Lead Generation Forms: 10 Examples To Capture More Leads in 2023

Madhurima Chatterjee

Capturing leads is like farming apples from a tree. Without the right tools (like grabbing pickers!), you can end up dropping more fruit, and I can tell you that every good apple is valuable to an apple seller—as much as every individual lead matters to a growing business.

With 53% of B2B marketers wanting to increase lead volume, it is no surprise that optimizing lead generation forms has gained priority in today’s business landscape. Your lead generation form —

  • may provide prospects with multiple irrelevant form fields, 
  • may be difficult to locate on your landing page, or, 
  • may prove to be impossible to submit, owing to a broken link or some other site problem. 

In such scenarios, your brand can face the brunt of a negative experience, that makes your potential customers run for the hills. This inevitably will lead to you missing out on that particular lead and many more.

You need lead generation forms whether you would like to build an email list or direct prospects to your CRM or sales reps. Leads grow your business; let’s face it, you need basic information to establish communication (or qualify them). 

So how can you create attractive lead generation forms that your website visitors would love to fill in?

In this blog, I will discuss what lead generation forms are, how you can optimize one to maximize lead capture, and finally, introduce you to 10 examples of lead generation forms that are high-converting and may prove to be a successful template for your brand!

What are lead generation forms?

A lead generation form is a web form used to collect contact information and other relevant information from potential customers or leads. Businesses and organizations utilize lead generation forms to generate leads for their sales or marketing activities.

Lead generation forms often request basic contact information such as name, email address, and phone number. They may sometimes ask for information relevant to the business or organization's needs, such as company name, job title, industry, or product preferences. However, stick to 3-4 form fields to reduce friction.

Salesforce lead generation forms


Businesses use the information acquired through a lead generation form to follow up with potential clients, build connections, and convert them into paying customers. Lead generation forms are generally placed on landing pages, social networking platforms, or other digital marketing channels to attract potential leads and begin the sales process.

Lead generation forms can be segregated into two varieties:

  1. List-building forms: These primarily aim to gather the most basic details from your potential customer so they can be clubbed into an email list. These forms have at most 3 form fields (name, email address, phone number) and are more frequently used in the top and middle stages of the sales funnel.

A good example will be this newsletter subscription form from HelpScout. With only one form-field, this presents the least amount of friction to potential leads signing up. They also have an option that provides the subscriber an option to opt in to receiving more resources, best practices, and industry tips.



  1. Lead qualification forms are more likely to be used at the bottom of the sales funnel to capture leads that have shown higher interest in your offers—and can be directly sent to your CRM for segmentation or directed to your sales reps for nurture and follow-up.

A good example is this demo booking form for the CRM product platform from HubSpot. Such forms have many form fields, all correlating to qualifying the potential customer's intent and urgency and specific needs of offers published by your company.

Demo form of HubSpot's CRM Platform


In this next section, let's see how you can best optimize your lead generation forms. 

How to optimize your lead generation forms?

The competition intensifies daily, making generating leads and improving business website traffic more difficult. Your lead generation forms require work on several elements to become high-converting and capture more leads on the table. 

Here are some ways you can optimize your lead generation forms:

1. Placement:

Your web form must be well visible and easy to find, but it also cannot overlap the content of your landing page. Remember, your landing page content is meant to direct them to the offer—if it is not visible or readable, then that defeats all purpose. 

You may schedule a pop-up to display after a specified time or when the visitor scrolls down the bar. However, make certain that the pop-up contact form is relevant to the landing page content and is coupled with a decent offer.

2. Design

This is a no-brainer, but your web form should be designed to capture a prospect’s attention. It should also blend in well with your website design and show off the most relevant attributes of your brand. Your form's design should incorporate business patterns, adhere to the color scheme, and always include the brand figurehead.

3. Form fields

Your web form must be fashioned to create the least friction in your prospect’s way of turning into a lead. This means the lesser number of form fields there are, the better. 

Choose every form field after careful consideration, and if possible, provide a single line of explanation as to why you require that detail from your prospect. A/B tests different form fields to find out what works best and optimizes your lead generation form for maximum lead capture.

4. Calls-to-action

The Call-To-Action button, or the CTA, is the final checkpoint you need to help your prospect overcome and convert them into a lead joining your email list. It must be original and creative. Use bold colors to make the button pop out, use strong verbs, and position it so that it is easy to find on your webpage. 

Knowing your target demographic and creating an ideal customer persona (ICP) will help create a consistent and convincing CTA that attracts attention and captures more leads.

5. Auto-responses

Most businesses ignore this, but sending an automatic response to the prospect upon form completion can show more accountability and capture more leads. 

With this action, you can thank the lead for filling out your form, provide the next steps, and notify them that the submission was successful. You can personalize the message by including the lead's name and other important information.

BONUS: You can drastically increase lead capture if you introduce a special offer in your lead generation form. It could be a free trial, a checklist, an e-book, or a webinar invitation. As long as it is a resource that persuades a user to provide you with their email address, it should be used as a lead magnet in conjunction with the lead generation form. 

What makes a good lead generation form?

Here are a few best practices to help you create effective lead generation forms that maximize lead capture for your business:

1. Good positioning

You should try and keep the lead generation form above the fold. This means that ideally, your site visitors see the web form before they see the landing page. This reduces friction and psychologically triggers them to fill in their details naturally.

You can also place the form next to a picture of the offer, that recapitulates everything your potential customer will attain once they sign up, or, you can place it to appear as a pop-up, once your prospect clicks on an eye-catching button.

2. Clear header and powerful CTA

Research indicates customized CTAs convert 42% more customers compared to those targeting anyone and everyone. Knowing your ICP is critical in this case.

Ensure the header on the web form clearly spells out what your prospects would be signing up for. Make the CTA eye-catching, bold and incorporate strong verbs to inspire action.

3. Length of the form

Now, this is tricky. You want to keep the number of your form fields less, so that it doesn’t scare your potential leads away, but if you are looking to qualify your leads, it is advisable to include a few more form fields, than just the basic contact details. 

Shorter forms generate more leads, but longer forms generate better qualified ones, which have higher chances of getting converted into customers. This is why it is important to A/B test your forms and find what works best for you!

4. Providing social proof

Customers trust other customers best. You can drastically raise the quality and efficacy of your lead generation forms by including a couple of testimonials from satisfied past customers, or even introduce a carousel of the most notable brands you have helped with your products or services.

5. Show the human behind your form

This is an underrated tactic, but may work wonders in getting more prospects to sign your lead generation form. The rise of artificial intelligence has made everything feel generic—but that is one thing your customer experience shouldn’t portray. Make your potential leads feel the human touch by incorporating a picture of one of your customer success represesntatives on the form.

BONUS: It may come off as quite a surprise, but “Submit” on a lead generation form may instead do the opposite and deter your potential leads from signing up. Use words like “Go!”, “Click Here” or “You’re Done” to overcome any commitment issues and capture more leads.

10 examples of lead generation forms to capture more business in 2023!

Here are my top 10 lead generation form favorites with key takeaways that you can use to inspire your business and boost lead generation in 2023.

1. RevenueHero

The lead generation form for RevenueHero is a simple contact form that asks for basic details to book a demo meeting for you with the company. In their own words, you can book a demo to “experience how RevenueHero can accelerate your pipeline”. 

It provides information about the duration of the demo meeting (30 minutes). It also attests to its personalized approach to help you find a solution best suited to your business using the RevenueHero product.

The window is divided into two sections, one with the contact form and another stating what the demo session covers, alongside a client testimonial. This builds trust and persuades the prospect to further sign up for the demo call.

RevenueHero form


Key Takeaways:

  • Simple to fill, with only 4 form fields.
  • Clear CTA button.
  • Customer testimonial boosts credibility.
  • Concise agenda clears up any expectations on the prospect’s end, giving them a clear reason to sign up.

2. Dropbox

The Dropbox lead generation form serves the basic purpose of signing up for an account on their website. You can find it easily on the home page (the header bar keeps to the top as you scroll down). 

The home page, which also doubles up as the landing page, provides an overview of how Dropbox can help you and why you should sign up. This makes a case for the brand and persuades a website visitor to register to use the product.

Dropbox form


Key takeaways:

  • Simple to fill, with only 4 form fields.
  • Optional sign-in with your Google account.

3. Unmetric

The Unmetric lead generation form is a demo booking form that asks for basic details. The most noticeable attribute of this contact form is the form field, where they ask what the prospect wants to convey about taking the demo (if anything). 

The single-line introduction to the lead generation form states the value that a prospect would get by signing up for the demo. In their own words, the prospect can take “10 minutes to find out how Unmetric can help reshape your social media efforts”.

There is a section for customer testimonials alongside the form, and underneath it is a carousel of names and logos of the most notable brands the company has worked with.  

Unmetric demo form


Key Takeaways:

  • Simple to fill, with only 5 form fields.
  • A personalized messaging section for the prospect to convey their concerns.
  • Clear CTA button.
  • Customer testimonials to boost credibility.

4. Wunderkind

The lead generation form from Wunderkind has its cons (I am talking about the seven form fields), but they make the relevance abundantly clear in the short introduction.

This performance marketing agency helps you reach new customers through omnichannel marketing through your own channels without relying on cookies. The lead generation form gives the prospect an estimate of the revenue the company can generate for them.

The contact form can be easily located on the homepage, which creates a great first impression with its bold colors and funky text. 

Wunderkind form


Key Takeaways:

  • Unique form design correlating effortlessly with the company branding.
  • Easy to locate on the home page.
  • Carousel of names and logos of notable brands the company has already collaborated with.
  • Client testimonial breeds brand credibility.

5. eHarmony

The lead generation form for eHarmony is a delight to fill out for users. Not only is it simple, but it is also visually enticing.

This web form is the first thing you see when you access the site. The signup indicates that it is free, which is a bonus given that eHarmony is a premium dating site. 

The visually appealing form design, which features colorful circles that function as checkboxes, complements the company's branding. Visitors can sign up quickly and easily with only five form fields.

The form is followed up with statistics garnered by customers using the application, and multiple programs, all with bright CTA buttons.

eHarmony form


Key takeaways:

  • Simple to fill, with only 2 form fields. 
  • Easy to locate on the landing page.
  • Visually enticing design complementing company branding
  • Straight-up display of the “Free Sign-up” benefit.

6. Slack

With its multi-step lead generation form, Slack keeps things simple. The form requests an email address before redirecting you to another landing page to fill out a few additional fields. 

The lead generation form is visually appealing and offers amusing animations that do not distract you from completing the form.

It starts here…

Slack form


…and ends here.

Slack - Create a new workspace form


Multiple steps are involved in the middle, asking for relevant details from the prospect.

Key takeaways:

  • Multiple steps ensure that the prospect isn’t overwhelmed by the number of form fields.
  • Animations make the experience appealing without distracting form-filling.

7. Salesforce

Salesforce uses a LinkedIn Lead Gen Form to encourage prospects to download their State of Marketing Report, which acts as the lead magnet. 

Many form fields exist, but most information is pre-filled from the prospect’s LinkedIn account through seamless synchronization. 

Salesforce form


Key Takeaways:

  • Tease content to attract clickthroughs.
  • Utilize the pre-filled forms feature provided by LinkedIn Lead Gen Forms by requesting more information than usual to qualify leads better.
  • Bold and clear CTA.
  • A short overview clears up any expectations on the prospect’s end.

8. Airbnb

The lead generation form from Airbnb is the first thing you see when you step into their website. It seamlessly extracts information from your Google or Facebook accounts to complete the form fields.

The form is intelligent in assuming that the prospect may have questions relating to why they must provide certain information—they have inserted question mark buttons next to specific form fields that, when clicked on, explain why Airbnb requires that specific information.   

Airbnb also validates whether you wish to receive marketing emails from them before signing up.

Airbnb form


Key Takeaways:

  • Optional sign in with your Google account.
  • Opt-in for marketing messages.
  • Easy to locate on the homepage.
  • Explanations pre-included for prospects to let them know why certain information is required.

9. RocketMortgage

For some industries, such as loan and mortgage, it helps to know as much as possible about the prospect before they become a lead (easy to qualify and personalize communication). For this reason, the RocketMortgage lead generation form is perfect.

It is broken down into a multi-step approach so that prospects are able to fill out the form easily. The user interface is also helpful with appealing button-like selection options.

The questions are key to lead qualification and allow for better lead segmentation in the CRM.

This is how it starts…



…and proceeds to something like this.



There are more steps, but you get the gist!

Key Takeaways:

  • Multiple steps ensure that the prospect isn’t overwhelmed by the number of form fields.  
  • Bold and clear CTA to “Start the Conversation”.
  • Easy to navigate with appealing visual button-like selection options.

10. Optimizely

The Optimzely lead generation form is easy to locate with the eye-catching “Get Started” button in the top right-hand corner of the homepage. 

There are multiple form fields, but the form appears shorter owing to the multiple-step breakdown, with only two form fields visible simultaneously.

Besides the contact form is an overview stating the process Optimizely processes each contact inquiry. Below is a carousel of names and brand logos of the most notable brands the software has helped out.  

Optimizely form


Key takeaways:

  • Multiple steps ensure that the prospect isn’t overwhelmed by the number of form fields.  
  • Bold and clear CTA to “Get Started”.
  • Concise agenda clears up any expectations on the prospect’s end, giving them a clear reason to sign up.

Now that you have captured all the leads you would like—what’s next?

Lead generation forms lend you the ability to boost conversions while providing a wonderful user experience on your website. However, acquiring as many leads as you would like and ensuring a steady inbound lead flow is only the first checkpoint in your sales process. 

How do you keep track of every individual lead, pay the right amount of attention to those ready to pay you handsomely for using your products or services, and make it easy for your potential customers to get in touch with you, with their respective concerns?

Introducing RevenueHero, your perfect solution for lead qualification and distribution—that also doubles up as an instant demo booking and meeting scheduling software.  

Using RevenueHero, you can book twice as meeting and raise your form-fill to meet scheduling ratios!

Curious to learn more? Book a demo on the platform right away!

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