That means, at best, people are passively ignoring them and, at worst, potential customers are actively avoiding your brand.
Capturing consumer attention and encouraging them to connect with your company means creating a customer journey that aligns with their preferences. Step one is getting them to your website — targeted data capture and marketing can help with this process.
Once visitors have arrived, however, you need more than another set of ads; you need a lead generation form that encourages users to provide their contact details and generates genuine interest.
Making this work starts with a great lead generation template — here’s what you need to know about designing, building and deploying effective lead generation.
What is a lead generation form?
Lead generation forms have a single purpose: capturing consumer information. Unlike a contact form or newsletter signup there’s an advertising component here — you’re making it clear to visitors that providing their contact details delivers something of value in return.
As a result, a lead generation form is equal parts contact and conversion; you need enough of a sales spin to generate interest, but not so much that potential customers feel overwhelmed.
While there’s no single method to create a high-performing lead generation template, great forms typically share common characteristics, including:
Effective placement: The higher up on your page, the better, without being obtrusive. Once forms move below the “fold” — where users need to scroll down — they’re far less effective.
Great design: Simple, bold and clear is the mandate here. Color and clean lines are your best bet here to help your form stand out.
Compelling copy: “Free” is a great word here, along with “value” and “bonus”. The caveat? Don’t overuse them and make sure your copy clearly communicates value to prospective customers.
Problem solving: Find your target market and then offer services or products that solve their problems. For example, if your company helps generate web traffic, highlight potential traffic increases or success stories that speak directly to audience needs.
So what does a great lead generation template look like? Let’s take a look at a few free templates below.
Free Lead Generation Form Templates
Here are a few examples of common lead generation form templates
1. Online Registration Form Template
This template can be used to quickly sign visitors up for online services or events and (with their permission) help generate solid sales leads.
You don’t have to build lead generation forms from scratch. Instead, you can use tools that help simplify and automate the process. Below are some popular options for building better lead generation forms.
HubSpot is all about making form creation free, easy, and effective. With this tool, ad platform linking is easy and you can quickly build lead generation forms that target your top audience and include compelling text and video copy.
Along with free lead generation form templates, Unbounce also offers custom page creation tools. With more than 100 templates and a powerful drag-and-drop tool, it’s easy to create the form you want, exactly how you want it. Unbounce “Essential” starts at $79 per month — check out the 14-day trial to see what’s on offer.
Qualaroo is a user research platform that also makes it easy to create compelling lead generation forms. Targeted, in-depth and unobtrusive data collect means potential customers don’t feel overwhelmed when visiting your site, while powerful analytics help you do more with collected data.
Qualaroo licensing starts at $199 per month for 1 domain with unlimited user “nudges” and responses.
Leadformly relies on well-built, pre-optimized templates that are easy to customize and designed to increase the quality of your inbound leads. Automatically segment potential leads with conditional CTAs, webhooks and custom redirect URLs, and drive better data collection with more than 1,000 solution integrations.
Spending $37 per month gets you the “Essential” plan which offers up to 250 leads per month and unlimited forms, or upgrade to the “Growth” plan for $74 per month and get 1,000 leads, extra user seats and A/B testing to optimize forms impact.
5. Gravity Forms
Gravity Forms is an advanced, easy-to-use tool that lets you quickly create lead generation forms on your WordPress website. Just select your fields, configure your options and embed forms into WordPress sites, or integrate forms with popular apps and services including Stripe, Signature and PayPal.
Forminator is a free template building tool that lets you create everything from lead generation forms to quizzes and interactive polls. A quick plugin download gets you on your way to better forms — right from WordPress.
How to Build a Lead Generation Form Template
Open your HubSpot account.
Click on Marketing > Ads.
If needed, create and link an ad account.
Create an ad campaign.
Select where to display your form.
Add images, videos and text.
Choose your form type and CTA.
Select your targeted audience.
Choose your budget and schedule.
Publish your form.
Now that we understand what’s needed to create a great lead generation template, let’s walk through how to build one using HubSpot forms. Let’s examine each step in more detail.
1. Open your HubSpot account.
If you don’t have a free Hubspot account, start there, then head to your dashboard. Here, you’ll be able to manage everything about your site — from marketing to sales to contacts and conversations.
2. Click on Marketing > Ads.
Under Marketing, you’ll also find links to free Email and Forms creation tools. You can upgrade to Marketing Hub Starter for access to Landing Pages and Market Hub Professional for Social tools.
3. If needed, create and link an ad account.
The first time you create a lead generation form template you’ll need to link an active ad account. Choose from Facebook, Google Ads or LinkedIn. When you click through to the ad platform of your choice you’ll be asked to grant access permission and may need to create a separate ad account.
4. Create an ad campaign.
This page lets you embed your HubSpot tracking code, target and track visitors and enable ad auto-tracking. To get started with your lead generation form, select Create ad campaign in the top right corner and choose your preferred Lead Generation platform.
5. Select where to display your form.
This page allows you to select where you form should display. Start at the top of the left-hand menu to choose your targeted LinkedIn (or Facebook) page along with your default campaign group.
6. Add images, videos and text.
Add text and body copy along with a headline from the left-hand menu. Then, click Select Image/Video to drag-and-drop or search for image and video files.
7. Choose your form type and CTA.
At the bottom of the left-hand menu, choose from CTAs including Get Quote, Learn More, and Sign Up. Then, create a new form that includes your offer headline, offer details and required form fields for customers.
8. Select your targeted audience.
At the top of the screen, select Targeting and then choose your remarketing and lookalike audiences.
9. Choose your budget and schedule.
Select Budget & Schedule at the top of the screen, choose your currency and budget and decide how often your ad should run.
10. Publish your form.
Once all fields are completed, click Publish in the top right-hand corner to complete your lead generation form and embed it on your site.
Lead Your Customers to a Great Lead Generation Form
Great ads are no longer enough. To drive consumer response and encourage information sharing, businesses need lead generation forms that offer concise messaging, compelling content and clear customer value.
Originally published Apr 3, 2020 3:55:01 PM, updated June 15 2021