Skip to content

Writing the Perfect Lead Capture Form

If you’re looking to increase your website’s conversion rate, one of the most effective things you can do is optimize your lead capture forms. Nowadays, businesses are spoiled for choice when it comes to optimizing the entire onsite experience for their prospects. Despite the contrary belief that the era of lead capture forms is over, 74% of marketers still swear by this method, but with a little twist. Now, they present their lead capture forms with captivating pop-ups or by finding the best places to deploy them.

In addition to that, there are certain practices that need to be followed, if you want to ensure your lead capture form is actually bringing results by doing what they’re supposed to—capturing leads.

Let us help you uncover the best lead capture form practices that actually help you convert.

Offer The Right Incentive

While some of your prospects will quickly provide you with their email or another form of contact, others will require a little convincing. The best way to encourage all prospects to supply you with their contact info is to offer something of value to them.

Incentives can sway the tides in your favor and help you build extensive lead lists that will set both your email and SMS marketing up on the right track toward success. To deploy captivating lead forms, you can use the power of popup messages to carry both the incentive and the capture form.

You can deploy the most captivating pop-ups with the help of various lead capture form templates that blend well with your overall website design, therefore, offering prospects a familiar and comfortable experience, but with a little bonus. The bonus can be in the form of discounts or a special free shipping deal. 

One of the best practices for deploying a pop-up carrying a lead from an incentive is to use countdown timers. This will create a sense of urgency and have all prospects rush to fill in the lead capture form.

Keep it Short and Simple

Keeping a form short and sweet is the key to success when asking for essential information. Collecting any more than necessary can be confusing, adding clutter and extra questions that don’t need to be answered. It will keep your readers engaged throughout the submission process and ensure that they are not overly frustrated while providing the most accurate data. 

Whether you’re asking for contact information from a customer or soliciting feedback from an employee survey, make sure you only ask for what’s essential and provide room for additional comments in case more insight is needed later down the line.

Make Them Mobile Friendly

As more and more people turn to their phones for just about anything, it’s important to make sure your forms are mobile-friendly. Mobile users have different needs than desktop users, and making sure your forms are easy to navigate on a smaller screen pays off in the long run. 

Not only do you want customers with smaller screens to fill out forms quickly, but you also want them to have a pleasant experience while they do it. Optimizing your forms for mobile browsers ensures that your customers will stay engaged instead of annoyed by difficulty or incompatibility. So, make sure you’re giving your mobile audience the tools they need.

Make Use of Your Contact Us Page

Your “Contact Us” page can be a lead goldmine if you set everything up properly. If prospects are interested in your products, they will likely seek further consultation and seek to establish contact with you.

On this page, you can attach lead capture forms asking for prospects’ contact detail so that you can get back to them whenever you can. You should pay attention to the leads you capture this way, as they are of high quality due to the fact that they have started an interaction with your brand.

You should consider segmenting all the leads you capture, and targeting them based on their needs and their onsite behavior for maximum conversion.

Bottom Line

Optimizing your lead capture form is absolutely necessary; after all, no one wants to fill in a form without any kind of incentive. This is why you need to revamp your entire strategy. Luckily, you now have all the tips for doing just that effectively.

That being said, don’t forget to segment your capture leads and launch personalized promotions for maximum conversion.


Posted by Avatar photo
By Susan Barlow

Dr. Susan Barlow is retired from academia after teaching business administration, project management, and business writing courses for over 20 years.

Leave a Reply

Your email address will not be published. Required fields are marked *