How To Create Lead Capture Forms That Truly “Capture” Leads

What’s the goal of your website?

Lead generation, right?

Now tell me the goal of your landing page.

Same answer?

How about your PPC ad or the free ebook you’re about to offer?

Three for three, huh?

In the marketing world everything is about the lead, because without the lead, you don’t have anyone to sell your product or service to. Without a lead, you’re stuck in an advertising wasteland with no end in sight. Everything you do to promote your product/service is being done to score leads.

You create websites to educate your potential customers about all the awesome things that your company does. You set up an About page to humanize your brand, write blog posts to get yourself ranked for keywords relevant to your service, reach out to influencers to score a guest blog so you can get some juicy backlinks. Pay for your PPC ads to be run next to your competitors’.

You do all of this and more, for one thing, and one thing alone; leads.

And how do you get leads?

Through your lead capture forms.

Why are Lead Capture Forms Important?

Lead capture forms are important because they are the last stop before your conversion. They present you with the opportunity to take a wandering visitor and convert him into a potential customer.

True, the rest of your website elements are important too, which is why we’ve already discussed how you can craft effective headlines and what it takes to create a conversion worthy CTA. Today, however, we’re going to shine the spotlight on your lead capture forms and tell you exactly how you can create forms that your visitors actually want to fill out.

The inherent issue with forms on websites or landing pages is the fact that no one really wants to fill out a form.

Sure, most visitors want the goody that’s hidden behind the said form but not everyone is particularly psyched about giving up their personal information to someone they barely know.

For example, I want this free report that HubSpot is offering, I clicked on this offer because I wanted it – I came to the landing page with the very intention of downloading it, but then I saw this behemoth of a lead capture form.

hubspot form

And I hesitated. This is called conversion friction, this is what stops an otherwise willing visitor from converting – and how do you put a stop to friction? By creating optimized lead capture forms that actually “collect leads”.

Optimize the Length of your Lead Capture Forms

Not all lead capture forms are created equal.

The length of your form depends on the offer you’re trying to promote. Offering something for free? Don’t go overboard with too many fields on your forms like HubSpot did, and turn off an otherwise very willing customer from entering in all their information.

The length of your lead capture form also depends on the quality of leads you’re aiming to get. With a shorter form, you get low quality leads i.e. you get to collect less information about your visitors, just a name and email address, however, with a lengthier form (like the one you saw on HubSpot’s landing page) you get to collect high-quality leads.

Confused about what the length of your form needs to be?

FormStack’s conversion report has broken down the effect the type of form you use, and the number of fields you put on it has on your conversion rate.

length of form

Shorter doesn’t always mean better. Take into consideration the industry you’re operating in and the individual offer you’re promoting before you design your lead capture form.

Optimize the position of your lead capture form

You’ll find many online sources suggesting that your lead capture forms should always be placed above the fold, the reasoning behind this is that if the form is not placed above the fold not many visitors will go below the fold looking for it.

However, recent studies clearly suggest that the fold is just an arbitrary thing and that every online visitor today has the habit of scrolling.

So, your form’s placement depends on the length of your overall page, because your form should always come after you’ve explained your offer to your visitor.

This can be done fairly quickly on a shorter page, so a form like the one on Conductor makes sense.


However, if you have a relatively lengthy page because your service needs more than just a line or two for its explanation, then a form like the one on Shopify is the right choice.


The lead capture form on our website is also placed below the fold for this exact purpose. You don’t want to ask your visitors to give away their information prematurely, explain what you do first and then ask them to submit their information.

ecopydesk form

Want more leads? Start optimizing your forms using the simple tips mentioned above.

Still have questions about optimizing your website or offer? Don’t hesitate to contact us.

About the author / Aisha Khalid

Aisha Khalid is a content marketer who writes about conversion optimization and copywriting. Some would say she is obsessed with optimization techniques that take meh content and transform it into something that readers can gobble up. She’s on a mission to stomp out all corporate, boring speak giving way to words that actually matter.

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