A lead generation form is the gateway to your sales funnel – if it’s not converting, you’re losing business. Whether it’s for a newsletter signup or gated content, the form’s design, length, and copy determine how many leads you actually get. These forms are most effective when placed on dedicated landing pages, where distractions are minimized and the user’s attention is focused on a single action – completing the form.
Lead gen forms serve as the crucial first step in acquiring leads. The impact of this initial stage in digital marketing strategies cannot be overstated. Ron Karr captures this perfectly, noting that “the way you position yourself at the beginning of a relationship has a profound impact on where you end up” (M. McDermott, What’s the Real Cost of Your Forgotten Leads?, 2020), a sentiment that, for marketers, primarily concerns lead acquisition.
In this article, you’ll find:
- 22 real-life examples of lead generation forms – from minimalist opt-ins to multi-step formats
- Proven tips for creating forms that convert more visitors
- Best practices for optimizing forms
- Key metrics to track and measure your form’s effectiveness
Skip the guesswork and see what actually works in the wild.
What Is a Lead Generation Form?
A lead generation form collects key details – like name, email, or phone number – from people interested in your product, service, or content. You’ll often see these forms on landing pages, websites, or inside emails.
Their goal? Turn anonymous visitors into leads you can follow up with and convert into customers.
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How Do You Measure the Effectiveness of a Lead Generation Form?
To measure the effectiveness of a lead generation form, start with A/B testing. Convert’s report states that the averageincrease in CR after implementing changes based on A/B testing results (only those that reached statistical significance) is 61% (D. D. Hutt, 42 Conversion Rate Optimization and A/B Testing Stats For 2022).
To track performance, monitor key metrics:
- Conversion Rate, the percentage of visitors who fill out your form.
- Cost per Lead, a metric that calculates how much you spend (ads, tools, etc.) to get each lead.
- Form Abandonment Rate, the number of users who start filling out the form but leave before completion.
- Lead Quality, a metric that assesses the quality of leads by how many of them eventually convert or take action.
- Lead Source, a metric that determines which channels (social, search, email) bring in the most leads.
Forms that work start here! Experiment with various form to find best-performing one!
What are the Best Practices for Creating Lead Capture Forms?
Great lead capture forms are simple, persuasive, mobile-ready, trustworthy, and placed where they get noticed.
Here’s a quick checklist to guide you:
- Keep it short. Ask only for essential info to reduce friction.
- Write with purpose and use clear headlines and labels that highlight what users get.
- Design for mobile to make sure your form works on all screen sizes.
- Use progressive profiling. Show shorter forms to return visitors and collect more data over time.
- Build trust by adding a brief privacy note to show users their data is safe.
- A/B test everything – layouts, copy, and button placements – to boost conversions.
How to Optimize Lead Gen Form?
To improve performance, add smart fields, social proof, conditional logic, and auto-fill features. Here’s why each matters:
Smart Fields
Nobody likes entering the same info twice. Smart fields recognize return visitors and either pre-fill their details or hide fields they’ve already completed – making forms faster and less frustrating. This creates a smoother, less repetitive experience, increasing the likelihood of conversion.
Social Proof Elements
Incorporating social proof into your lead gen forms can significantly boost trust and encourage completion. Show users they’re not alone. Add elements like:
- Testimonials
- Client logos
- Stats (e.g., “10,000+ users”)
- Trust badges
These boost credibility and make people more likely to submit.
Conditional Logic
Avoid one-size-fits-all forms. With conditional logic, your form adapts based on answers. Ask targeted follow-up questions so users only see what’s relevant. This makes the form feel less intrusive, improving the user experience and the quality of the leads you collect.
Auto-Fill Options
Auto-fill options streamline the form completion process. Let users fill in their info with a tap using browser-stored data. It’s faster, easier, and reduces errors – all key for conversion.
Pro Tip: Use a dedicated Form Builder to streamline setup and test changes quickly.
Streamline your form optimization efforts and boost productivity through a dedicated Form Builder.
22 Best Lead Generation Form Examples
The best lead gen forms vary by industry and intent, so let’s explore a few standout examples built for different marketing goals.
#1 Hire with Near
The contact form by Hire with Near stands out for one clever reason – it speeds up the sales conversation.
Most contact forms convert at just 1%, according to a study of 650,000 forms by Formstack (H. Pun, What Is the Average Conversion Rate?).
A big reason? Users often wait too long to get value after submitting.
Hire with Near tackles this by asking up front for details that would normally come later in the sales process. Instead of limiting fields, they expand them – smartly – so reps can act faster.
On the flip side, the said landing page lacks some visuals to drive a positive vibe and leverage user experience.
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#2 Similarweb
Registration forms are a standard lead gen tool – and Similarweb nails the format by keeping it clean and minimal.
The layout is simple, there’s just one field, and it’s fast to complete.
Omnisend’s data backs this up: single-field sign-up forms can hit 7.5% conversion, while multi-field forms rarely top 5% (B. Meyer, The Best Signup Forms for High Conversions, 2022). Similarweb probably knows it well, as we can deduce it from the example below:
Another smart touch? The “No credit card required” subheadline adds value and lowers friction. However, the font size is too small, so many visitors may miss this crucial point.
#3 Guru Conference
This event registration form by Guru Conference stands out for its bold design – perfect for creating a welcoming, energetic feel.
Forms of that kind should be appealing to evoke positive emotions around the event. That way, an event may seem more inviting and accessible to the hesitant. Have a look at this fresh, vivid design below, made up of vibrant elements, fonts, and shining colors.
The copy helps too: it positions free entry as a reward for completing a longer form, and uses urgency (“space is limited”) to push action.
However, almost all fields are mandatory. That’s risky – users who hesitate on even one may abandon the form. In fact, Econsultancy reports that making fields optional led to a 31% higher conversion rate and better purchase behavior (J. Rondeau, How to Optimize Your Lead Generation Forms, 2013).
Info: In Landingi, you have at your disposal a ready-to-use Form Builder, which allows you to choose a design that fits your needs and then personalize it with style elements, fields, checkboxes, and additional options like autoresponder, etc.
#4 Morning Brew
Morning Brew’s newsletter form is a strong example of how less is more.
It asks only for name and email – keeping friction low and conversions high. It also clearly shows the value: what content you’ll get, how often, and why it’s worth your time.
Rather than just saying they share news, the form focuses on how the news helps subscribers. That’s the real hook.
One thing to be improved is the overall design.
It’s good that the layout below is clear, but it could gain more if discreetly enriched with some visuals.
#5 Mind
Mind’s donation lead generation form applies a simple principle: reduce typing wherever possible.
Creating an effective donation form is always a hard nut to crack. A study conducted by Formstack revealed that the average conversion rate for them in 2014-2015 was 4-7%, while the overall CR for lead gen forms benchmarked the same way hit 7% (A. Nanji, Conversion Benchmarks for Seven Types of Online Forms).
To tackle it, Mind divided the process into two stages using a multi-step form. But does it actually work?
Venture Harbour reported that changing a simple contact form to a multi-step one boosted conversions from 0.96% to 8.1% – a 743% increase. Another test saw conversions jump from 11% to 46% when a “tool-like” multi-step form was used (M. Taylor, Why Multi-Step Lead Forms Get up to 300% More Conversions, 2023).
Mind’s version requires no typing in the first step – just quick clicks. It’s a smart way to reduce friction.
What could be better? The CTA button color blends with selected options, making it easy to miss.
#6 Chetu
Chetu shows how to do pop-up lead gen right – with clear CTAs and strong incentives.
While average pop-up conversions hover around 3% S. Edwards, On-Screen Pop-Ups: Annoying, But Are They Effective?, 2022), adding visuals makes a big difference. Wisepops found that image-based pop-ups convert at 4.96%, nearly double the rate of those without (P. Lawrowski, Popup Statistics).
Chetu’s pop-up nails it with value-focused messaging and a clean visual layout. It’s proof that thoughtful design and compelling incentives or free resource offers still win in a format many users dismiss.
Ready to grow your list? Create stunning pop-up forms with Landingi in minutes.
#7 WebFX
WebFX demonstrates a clever use of Facebook lead gen forms – even though their current setup misses an opportunity.
Facebook Lead Ads let businesses collect info right inside the platform, auto-filling contact details from user profiles. It’s faster and smoother than sending users off-site.
But WebFX redirects users to their website after a Facebook CTA click. A better route? Embed the form directly within Facebook to capture leads instantly – cutting friction and boosting conversion potential.
#8 IDC
IDC delivers a great B2B lead gen form by keeping it clean, focused, and free of distractions.
B2B buyers make decisions based on data – not flashy design. This form skips unnecessary visuals and avoids common friction points, like a phone number field. That’s smart, considering that including a phone number field can raise abandonment rates by up to 37% (Deeksha A., How to Improve a Contact Form for More Conversion?, 2019).
The downside? The form is a bit long and pushes past the fold. A few fields could easily be trimmed.
Pro Tip: This no-frills approach only works if your lead is already warmed up. According to MarketingSherpa, 73% of leads aren’t ready to buy (D. Kirkpatrick, The Complex Sale, 2012). Even the best form won’t convert cold leads – nurturing still matters.
#9 Goldman & Associates Law Firm
Goldman & Associates Law Firm streamlines legal intake with a smart combo: multi-step form + real-time scheduling.
Legal services are high-stakes, and users often drop off when the next step feels unclear. This form removes the guesswork. It starts with a calendar to book an appointment, showing live availability, followed by a short form asking only for essentials: name, phone, email, and a brief case summary.
This structure reduces uncertainty and speeds up decision-making – two key challenges in legal lead gen.
Pro Tip: Add pre-filled fields for returning visitors and offer reminder options via text or email for even better follow-through.
#10 Langbase
Langbase’s waitlist form is a masterclass in simplicity and social proof.
It features one bold CTA – “Join the waitlist” – and backs it up with credibility: 16K developers already joined. That’s bandwagon framing in action, a proven persuasion tactic for scarcity-based offers.
With a single email field, the form is frictionless and fast – ideal for pre-launch platforms that need quick traction.
#11 The Perfect Loaf
The Perfect Loaf uses clear messaging and trust signals to grow its newsletter list – perfect for a crowded niche like food blogging.
The headline is benefits-first, followed by strong social proof: 122K+ bread lovers already subscribed. The CTA reassures with zero risk – “No spam. Just bread.” Major publisher logos add credibility.
The single-field design makes signup easy, but there’s room to level up – offering a preview like “Get 3 free recipes” could boost conversions even further.
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#12 MUSCAT
Make it personal, make it rewarding… Let’s take a look at a quiz-based lead generation form by MUSCAT.
This form turns sign-up into something users actually enjoy.
Instead of asking for info upfront, the form leads with a style quiz that matches users to the perfect eyewear – based on face shape and fashion taste. The experience is interactive, personal, and visually engaging.
Crucially, the form delays asking for contact details until value has been built. This “delayed gating” lowers bounce rates and increases emotional investment. It doesn’t feel like a form – it feels like a style tool.
If your brand can offer personalization, pairing it with quiz formats and soft CTAs is a proven way to drive conversions without pressure.
#13 Neoplants
Neoplants keeps its newsletter signup human, honest, and refreshingly simple.
A real team photo paired with informal, friendly copy builds instant trust. The form asks for just three things – name, email, and location – making it quick and friction-free.
By focusing on tone and authenticity instead of hype, Neoplants shows that personality can convert, even in a basic newsletter form.
#14 Pippit
Pay attention to Pippit’shigh-converting signup form – it combines clarity, speed, and incentive to great effect.
It starts with a bold value statement, followed by three sharp bullet points that outline exactly what users get. The left panel builds curiosity and confidence – before you even log in.
But the real win? Instant access options. Instead of filling out a form, users can sign up with one click via Google, email, TikTok, Facebook, or CapCut. No typing, no friction – just go.
#15 HubSpot
HubSpot nails enterprise lead gen with a form that informs, qualifies, and converts in one go.
Used for gated registration to a live masterclass series, the form is supported by strong copy that outlines pain points and promised outcomes. It’s clearly aimed at senior marketers looking for practical solutions.
This is how you turn a registration form into a value-driven entry point for high-value B2B leads –clear, strategic, and built for conversion.
#16 Seuss+
Seuss+ uses gated content smartly, with a form that’s short, well-placed, and built to qualify.
Positioned alongside high-value content, the form asks only for name, email, and company – just enough to identify B2B leads without slowing them down.
It’s a clean example of how to collect qualified data with minimal resistance, especially effective for service providers in technical or regulated sectors.
Capture more leads with smarter forms! Use Landingi to launch high-performing campaigns.
#17 Neil Patel
Neil Patel’s form integrates seamlessly into the product experience – low-pressure, useful, and conversion-focused.
It starts with a single question: “What’s your website URL?” From there, users are guided through five quick steps that offer real-time insights. There is no hard sell, just immediate value.
Behind the scenes, the form segments leads based on their answers, enabling personalized follow-ups and better qualification. It’s a subtle but effective way to turn micro-engagement into a high-performing funnel.
#18 KlientBoost
KlientBoost’s lead gen form builds instant trust by offering a free marketing plan based on insights from 250+ clients.
Rather than asking for contact info first, it opens with a single question: “What are your goals?” This small interaction creates engagement and primes users for follow-up.
It’s fast, focused, and makes the user feel like the plan is tailored – not generic.
#19 Manhattan Realty Group
This online form by Manhattan Realty Group uses a decision–first approach to filter intent fast and guide users efficiently.
Instead of starting with a long form, it asks a simple question: “Rent or Buy?” That binary choice filters user intent fast, sets a clear path, and improves lead quality.
What makes it work:
- Micro–conversion design, where a single, low-friction action builds commitment and momentum.
- Intent segmentation, where users are filtered early, allows for personalized follow-up and relevant listings.
- Clear, action–driven layout which draws focus, making the decision easy and fast.
This style is perfect for real estate or multi-audience platforms – it feels like a conversation, not a form.
#20 Pete & Pedro
This example showcases another quiz-based form, this time by Pete & Pedro, which follows the same winning formula as MUSCAT: personalize first, capture later.
Users take a quick grooming quiz before entering their email. Once they complete it, they get a 15% discount – an incentive that adds urgency and makes the form feel like a value exchange, not a hard ask.
It’s simple, interactive, and conversion-friendly.
#21 Bulkly
The following form by Bulkly nails it with a bold offer and playful persuasion.
It offers to import 100 past Buffer updates with one click. The form is short and bold. The kicker? A witty opt-out button that makes saying no feel silly.
This blend of quick action and personality keeps conversions high and bounce low.
#22 Isabelle Grace
The last example showcases a gamified lead gen form from Isabelle Grace that turns email capture into an interactive, fun experience that boosts engagement and conversions.
Instead of a static discount code, the brand uses a “Spin to Win” wheel mechanic, offering users a chance to win rewards just by entering their email. This not only adds excitement to the signup process but also taps into the psychology of variable rewards, a technique proven to increase user participation. Note that this form provides a subtle opt-out option with the messaging “No, I don’t feel lucky,” which gives users an easy way out without adding pressure, making the experience feel optional rather than forced.
This approach proves particularly successful for direct-to-consumer e-commerce brands, notably within the beauty, fashion, and accessories sectors. It illustrates how a simple form can be transformed into an engaging and enjoyable brand interaction.
How to Create a Lead Generation Form?
To create a lead generation form on your landing page and make your campaign truly effective, use Landingi’s Form Builder. This built-in feature simplifies the entire process of designing, customizing, and integrating high-converting forms without needing any coding expertise.
Ready to grow your list? Create optimized lead capture pages with Landingi.
1. Add Form and Start Editing
Add a form and click it to start customization. Use the context menu to resize or move it. On the right-hand panel, adjust typography, background, labels, and styles – all with a few clicks.
2. Design the Form
Choose from pre-built styles – vertical or horizontal – and customize colors and fonts to match your brand.
Landingi also offers a gallery of ready-made form sections. Just drop one in and make it yours.
3. Modify Form Settings
Once your design is in place, open the settings panel to configure how your form works.
Form Fields
Click Form fields, add new fields, or edit existing ones. You can also click a field to change its label, format, or requirements.
Email Integration
In the Email integration tab, you can enter your email address to send leads. Another option is to integrate your form with an external tool.
Integrations
If you’re using other platforms and want to connect them with your landing page form, head over to the Integrations tab. You’ll find direct integrations available within Landingi there.
Next Action
Then, choose what happens after submission: show a thank you page, redirect to a URL, or send users to another landing page.
Autoresponder
Set up automated follow-up emails. Personalize messages using lead data like name.
What Types of Forms Generate Leads?
Lead generation forms come in many formats, each suited to different goals:
- Contact forms for general inquiries and sales outreach
- Newsletter sign-ups to grow email lists
- Registration forms for gated content or platforms
- Event forms for webinars or conferences
- Donation forms for nonprofit fundraising
- Pop-up forms for time-sensitive offers
- Social media lead forms for fast, in-platform capture
The best form depends on your goal and audience, but the same rule applies to all types: keep it short and focused on value.
Forms that include personalization (like quizzes or calculators) or show progress tend to convert better. They engage users first – then collect details when interest is high.
Don’t just collect data – convert it! Build lead-focused forms and pages with Landingi.
When Is Splitting a Form into a Funnel a Better Option?
Splitting a form into a funnel is a better option when you want to increase completion rates by reducing cognitive load and improving user flow. Choosing a funnel-type or a multi-step form can be a better option in several situations:
You’re Asking for a Lot of Info
Long forms can feel overwhelming. Breaking them into short, manageable steps makes users more likely to start and finish the process.
You Want to Improve UX
Multi-step forms reduce cognitive load and keep users engaged with progress bars or visual cues that show how far they’ve come.
You Need to Qualify Leads
Asking key questions in early steps lets you segment users and route them to the right sales or content funnel based on their answers.
You Want Higher Conversions
Multi-step forms often outperform single-page versions – especially when the first step feels quick and low-commitment.
You’re Targeting Mobile Users
Small screens make long forms harder to use. A step-by-step layout is more mobile-friendly and easier to complete on the go.
You Want Real-Time Personalization
Based on earlier answers, you can dynamically adjust later steps – personalizing the experience without making the form feel longer.
You Want Cleaner Data
Validating input step-by-step (like email formatting or dropdown selections) helps prevent errors and reduces bad submissions.
However, it’s important to note that not all forms require a multi-step approach. If your form has only a few fields, keep it simple. For basic lead capture (like name + email), a one-step form is faster – and often more effective.
What Is a Good Conversion Rate on a Lead Generation Form?
A strong lead form typically converts between 10% and 20% – but this depends on your industry, audience, and how much you ask from users.
High-performing forms are short, value-focused, and continually optimized. Even small changes – like rewording a headline or removing a field – can boost your conversion rate over time.
From examples to execution – build better lead gen forms with Landingi now.
Inseparable Duo: Lead Generation and Landing Pages
Lead generation forms and landing pages are essential tools for capturing qualified leads and turning website visitors into engaged prospects. With a focused landing page and a well-optimized form, your chances of conversion increase dramatically.
Landing pages offer a distraction-free space tailored to one goal – often, to collect user data via a form. When the form is short, valuable, and easy to complete, it becomes a powerful conversion asset. And when both are personalized and tested, you build not just leads, but intent-driven leads.
To make the most of your efforts, keep these proven tactics in mind:
- Keep forms short and focused on a single goal.
- Use personalization and dynamic fields to increase engagement.
- Split longer forms into multi-step funnels to reduce abandonment.
- Use gated content, quizzes, or calculators to offer upfront value.
- Place forms strategically – above the fold or after strong value sections.
- Use pop-ups or social media forms for quick, high-volume lead capture.
- Test everything: headlines, CTAs, button colors, and form fields.
- Always align form content with user intent and page context.
Continuous testing and optimization are key – small improvements in layout, copy, or structure can lead to big lifts in performance. Landing pages give you control, and a tool like Landingi gives you the flexibility to build, test, and optimize all in one place.
With Landingi, you can create high-converting landing pages using proven templates, interactive elements (pop-ups, counters, sliders), and integrations with email and CRM tools. You may also use a built-in Form Builder, which allows you to create customizable forms for data collection (leads), feedback, downloads, etc. Built-in features like A/B testing, dashboards, and EventTracker help you track what works – so every page gets better over time.
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