30+ Best Lead Generation Form Examples for Your Website
We all know the phrase—focus on quality over quantity. And when it comes to the sales pipeline this couldn’t be more true. Sure, having a large number of captured leads might look good on paper, but if those leads aren’t genuinely interested in what you offer, they’re unlikely to convert. Quality leads, those who are actively seeking solutions that align with your product or service, are far more valuable.
Based on recent data, companies that implement well-optimized lead generation strategies can increase their conversion rates by up to 30%, and businesses that nurture their leads experience 50% more sales at a 33% lower cost than non-nurtured leads. But capturing high-quality leads requires more than just slapping a lead generation form on your website and hoping for the best.
In this article, we’ll show you how to create highly converting and personalized lead generation forms, share real-life examples, and offer tips to generate leads more effectively.
What Is Lead Generation Form?
A lead generation form is a set of fields designed to collect information from potential customers. Think of contact forms, lead magnet forms, pop-up forms—there are plenty of options. The main goal is to gather contact details and bring new prospects into your sales funnel.
You want to find the right balance—asking for too little information won’t give your sales and marketing teams much to work with, but asking for too much could scare prospects away before they even finish the lead form. The goal is to get visitors to share details like their name, email address, or phone number in exchange for something valuable—a discount, free educational content, or a trial.
While there are many types and examples of lead generation forms your online business can use, not all are equally effective. And here’s the kicker—using more advanced methods, like personalized lead capture pop-ups or behavior-triggered lead gen forms, can lift conversion rates by up to 20%, compared to more generic approaches. Lead generation forms come in various styles, including:
- Embedded forms: Seamlessly integrated into a webpage or landing page, these forms offer a non-intrusive way for users to submit their information while browsing.
- Popup forms: These appear in a separate window, triggered by user actions like scrolling or exit intent, often paired with an enticing offer to encourage engagement.
- Slide-ins and sticky bars: Alternatives to traditional popups, these forms appear more subtly and don’t interrupt the user experience while still grabbing attention.
By knowing exactly what good lead generation form is and capturing useful information, online businesses can build relationships with leads, guiding them further down the sales funnel through personalized marketing and follow-ups. The data is usually stored in a CRM system, helping businesses nurture leads and convert them into customers.
Key Elements of High-Converting Lead Gen Forms
When you know what lead gen form is, by focusing on its key elements, you can create high-converting lead generation form templates. They not only capture more leads but also provide a better user experience, ensuring those leads are eager to continue through your sales funnel.
Placement
Where you position your form can make or break its performance. A well-placed form grabs attention without feeling intrusive. Popups, for example, are effective at drawing the eye since they appear over your content. However, poorly timed popups can frustrate visitors. A more subtle choice is a floating bar that scrolls with the user, keeping the form in view without interrupting their browsing.
Displaying a form too soon, like right when a visitor lands, can feel pushy, especially when they haven’t had a chance to explore. A smarter move is to use exit-intent popups that trigger just as visitors are about to leave. A well-timed exit intent form pop-up are especially effective for capturing abandoning visitors with last-minute offers or reminders. They create a final conversion opportunity without interrupting the browsing experience too early.This well-timed approach can grab their attention and encourage action.
If you’re using multiple forms, it’s important to ensure they don’t appear all at once, overlap, or show one right after the other, and this can get tricky to manage manually. That's where Claspo comes in with overlapping protection and annoyance safeguard features.
Overlapping protection prevents multiple popups from showing simultaneously for a smoother experience, while annoyance safeguard limits popup frequency to avoid overwhelming visitors, enhancing engagement by preventing visitor fatigue.
Simplicity and User Experience
Keeping forms simple and easy to complete is key to increasing submission rates. The fewer fields you ask for, the easier it is for visitors to fill them out. If you need more information, consider breaking your form into multiple steps. Using a multi-step form allows you to collect more data without overwhelming users upfront. By guiding visitors through a logical flow, these forms help increase completion rates and reduce friction — especially when capturing additional fields like phone number, preferences, or purchase intent.
Multi-step forms guide users through the process gradually, preventing them from feeling overwhelmed.In fact, businesses that implemented multi-step lead forms reported an impressive 300% increase in conversions compared to traditional single-step forms. Once visitors make it past the first step, they’re usually more interested and are more likely to provide additional details, like their phone number, on subsequent steps.
Multi-step pop-ups are particularly effective at reducing friction during data collection and guiding users through a more digestible process. If you’re unsure where to start, checking out a well-crafted multi-step form design can offer inspiration for how to structure your steps and decide what to ask first. These real-life examples highlight how breaking complex forms into smaller actions can drive higher completion rates and better-quality submissions.
To further enhance your site's user experience, especially with 63% of traffic coming from mobile devices, it's essential to ensure it looks great and functions great on smartphones and tablets. Prioritize implementing responsive design and mobile-optimized forms to effectively engage this growing audience and improve conversions. Using a mobile pop-up can help you deliver personalized offers or lead magnets without disrupting the user experience on smaller screens. These popups are designed with thumb-friendly buttons, fast load times, and optimized layouts to ensure seamless interaction.
Targeting and Triggering
Personalization is the key to higher engagement. Instead of showing the same form to everyone, set specific display rules for your popups to suit different segments of your audience. This ensures that each visitor sees content that’s relevant to their interests and position in the customer journey.
For new visitors, offer a form that invites them to share their preferences in exchange for a promo code or personalized recommendations. Returning visitors, on the other hand, might respond better to a popup that highlights a special deal in a product category they’ve browsed before, such as “Buy 1 Get 1 Free” for subscribing. Customizing forms based on user behavior makes your visitors feel valued and increases the likelihood of conversions.
Gamification
To enhance visitor engagement and interactivity, why not turn your bonuses and incentives into a fun game? This approach adds excitement and encourages users to test their luck to win rewards while helping you capture leads. Think spin-the-wheel popups, scratch cards, or pick-a-gift popups.
With Claspo, you can effortlessly create popups that include these gamification elements with no coding or design headaches. Our drag-and-drop editor offers ready-made gamification features that you can easily customize to match your website's design.
A/B Testing
Building a strong lead capture form isn’t a one-and-done task. What works for one audience might not resonate with another, which is why A/B testing is crucial. Regularly experimenting with different elements, like form placement, button text, or layout, can help you determine what works best for your audience.
A data-driven approach to form optimization ensures you’re constantly improving. A/B testing different versions of your forms will help you discover what truly drives conversions. Over time, this fine-tuning will lead to more effective lead capture strategies and a higher conversion rate.
Why Lead Generation Forms Are Important for Your Marketing Efforts
Lead capture forms aren’t just an extra feature on your website, they’re essential if you want to turn visitors into leads and, ultimately, customers. They bridge the gap between casual browsers and potential buyers, giving you a way to gather valuable contact information and start building relationships.
Here’s why lead capture forms matter and how they can transform your website’s performance.
Turning Visitors into Leads
You might be driving plenty of traffic to your site, but without a way to capture leads, that traffic isn’t going to translate into meaningful results. Think of it this way: without a lead capture form, visitors can browse your site, leave, and you’ll have no way to reach them again.
But with a form in place, you can grab their information and continue the conversation. A well-placed subscription form helps initiate that relationship by offering something of value in return for contact details. It’s one of the most effective ways to turn casual visitors into engaged leads while kickstarting personalized communication.Once someone fills out your form, they’re no longer just a visitor, they’re a lead. And that’s a huge step toward converting them into a customer.
Building Relationships with Prospects
Lead capture forms are more than just a way to get contact details, they’re a starting point for building relationships. Once someone has filled out your lead form, you can use their information to keep the conversation going through email follow-ups, newsletters, or special offers. And it’s not just about sending random messages.
The key to building strong relationships is personalization. With lead capture forms, you can start personalizing your content and offers to match the prospect’s interests and behaviors, making your communication feel more relevant. In fact, personalized emails deliver 6x higher transaction rates, so the data you collect through forms is essential for effective follow-up.
Increasing Conversions
Lead capture forms help you convert that information into action. They might not be ready to buy right away, but they’ve taken the first step. From here, you can nurture that lead with targeted content, promotions, or product recommendations that move them further down the sales funnel.
And the impact of these forms on conversion rates is significant. Companies with optimized lead generation processes (which include well-placed lead capture forms) see a 45% higher conversion rate than those without. Simply having a form on your site, and optimizing when and where it appears, can make a massive difference in turning leads into customers.
Fueling Your Marketing Strategy
Every piece of information you collect through your lead gen form gives you insight into your audience, allowing you to segment your leads, personalize your messaging, and refine your marketing efforts.
For example, by segmenting leads based on the information they provide (like their job title, interests, or buying intent), you can create targeted email campaigns that speak directly to different customer segments. Research by Mailchimp shows that segmented email campaigns have open rates that are 14% higher than non-segmented ones. So, the more targeted your marketing efforts are, the better your results will be. A subscription template makes it easy to start collecting relevant data while staying aligned with your campaign goals. These templates are designed to maximize opt-ins and feed your email list with segmented, high-intent leads right from the start.
Lead capture forms also give you the data you need to test and optimize your campaigns. By analyzing which lead generation form performs best, you can refine your approach, tweak your messaging, and continuously improve your conversion rates. In this way, lead capture forms become an ongoing source of insights that can help you fine-tune every aspect of your marketing strategy.
Personalizing the User Experience
The more you know about your leads, the better you can personalize their experience. Best lead capture forms give you the information you need to create more relevant, personalized interactions.
Here’s a fact: 80% of consumers are more likely to make a purchase when brands offer personalized experiences. For example, if someone signs up through a form offering a first order coupon, you can follow up with personalized product recommendations based on what they viewed or clicked on during their visit.
30 Capture Lead Generation Form Examples
Let’s take a look at lead capture form examples and templates:
1. Giveaway
Host a themed giveaway and promote it with an eye-catching popup on your website.
2. Spin the Wheel
Invite your visitors to try their luck and spin the wheel of fortune for a chance to win.
3. Discount Offer
Encourage customers to place their first order with a promo code using our discount form template.
4. Welcome Offer
Offer a welcome discount on specific products or categories.
5. Discount on Next Purchase
Encourage your customer to buy more with a special discount on next purchase.
6. Members Only Offers
Attract with exclusive offers for members only.
7. Receive Updates
Offer to receive updates on a specific topic.
8. Exit-Intent Offer
Stop visitors from leaving your website by offering a discount.
9. Birthday Offer
Build loyalty by offering a birthday gift.
10. Free Product of Sample Offer
Offer a free sample in your lead generation form. It is a great incentive to sign up for your lead form.
11. Pre-Order
Invite the website visitor to place a pre-order. If you’re launching a new product or feature, collecting early interest through a pre-order form template is a smart way to validate demand and build anticipation. These forms help you engage potential buyers before launch and give your team valuable insight into initial interest levels.
12. Demo
Invite them to a demo meeting to showcase the product in action.
13. Seasonal or Holiday Sale
Host a holiday sale.
14. Limited-Time Offer
Encourage customers to take advantage of discounts with a countdown timer template.
15. Scratch Card
Offer to win a secret prize by scratching off a card.
16. Gift Box
Attract with the chance to win one of the prizes.
17. Free Guide
Offer a guide in exchange for an email.
18. Add a Video
Share more about your product by adding a video to the popup.
19. News Updates
Offer to be the first to hear the hottest news and updates.
20. Free Shipping
Convince a visitor to make a purchase by offering free shipping.
21. Consultation of Quick Call
Offer assistance with selection or provide a consultation.
22. Newsletter Subscription
Give the option to customize the newsletters for your subscribers. For additional inspiration, these email pop-up examples showcase proven approaches to designing high-converting opt-in forms. They include variations with welcome discounts, lead magnets, and personalized triggers that help boost subscriber growth and engagement.
23. Slider with Countdown Timer
Motivate visitors to fill out the lead submission form by displaying a slider with catchy images or videos.
24. Lead Magnet
Offer a free product or service in exchange for personal information. It’s a great type of lead magnet.
Lead magnets such as free e-books or exclusive discounts drive up to 55% of lead magnet landing page submissions, making them a cost-effective way to attract high-quality leads without overspending.
25. Sign Up Form
Allow users to subscribe at their convenience with an embedded signup form.
26. VIP Access
Offer to join the VIP customer list and specify what benefits the visitor will receive.
27. Free Templates, Checklists, or Guides
Offer free templates, ready-made layouts, etc.
28. Free Webinar
Invite them to a webinar that will be potentially interesting to your audience.
29. First-Time Purchase Offer
Encourage them to complete their purchase with an additional discount.
30. Complementary Product or Service
Offer a complementary product, service, or similar item.
Lead Capture Form Examples by Industry
It’s not enough to get a list of contacts, you need to know who your high-intent prospects are and how to engage with them in a way that feels personal. This involves using the right messaging, timing, and tools to ensure you generate leads who are ready to take the next step. Let’s dive into some lead capture form examples for different industries.
Ecommerce
Herring
The Herring brand has placed a launcher on its website, which opens a lead capture form when clicked. Visitors are encouraged to share their information in exchange for a discount on their first order.
On the one hand, the company motivates users to make their first purchase, and on the other, they collect valuable data, allowing for further communication and sending relevant offers. Additionally, the form includes an option for visitors to indicate their interests, enabling the company to personalize future newsletters with tailored offers for different audience segments.
A La Mode
This sales lead form does a great job explaining its purpose and why it’s appearing. If you haven’t subscribed yet, you’re invited to share your details — just two simple fields to fill out.
However, there’s room for improvement. The submit button requires scrolling because it doesn’t fit the window. This was likely a custom design, but with Claspo, that wouldn’t be an issue. Our platform offers flexible layouts, customizable fields, and a drag-and-drop editor. Plus, you can preview your form on different screens to ensure it displays perfectly before going live.
ShopMedVet
The store invites visitors to subscribe to its newsletter and enjoy a free gift with their first order — a small welcome gesture. The message is clear and attention-grabbing, while the design stays simple yet perfectly matches the website’s look and feel.
SaaS
Zendesk
On the lead capture page, visitors can easily start a trial by completing a simple multi-step form. The process is designed to be user-friendly, guiding them through each step without overwhelming them with too much information at once.
Zoho CRM
On the homepage, the company has placed a form offering a free trial period. All you need to do is fill out a few fields, and you can start testing the system to see if it’s the right fit for you.
CoSchedule
This company keeps visitors from leaving the site by offering a quick sign-up to try their product. They highlight that it takes just 30 seconds and offers great benefits. With a simple click, users are taken to a streamlined registration page with minimal fields to complete — and even faster sign-in options are available for added convenience.
Education
Tech
As a warm welcome, the website invites visitors to subscribe and snag a discount on select courses. The popup sweetens the deal by prominently displaying the savings they'll enjoy by taking advantage of this offer and sharing their details.
edX
The company used an embedded form to encourage website visitors to sign up. The text clearly outlines why it's worth doing, and the CTA emphasizes that it's free.
Hyper Island
The company's website features a popup inviting visitors to join the VIP list and snag an exclusive, limited-time discount deal.
B2B
Backlinko
This b2b brand invites visitors to subscribe to their newsletter by leveraging social proof in lead generation form. Instead of simply stating that their newsletter is valuable, they feature a quote from an expert at a successful company. With just one field to fill out and a compelling CTA, it’s easy for visitors to take action.
Convince and Convert
This company has an embedded lead form on its website, inviting visitors to sign up for more insights through their newsletter. They make it clear how often you'll receive emails and allow you to select the types of content you're interested in.
Social Media Examiner
When a visitor tries to leave the website without converting, the brand triggers a popup that subtly dims the page and offers a free report packed with trends, stats, and valuable insights. There are two buttons — one to claim the offer, and the other encourages the visitor to go for it, hinting that they wouldn't want to miss out on such a great deal.
Lead Capture Form Best Practices for Better Conversions
Now that we’ve reviewed lead form examples, let’s break down how to create an attractive and effective lead gen form. Use these best practices to ease the process of crafting a successful lead generation form.
1. Use form builders with proven lead generation form templates
Creating a free lead capture form no longer requires developers — simply rely on user-friendly lead capture popup builders. With the right tools, you can easily build conversion-optimized widgets for your websites — from lead generation forms to popups, sliders, and countdown timers. These elements not only streamline lead collection but also elevate user experience by making your site feel more interactive and personalized.
To save time and ensure high performance, many marketers turn to ready-to-use templates. Whether you're aiming to collect emails, promote discounts, or run seasonal campaigns, starting with a well-designed pop-up template can streamline the process. These templates are crafted to follow best practices in UX and conversion, making them an ideal foundation for custom lead generation experiences.
For example, Claspo offers a library of over 700 free customizable lead generation templates, designed for various industries and purposes, making it easy to find one that fits your needs. Best of all, you can effortlessly customize each template to match your website’s branding for a seamless integration.
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2. Create an engaging design and strong CTA
An attractive, on-brand design can significantly boost your lead generation form's visibility and credibility. Ensure your lead collection form uses a clean layout, harmonious colors, and legible fonts that reflect your brand identity, making it inviting for visitors.
Equally important is a strong CTA. Instead of generic phrases, opt for action-oriented and benefit-driven language.
These phrases not only spark interest but also highlight the value your visitors will receive. For example, instead of generic phrases like "Submit," use:
- "Get Your Free Guide"
- "Claim Your Discount Now"
- "Unlock Your Exclusive Access"
3. Use as many form fields as you need, but not more
The most effective sales lead forms strike a balance by only asking for essential information. While gathering the data you need is important, overloading your lead generation form with unnecessary fields can deter potential leads. A multi-step form template is a practical way to collect more information without overwhelming the user at once. By dividing questions into smaller steps, you keep the process smooth and increase the likelihood of form completion.
Ensure your format of form highlights a clear value proposition that encourages visitors to share their information — whether it’s a free eBook, an enticing discount, or exclusive content. This approach makes it clear that the benefits outweigh the effort of filling out the form, creating a win-win situation for both you and your visitors.
4. Add social proof
By showcasing testimonials, trust badges, or well-known customer logos near the lead collection form, you reassure potential leads that others have benefited from your offerings. For example, a glowing testimonial from a satisfied customer can alleviate concerns and create a sense of trust.
Real-world examples, such as a software company displaying logos of renowned clients alongside their lead generation form, highlight the effectiveness of social proof in encouraging sign-ups. When visitors see that others have had positive experiences, they’re more likely to feel confident about submitting their information.
For example, here’s how Stem Kids used a customer testimonial in their popup.
5. Optimize for mobile
With many users filling out lead capture forms on mobile devices, ensuring your forms are mobile-responsive is crucial for maximizing conversions. Mobile-friendly forms should include easy-to-tap buttons for a smoother user experience and to reduce frustration. Auto-fill options can also streamline the process, allowing users to complete forms with just a few taps.
Creating a responsive lead form template that looks fantastic on mobile devices is a snap with Claspo. Our drag-and-drop editor lets you view both desktop and mobile versions side by side, making it easy to tweak anything you need. Plus, with the preview feature for different screens, you can ensure everything appears just right before going live.
6. Target the right audience and trigger at the right time
Leverage segmentation strategies to pinpoint specific visitor behaviors, demographics, or interests. For example, if a user spends a good amount of time on a product page, a targeted popup offering a discount or exclusive content can be highly effective in driving conversions.
Equally important is showing your lead form when users are most engaged, such as after they've scrolled a certain percentage down the page or lingered on a specific section, can significantly boost your chances of capturing their information.
With Claspo, you can fine-tune the conditions for displaying your form: choose the timing, location, visitor’s device, specific regions, and the pages users are coming from, etc., all to optimize engagement.
7. A/B test your forms
A/B testing your lead form is a way to discover what resonates best with your audience. By creating two or more variations of your form, you can experiment with different elements such as headlines, button colors, and layout designs. For example, you might find a more compelling headline like "Unlock Your Exclusive Discount!" outperforms a standard "Sign Up" prompt.
Claspo features a built-in tool that streamlines the testing of your popups. Simply select the variations you want to experiment with, and Claspo will automatically analyze performance metrics to determine which version resonates best with your audience. This means you can focus on what works best for your lead capture strategy and increase your conversions without the hassle of complex setups.
8. Reach out to qualified leads ASAP
When a visitor submits your lead capture form, timing is crucial. Quickly reaching out to captured leads can increase your chances of conversion while making a great first impression. A swift follow-up shows potential customers that you value their interest and are eager to assist them.
To effectively manage and process the data collected from your lead capture system, integrating them with your marketing platforms is a must. Claspo simplifies this with ready-made integrations to popular platforms like Mailchimp, Klaviyo, ActiveCampaign, HubSpot, Pipedrive, and more, making it easy to hit the ground running. You can also connect with any marketing app using webhooks, ensuring a seamless data flow that elevates your marketing efforts.
With these integrations, you can optimize your lead management process and build stronger relationships with your audience, turning interest into loyalty.
Common Lead Capture Form Mistakes (and How to Avoid Them)
When it comes to lead capture forms, small mistakes can lead to missed opportunities. Here are some common pitfalls, along with friendly solutions to help you sidestep these issues:
- Asking for too much information — overloading visitors with lengthy forms can scare them off. Keep it simple. Only ask for essential details like name and email. For more info, use progressive profiling to gather data gradually over time.
- Placing lead form templates in low-visibility areas — if your lead generation forms are hidden away, you’re losing valuable leads. Make sure they’re prominently displayed—consider pop-ups, sticky bars, or placing them above the fold on your site. Using a well-timed pop-up form not only improves visibility but also increases the likelihood of capturing qualified leads. These forms are especially effective when paired with compelling offers and smart targeting to match user behavior.
- Overwhelming frequency — we know, many users find pop-ups too frequent, which can be off-putting. Set thoughtful display rules to ensure pop-ups appear at the right moment.
- Instant appearance — displaying pop-ups immediately can frustrate users, think of waiting a moment before showing your forms, giving visitors time to explore your content first.
- Repetitive displays — about 19.2% of users get annoyed when the same pop-up appears every time they visit. Use smart targeting to ensure they don’t see the same form repeatedly.
- Uninspiring design — while only 5.7% of users find pop-ups visually unappealing, an attractive design is still crucial. Create eye-catching forms that align with your brand and designed to capture attention.
Next, Build Your Lead Capture Form with Claspo
Now that you’ve got insights and lead capture ideas, it’s time to put them into action. With Claspo intuitive popup builder, you can effortlessly create high-converting lead capture forms that truly resonate with your audience. Whether you’re looking to add gamification, A/B test your popup, or create a mobile-responsive design, Claspo features ensure a smooth user experience and instant results.
With a no-code popup maker, you can create engaging, high-converting lead capture forms without touching a single line of code. Tools like Claspo offer pre-made templates, advanced targeting rules, and design flexibility to help you launch effective popups in minutes.
Want an easy way to boost your lead generation? Sign up for Claspo’s free plan today and discover how simple it is to create engaging lead generation forms with our powerful features.
