Often overlooked, lead capture forms are actually the start to everything you’ve been wanting for your business — more leads, more clients, more data. No matter what your business size, whether you’re a massage therapist or a multi million dollar enterprise, these forms are for you. But what’s a lead capture form? Why and how should you use one? And what are the essential elements of a good lead capture form? Let’s jump in and answer those questions (we’ll also tell you how we actually create our forms at Wolf & Key)!

What’s a Lead Capture Form?

Let’s clarify really quick that lead capture forms are different from lead capture pages. Lead capture pages are what we call landing pages around here, and we use them all the time. But we’ve already written a blog post about those.

Lead capture forms are an element of landing pages that are used to capture the information of a potential client so you can nurture them and turn them into an actual paying client. Here’s an example of a good lead capture form that we’ll dig into more in the last section of this post:

These are valuable for pretty much all businesses. A potential client could see your ad on Instagram, swipe up, fill out your lead capture form, and then you have the information for someone who is already interested in using your service or buying your product. All you have to do then is reach out to them, which we’ll cover in our next section.

How to Use a Lead Capture Form

How to use a lead capture form correctly is the big question. It’s actually simple, but people tend to make a few common mistakes. Here’s the simplest way you can use a lead capture form:

1. A lead capture form should ideally be located on a landing page,

not necessarily a website. You should have one on your website as well, but it probably won’t convert as well as one on a landing page. That’s because when someone is on your website, there are a million cool things for them to look at, so they’ll get distracted and probably forget to fill out your form. On a landing page, they only have one page to look at, and the lead capture form should be the most prominent aspect of that page. This way, they can’t navigate away from the form until they’ve filled it out.

So add the lead capture form to your landing page (again, for questions on these check out our other blog post), and then

2. Use the link to that landing page wherever you’d promote a link.

Whether that’s on your Instagram, Facebook, Google Ad, or whatever. This depends on the size of your company and what type of PPC campaigns you have running. Here are two examples of how to use a lead capture form in a paid campaign:

  1. The screenshot above is from a large client in the medical industry who we’ve built out hundreds of landing pages for. We now promote those landing pages mainly through Google AdWords, and each one has a high converting lead capture form on it. Those lead capture forms are used to capture the information of hundreds of people across Colorado that have searched Google for rehabilitation services.
  2. There’s a super awesome massage therapist who comes in every Friday to give us chair massages. She uses lead capture forms in her Instagram ads. That’s the perfect way for her to use a form because she targets her ideal demographic in her area, makes sure they see her ad, then captures their information through a form when they click on that ad.
3. Once the lead has filled out the form, their information should be connected and plugged in to whatever system you’re going to use to follow up with them.

For most small and average size businesses, that’s an email system or a scheduling system. Email systems are the best way to keep in touch with leads and turn them into paying clients, and we have a blog post you can check out about that as well (yay)! Follow up with those leads until they become clients!

3 Elements of a Good Lead Capture Form

Not all forms are created equally. After all our research and thousands of hours testing, here are our three elements of a good lead capture form. Let’s use this form again as an example:

  1. Compelling call to action in a high-converting color. There’s loads of research on what colors convert the best. As a general rule, we tend to use  any brighter, eye-catching color. Just don’t get obnoxious. If you’re wanting to learn more about how to choose the right color, we’ve got a blog post on that!
  2. The fewest amount of fields possible. Only ask for essential information. The more fields someone has to fill out, the less likely they are to submit their information.
  3. Effective content that’s both informative and prompts the person to fill out your form. That’s all the info to the left of the form above. Keep it short and sweet, but get them to fill out your form. This is all about good copywriting, which we’ve also got a blog post on!

Elements of a good lead capture form don’t vary that much, so stick to these three tips and you’ll be good to go.

Lead Capture Forms Lead to More Clients

Once you’ve figured out how to use a lead capture form and the elements of a good lead capture form, you’re pretty much set to go. These guys will bring in loads of new leads and, in turn, clients for your business.

If you’re wondering how to actually build a form on your landing page or website, we’ll let you in on our secret: we use Gravity Forms. That’s it.

Let us know in the comments if and how you use lead capture forms to get more leads for your business!