Lead Capture: What it is & How to Capture More Leads

Every business needs a steady stream of leads to grow revenue and the business. It begins with lead generation and concludes with lead conversion.

Lead generation is the process of converting a prospect to a lead through lead nurturing. It involves attracting leads to your website and encouraging them to engage with your business.

Lead capture is a separate but essential part of the lead generation process. Without lead capture, all you have is a visitor on your website.

Lead capture refers to both the action and method of capturing visitors’ information and storing their details in your CRM or lead database. Capturing leads involves using a mechanism (e.g., web form) that enables visitors to input and submit the qualifying information you are trying to collect (e.g., name, email address).

The lead capture process works as follows:

A visitor fills out your lead capture method (e.g., lead capture form)

They submit their information by clicking on the CTA (e.g., Get a Demo). The information they provide depends on what you request, but it can include name, email address, company size, and more

They become a lead, and their details are captured in your CRM or database

They receive your offer (e.g., demo, eBook) in exchange for the information they provided

It’s important to limit how many times or ways you attempt to collect a prospect’s contact information. It can become intrusive and result in driving them away, which is not what you want to happen.

There are many different ways to capture leads for your business. To follow are nine of the more popular lead capture methods.

A lead capture page is a type of post-click landing page. It is designed to allow the visitor to provide their information in exchange for a valuable piece of content.

The lead capture page must balance the ask and the reward:

The ask is what’s requested in the lead capture form fields The reward is what the lead receives in exchange for their contact information

For example, ClearScore offers the individual their credit score and report for free once they provide their email address.

A lead capture form often makes up a key part of the lead capture page. It can also be added to any page on your website that attracts visitors, who you want to convert into leads.

The form consists of fields of data that the visitor must fill out to collect their information. It also includes a CTA, which tells them what to do or what will happen when they submit the form.

The form makes it easier for a prospect to provide their information. It also eases them into a relationship with your brand.

For example, Megalytic’s lead capture form captures the lead’s contact information in exchange for a free 14-day free trial of its client reporting and data dashboard.

Lead capture software collects data about visitors who have shown some level of interest in your product or service. It also includes methods that you can implement on your site to capture lead information, syncs that data with your CRM, makes it easier to segment and score your leads, and follow up with them.

Lead capture software integrates with landing pages or web pages and engages with visitors dynamically. It also enables you to analyze the collected data and create strategies for your sales and marketing teams to use when reaching out to leads.

Examples of lead capture software include:

Pop-ups are designed to interrupt a visitor when they visit a specific page on your website. They help to prompt a specific action, such as providing their email address.

There are five main types of pop-ups used for lead capture:

A click pop-up appears when a visitor clicks on a specific image or piece of text on your website. It is typically used to encourage the prospect to interact with your brand.

An entry pop-up is used to notify the prospect of a special offer.

An exit pop-up appears when the visitor appears ready to exit the page or website. It is the last option for capturing the prospect’s attention before they leave.

A scroll pop-up appears after the visitor has been scrolling through the web page for some time and has shown some interest. It uses scrolling distance to determine their interest in your offer.

A timed pop-up appears when the visitor has been on your website or a specific page for a specific set of time. It uses time to determine whether they have interest in your offer.

For example, Justuno uses a click pop-up, which asks the prospect to provide their contact information in exchange for a walkthrough of Justuno Plus.

​​Email capture apps enable you to collect website visitors’ email addresses to add to your database or mailing list. They offer another way to capture a lead’s contact information, supporting other lead capture tools on your website.

Email capture apps are similar to lead capture forms, but they only collect email addresses. Typically, you offer your visitor the option to join your email list or subscribe to your newsletter but can also include other types of offers.

Email capture comes in different styles:

Contact forms are separate web pages that collect a visitor’s contact information, including their email address. They can also be used to schedule demos, request quotes, and set up meetings.

Pop-ups and slide-ins are boxes that either pop up or slide in (hence the name) on a page of your website.

Header bars are small bars that are located at the top of the website or page. The bar usually stays visible when the visitor scrolls down the page.

Widgets and in-page email captures are plug-ins that integrate email capture into your website. They tend to be less intrusive than pop-ups and slide-ins.

For example, ActiveCampaign uses a header bar to collect visitors’ email addresses. The header bar remains visible even when you scroll down the page.

Appointment scheduling apps enable website visitors to schedule a meeting with your sales team. These can integrate with your existing website via webforms or can be used to create custom booking pages that include fields to capture information.

These tools typically require the prospect to enter their name and email address or phone number. Some can also embed their booking app into your email for when you do cold outreach or follow up with a lead that hasn't booked a meeting yet.

For example, you can install Chili Piper’s Concierge on your website. It enables visitors to fill out a demo request and immediately schedule a time and date to meet with a sales rep.

Live chats involve a link (either static or pop-up) to a live customer support rep. The visitor can contact the rep to ask questions or request more information about your products or services.

It enables visitors to get immediate answers to their questions without having to search through your website. It also creates a positive impression of your brand, which can help with building a long-term relationship.

The live chat rep can ask the visitor for their contact information to provide more information via email, set up a free demo, and more.

For example, Vend by Lightspeed has a link to a live chat rep on their website. The chat box is primed with an introduction and lets you know how long you will have to wait to speak to the live chat rep.

Chatbots are computer programs that use machine learning, artificial intelligence, and/or preset algorithms to interact with visitors. They are often capable of answering simple questions, in effect replacing a live customer support rep.

Chatbots can also be programmed to pass along questions to a live customer support rep. They can request the visitor’s contact information, enabling you to turn the prospect into a lead.

Once you collect the lead’s email address, you can provide them with a copy of the conversation when the conversation ends. You can also send additional information related to their questions, as well as an offer to provide more support.

For example, Roof Ai is a real estate chatbot that automatically engages with website visitors.

Many different tools can help with engaging website visitors while capturing their contact information. Examples include calculators, quizzes, and surveys.

These tools are created for your website to entertain or educate your visitors. External tools can be used to accomplish some of this, but they are custom to your website and provide value to your readers.

These types of tools encourage prospects to provide their email address by giving them something of value. In most cases, the valuable content relates directly to their situation or interests.

Calculators enable the prospect to compare costs between two similar products or services, evaluate their spending, get estimates on major purchases, and more. Quizzes and surveys can collect responses on industry trends, personal interests, or fun and interesting topics.

For example, Calconic’s budget calculator for weddings enables prospects to calculate how much their wedding will cost. They can also book a free consultation to learn more.

These tools often involve collecting more detailed information from prospects in addition to their email address. Because the prospect is getting something of value to them, they are (hopefully) having a positive experience with your brand, therefore making you memorable as a brand that provides value. While traditionally thought of as transactional, sometimes simply being helpful is the best form of lead generation.

Lead capture is an essential step in the lead generation process. It enables you to begin nurturing the lead on the way to turning them into customers.

As you have just read, there are many ways to capture a lead’s contact information. Use our guide to create a lead capture strategy that supports your lead generation efforts, and that works for your business and goals.

About the author

David Gargaro

Freelance content writer & copy editor | I help businesses gain more attention by writing better stories | Articles | Blog posts | Case studies | Website content | Marketing materials