard the phrase “a picture’s worth a thousand words”, and using graphics in your form can help explain your points without lengthy copy. Plus, they’re great for capturing attention.

Use a Clear CTA

Your lead capture form must have a call-to-action (CTA) that tells them what action you want them to take. Keep your CTA simple and concise for best results.

Format Your Text, Images & Videos

Properly formatting your form’s text and graphics ensures a better user experience. The last thing you want is a form that loads slow or is hard to fill out. Remember to format for both desktop and mobile use.

Add Your Privacy Policy

To stay compliant with privacy laws, you need to include your privacy policy in your lead capture form. Your policy needs to share how you plan to use and manage customer information.

Set Up Your Custom Domain

Giving your lead capture form its own domain makes it easier to direct paid and organic traffic to it. For instance, an RV dealership’s lead form domain might be ‘testdrive.rvdealer.com’.

Increase Conversions with Podium

Podium helps you connect with customers faster, and on their schedule, through text. Our AI Employee instantly responds to lead forms, sending a text to kickoff a conversation within 30 seconds. See how connecting your website contact form with Podium can raise lead engagement and boost conversions.

Watch a demo of Podium today to learn more.