What is Lead Capture? How to Create A Lead Capture Strategy in 2024

Ammar Mazhar
Ammar Mazhar

Last updated on

April 25, 2024

Lead capture includes gathering information about your prospects via a form or a page on your website. Lead capture is part of the lead generation process where you need to seamlessly nurture your leads throughout the sales funnel. It includes collecting information about potential customers in exchange for valuable marketing material to convert them into clients. 

Everyone knows that leads are the lifeblood of every business. Without an excellent lead capture strategy, you could miss out on hundreds of quality leads daily.

What is lead capture?

Lead capture includes all the steps on your website to collect information about your prospects in exchange for information. Later you can use that information to generate leads. The two significant ways that result in lead capture are lead capture forms and lead capture pages. 

This article will discuss the best strategies and practices to help you capture more leads. 

Let’s get started!

Why are lead capture forms and pages necessary?

Lead capture forms and pages are essential marketing tools. They allow businesses to gather information about potential customers. This information can include the person's name, email address, business phone number, or other details relevant to the business's product or service.

By using a lead capture form or a page, businesses can build a list of interested individuals and then follow up with them to convert them into paying customers. This can be a brilliant way to generate leads and increase sales. It’s essential to use lead generation tools, including popup creator or forms builder, to make the process easier, particularly for b2c lead generation. Alternatively, businesses can design them from scratch. 

Why should you ditch traditional lead capture forms?

There are a few reasons why you should consider ditching traditional lead capture forms and choosing the latest lead generation tools for your business. The latest tools can help you with lead nurturing at every sales funnel stage. It’s crucial, mainly if you are working on b2c lead generation. 

1. They can be time-consuming and frustrating

Traditional lead capture forms often require users to fill out a lot of information, which can be tedious and off-putting.

2. They can have low conversion rates

Because they require so much information, traditional lead capture forms often have low conversion rates. This means that many people who visit your website will not complete the form, and you will miss out on potential leads.

3. There are modern alternatives available

Many modern alternatives to traditional lead capture forms can be more effective at capturing leads. Modern lead nurturing tools include chatbots, live chat, QR Codes, and chat widgets. They allow you to engage with website visitors in real time and collect information more naturally.

How to create a lead capture strategy?

A great lead generation includes the right tools and the right strategy. A proven lead capture strategy is essential for achieving your business goals for your b2c lead generation. Here’s how you can create a lead capture strategy. 

1. Select a format that works for you 

Before you launch your lead capture form or page, picking up a format that works for you is essential. You can choose a popup box, quiz, website form, or anything that works for you among various market pop-up creators and form builders.

2. Offer something valuable in exchange

A lead magnet works only when you offer something in exchange that provides value to your target audience. You can give a free consultation session, a free website, a free template, an ebook, etc. 

3. Craft persuasive copy

Your lead magnet is as effective as your copy. Hire a copywriter or create your copy to bring the best results. Suppose you manually write a copy and want some assistance using the technology. In that case, you can use an efficient paraphrasing tool to help you generate ideas, suggest new catchy words, generate unique text, and rewrite outdated copies. 

4. Highlight a problem

Highlight a problem in the headline first, and then sell the benefits. Your headline should address the pain points of your target audience. 

5. Add social proof 

Use video testimonials on your lead magnet page to showcase them as social proof for your customers. It’s great to use one or two testimonials of customers who have had a great experience. Highlight numbers to provide the efficiency of your product/service. 

6. Remove any kind of friction the lead capture has 

Avoiding friction in b2c lead generation is essential. Friction might include any unnecessary details or form fields that overwhelm the audience. Shorten the steps to complete the lead capture form/page. The simpler your lead capture is, the more they will love it. 

7. Personalized follow-up 

You can bring back your current customers or secure new ones with a personalized follow-up. Once they have signed up using the lead capture form, send them a friendly reminder via email asking for their feedback or a reminder about the next steps. 

How to create a lead capture page?

Lead generation tools like a lead capture page are crucial in achieving business goals. Here’s a step-by-step guide to creating a lead capture page that will help you with lead nurturing.

Infographic: How to create a lead capture page?

Step 1: Get clarity over your business goals 

This is important because you need to be clear about your goals to create an effective lead capture. Keep the goals in mind throughout your sales funnel for seamless lead nurturing. 

Step 2: Create your offer

Make sure your offer is aligned with your goals. For example, if you want to collect the email addresses of your potential customers, try to offer the best lead magnet you will ever have. It could be a discount code or a bonus.  

Step 3: Use templates to speed up the process

Using templates, you will not have to create a lead capture page from scratch. Therefore, it will help you speed up the process, and you will be able to design lead capture seamlessly. 

Step 4: Choose an attention-grabbing headline

Hire a copywriter or take time to craft the headline and your copy. An attention-grabbing headline or copy will entice your audience to take action. 

Step 5: Add images & graphics, and videos 

Visuals play a crucial role in making your copy more engaging. Choose graphics that speak to your audience. 

Step 6: Use a clear CTA

CTA is the most crucial part of your lead capture to push your audience forward in your sales funnel. Craft your CTA to ensure it entices your audience to take action. 

How to create a lead capture form?

Here's the step-by-step guide to creating a lead capture form to nurture your leads seamlessly. You can choose a popup creator or build lead generation tools like lead capture form from scratch. 

Infographic: How to create a lead capture form?

Step 1: Pick a template

Picking up a template makes the whole process of creating a lead capture form easy. This way, you will not have to spend time designing from scratch. Various form builders provide templates to choose from. You can pick the one that aligns with your business needs.

Step 2: Customize your popup

Make sure you customize the popup as per your brand image. Use your brand colors, images, or fonts. Various popups creators provide customized designs. Make sure the popups creator provides a variety of designs and themes to choose from. 

Step 3: Integration

It’s great to integrate with other lead generation tools. You can integrate your lead capture form with a third-party app to quickly compile your data. For example, a lead capture form provided by a forms builder integrated with Google Sheets can help you get the data onto your Google sheet, making it easier to manage and store, while Google Sheets data visualization will make data sets more accessible to understand and less intimidating

Step 4: Powerful CTA

A solid call to action gives incredible power to your lead capture form. Combine your solid copywriting skills with a strong CTA to make the most of this lead generation tool. 

Of course, once you have acquired new customers, the process doesn’t stop there. You can use a customer onboarding template to make a great first impression and provide a smooth and easy entry point to your company and services. This will lead to greater levels of customer satisfaction and engagement.

5 Amazing lead capture page examples

Below are some fantastic lead capture page examples for lead nurturing. 

1. WISE 

This lead capture page uses a practical example to show how a user would make a payment in their local currency. It’s easy to understand, with a great call to action. 

Lead capture page example: Wise


The Codecademy’s capture page is great because it is simple and shows statistics about how it has helped millions of people to learn code which is enticing. 

Lead capture example: CODECADEMY

3. Hinge Marketing 

This lead capture form by Hinge Marketing is an excellent b2c lead generation tool. It has significant visual aspects and an eye-catching call to action. Great form builders provide easy-to-use forms that only ask for the necessary options. 

Lead capture

4. Salesforce - Service Cloud Guide Tour 

This lead capture page by Salesforce is excellent because it is easy to understand and well-written. The CTA is catchy and provides a great contrast of colors and themes. 

Lead capture page example: Salesforce

5. Digital Marketer

This lead capture page by Digital Marketer has a great call to action. It is simple and includes only necessary details, i.e., name, email address, and company name. As a result, the user doesn’t feel overwhelmed.  

Lead Capture Page Example: Digital Marketer

5 Amazing lead capture form examples

1. Uber Suggest

Nobody serious about optimization will ever be able to resist this offer. Neil Patel has cleverly created a lead capture form for those who want to get SEO traffic. It’s simple and has a great call to action. 

Lead Capture Forms: Uber Suggest


This b2c lead generation tool has a very appealing design, a great call to action, and an exclusive discount coupon. 

Lead Capture Form example: Native COs

3. Willow Berry 

The best thing about this b2c lead generation tool is how good its visuals are. After all, who doesn't want to be anti-age and have grown-up beauty? 

Great visuals with excellent copy create a win-win situation. It’s simple and catchy! 

Lead capture forms example: Willow Berry

4. The Original Tom’s of Maine

This one is good for real. The best thing it has is the privacy policy. 

Lead Capture form exampl: The Origianl Tom's of Maine

5. Insta Page 

Instapage’s lead capture form has an excellent copy. The great copy shows tactics and results in the reader will get. It could be improved by having a privacy policy too. 

Lead Capture Form Example: Insta Page

How to optimize your lead capture strategy? 11 best practices

Whether choosing a popup creator or the right forms builder, choosing the correct elements is essential to maximize your lead capture strategy. Following is the list of 11 underrated lead capture best practices. 

Infographic: How to optimize your lead capture strategy? 11 best practices

1. Make use of multi-step forms

One example of a high-converting lead capture tactic is multi-step forms. This can be more effective than a form provided by a traditional forms builder because it can be less intimidating for users and may lead to higher completion rates. 

Additionally, by breaking up the form into smaller chunks, you can ask for more detailed information without overwhelming the user. This can make it easier for them to complete the form and provide you with more precise and accurate information about your leads.

2. Include chatbots

Including chatbots is a high-converting lead capture tactic. It makes the lead capture process more accessible by helping the visitor get answers to instant questions in case of any doubts while they are on the lead capture form or information capture page.  

3. Incorporate gamification

Give your customers a reason to come back by incorporating gamification, such as a discount code, access to exclusive content, or a chance to get a gift. 

Choose a form builder that allows you to make the form more visually appealing by using graphics, colors, and other design elements that encourage users to complete it. Remember, the key to successful gamification is to make the experience enjoyable and rewarding for users. If the gamification elements feel like a chore or an annoyance, it may have the opposite effect and turn users off. Below is an excellent falling gift game from Shopify. 


4. Determine the right form length 

You must consider the purpose of the form and what information you need to collect from your users. Include fields necessary for that purpose, as too many fields, can discourage people from filling out the form. 

Your b2c lead generation tool should be manageable for the audience. A shorter form is generally more accessible for people to complete, so try to minimize the number of fields as much as possible. However, remember that some people may be willing to provide more information if they see its value. The key is finding a balance between collecting the information you need and providing a good user experience.

5. Choose relevant form fields 

Consider the information you need to determine if a lead is worth following up on. Make the most of this lead generation tool by including contact information, job title, industry, company size, etc. You have to keep it short and straightforward. The more form fields you have, the less likely someone will complete the form. Keep the number of areas to a minimum and only ask for essential information.

Additionally, you can insert descriptive field labels, so visitors know what information you are asking for. This will reduce friction and increase the chances that a visitor will complete the form.

6. Add your privacy policy 

Include a link to your privacy policy in the form's footer or as a separate field that users can click on to review the policy before submitting their information. You can also provide a summary of your privacy policy to give users an idea of how their information will be used and protected.

Disclose the use of cookies on your website. If you use cookies to track user behavior on your website, disclose this in your privacy policy and include a link to the policy in your lead capture forms.

7. Refine your lead capture tactics 

Make an irresistible offer to your target audience in exchange for their contact information. It will push your audience forward in the sales funnel. This could be a free ebook, whitepaper, or webinar. Also, ensure your forms are easy to fill out and only ask for the necessary information. Long forms provided by traditional form builders can be intimidating and may discourage people from completing them.

Improve the efficiency of the lead generation tool by promoting your offers with social media because it can potentially drive traffic to your website and can be used to promote your offers. Furthermore, create dedicated landing pages for your suggestions rather than directing traffic to your homepage. 

8. Optimize your CTAs 

Craft your CTAs in actionable language that tells the user what will happen when they click the button. Avoid vague phrases like "submit button" or "click here." Instead, use language like "Get My Free Quote" or "Download the Ebook." Also, choose a few different attention-grabbing headlines for your CTA button that stands out from the rest of the form. This will make it more noticeable and increase users' chances of clicking on it.

9. Send email after form submission 

Thank the person for filling out the form and confirming that their information has been received. This helps to build trust and establishes a connection with the lead. Provide additional resources or information that may be of interest to the prospect. 

Offer a special promotion or incentive to encourage the lead to take further action, such as setting up a consultation or making a purchase. Ask the prospect if they have any questions or need more information about your product or service. This can help you identify any barriers preventing them from converting into a customer.

10. Apply A/B test method

Test the efficiency of the lead generation tool with an A/B test. Run an A/B test using a tool like Google Optimize or Optimizely to identify the goal of your lead capture form. Do you want to increase the number of leads generated or the quality of the leads? This will help you determine what elements to test on your form.

  • Choose elements that you want to test. This could be the layout, the language used, the form fields, or the call-to-action button.
  • Deploy your lead capture forms and start collecting all the data via chosen forms builder. Make sure to run the test for sufficient time to get reliable results.
  • Analyze the results of your A/B test. Look at the metrics most important to your goals, such as the number of leads generated or the conversion rate & make changes based on the results of your A/B test. 

11. Add testimonials 

Adding testimonials to your lead capture page can exponentially improve your lead capture strategy's effectiveness. It provides social proof for potential customers who just landed on your lead capture form or page for the first time. 

Adding video testimonials to your b2c lead generation is significant. It’s because people are more likely to watch videos than texts.  Creating an excellent testimonial with a great CTA can create a win-win situation. 

Start capturing leads with Mailmunch!

It's essential to use an effective lead generation platform such as Mailmunch. It can help you collect leads, provide your users with a powerful, engaging experience with your brand or service, and drive sales for you. These days most Saas SEO agencies use backlink-building tactics and lead generation tools, along with a platform like Mailmunch, to increase the visibility and credibility of your website, making it more likely that potential leads will find and engage with your site. 

So, are you interested in a cutting-edge email marketing funnel strategy for your online business? 

Frequently Asked Questions - Lead Capture

What is email capture?

It is enticing your website visitors to give you their email addresses who are willing to receive any valuable material like a template, ebook, free session, etc.  

How does lead capture work?

A lead capture collects personal data about your prospects via a form or page in exchange for valuable marketing material. You can use the data to sell your products/services. 

What is the best source for leads?

The following are the best sources of leads.

What is lead capture software?

It is software that allows businesses to identify potential or prospective customers interested in their products or services. 

What are the three types of leads?

The three significant types of leads are;

  • Hot leads
  • Warm leads
  • Cold leads 

Author Bio

Ammar Mazhar

A voracious reader and a music lover, Ammar has been writing engaging and informative content for over 3 years for B2B and B2C markets. With a knack for writing SEO-optimized content, Ammar ensures the results speak for themselves.


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