How to Generate More Leads with Better Lead Capture Forms

Want to generate more leads? Want to improve your lead generation? Watch for tips and best practices for lead capture forms so you have a better chance of growing your email list.

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What is a lead capture form?

A lead capture form is a form that asks website visitors to share their information and express interest in your messages or product. By opting in, this converts them into a lead - someone who may become a customer.

How can you use forms to generate leads?

All you need is a form somewhere on your website to capture those leads. Many websites include a form where visitors can subscribe to the business’ email newsletter.

But, many content creators have better results generating leads by offering a lead magnet. This is something the visitor gets in exchange for sharing their personal and contact information.

You could offer an Introductory call, eBook, guide, or report, Case study, Infographic, Webinar, Mini course, Checklist, Worksheet, or Quiz.

What are the best practices for lead capture forms?

There has been massive amounts of research and analysis done to determine optimal form design to improve form conversion rates. User experience and user interface is an important and broad field. We’re not going to get super deep into the theory of form design because most people creating websites are not coding and designing the form interface themselves.

Most people creating a website are using some kind of service that comes with templates and forms included. These services should be implementing the design best practices, so you can focus on the other best practices.

5 tips for lead capture forms:

1) Use double opt-in

Why is this important?

-Double opt in can help improve email deliverability
-It can indicate higher lead quality
-It is an aspect of privacy data regulation compliance
-It can improve the chances that your emails go to the primary inbox instead of the Promotions folder

2) Intentionally arrange information
3) Choose compelling button text, or a creative call to action
4) Include a privacy and anti-spam promise

What should you ask on a lead capture form?

Ask for the essential information that you need to stay in contact with the customer. This would include their name and email address.

But, you’ll also likely want to ask for information that can help you market more effectively. Think of the primary way that you segment your audience and add a relevant question or two. Consider asking about the lead’s primary challenge or interest as it pertains to your product or service.

If someone is willing to fill out your lead capture form, they are likely willing to give you some additional information that will help you send them more relevant emails.

What should you avoid asking on a lead capture form?

Avoid asking for information that people would rather keep private than hand over in exchange for what you’re offering.

One survey found that over half of people do not want to give their phone number or address in a form. And, asking for information that people might need to keep confidential, such as company revenue, can be a turn off.

Of course, there may be a situation where it makes sense to ask for this information. But remember, once you have someone’s contact information, you can always ask them for more in the future. The goal of a lead capture form is to get the initial buy-in from the visitor, not learn their entire life story.

Keep the number of fields to a minimum

Another important tip is to not ask for too much information from your leads. The more fields you include, the lower the conversion rate the form is likely to achieve.

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