18 Engaging Lead Generation Forms and The Best Practices That Make Them Work
Let’s be real here: getting users to fill out lead generation forms can feel like getting blood out of a stone (near-on impossible).
A lot of websites put up a form, sit back, and hope for the best, only to be disappointed by the lack of conversions. Losing prospects at the final hurdle is disheartening, especially for an easily-rectifiable reason like your form is too intimidating, too confusing, or not clear enough.
After all, your visitors have got this far. They probably just need a nudge in the right direction to keep that momentum going.
To help you out, we’ve gathered the best lead generation form practices along with real-life examples for you to draw inspiration from.
What is a Lead Generation Form?
First things first, if you’re wondering what is a lead form? You’re not alone.
They’re essentially a web form created to capture the email addresses and information of potential customers so that you can nurture them via their inbox.
Lead generation forms come in a variety of different formats, including contact forms, registration forms, lead magnet forms, and newsletter signup forms. But they all have the same goal: to turn website visitors into leads and subscribers.
High Converting Lead Generation Forms: Best Practices
We’ll dig into the best practices in action further down. But first, here are some tips to get your lead generation forms converting from the get-go.
Customise Your Forms
Incorporate your brand colours, fonts, and recognisable visuals so visitors feel comfortable handing over their details to you.
Keep Leads Focused
Attention spans are at an all-time low (especially online), which means it’s hard to attract and keep the attention of website visitors before they sign up. Use punchy copy and a clear path to action to ensure they’re engaged from start to finish.
Simplicity is Key
Don’t overcomplicate things. Website visitors are no strangers to lead generation forms, so say it as it is. Keep form fields to a minimum and use easy-to-understand instructions so subscribers know exactly what to expect.
Don’t limit yourself to just form fields. Why not throw in some click-able alternatives and make the process a whole lot more interactive? We’ve got some great examples of this in action below.
Tweak and Optimise
It’s very unlikely that you’re going to create the most amazing, high-performing lead generation form straight off the bat. Often, it takes a little while to get right, which is why it’s important to consistently experiment with different form types and optimise each element to maximise your results.
Incorporate Brand Personality
Your brand’s personality is what makes you unique (it’s also what draws customers to you in the first place). Put this on show through personality-packed text and visuals that match your vibe.
Say Thank You
It’s a big deal for visitors to hand over their email addresses. After all, inboxes are one of the only sacred spaces we have left. Let them know how grateful you are by thanking leads for signing up and then follow up with them immediately to validate their decision.
18 Lead Form Examples for Conversion Inspiration
1. Dig for More Details Like HubSpot
Your lead generation form is a great moment to get to know your leads. Think about the kind of information that would be useful for you to have – their job title? What kind of business they run? How many employees they have?
The more you know about your leads, the easier it is to personalise your communication with them. For example, if you know that a lead manages a team of 10 people, you can share content and tips that centre around management and organisation.
HubSpot asks subscribers to share their company name and how many employees work there before they can download this guide.