How to Create a High-Converting Lead Capture Form in WordPress

A lead capture form helps you turn visitors into subscribers or paying customers. Whether you have an online store, a portfolio, or a professional blog, it’s an essential component to growing your business. So, how do you create one in WordPress?

This guide covers all you need to know about lead capture forms, including what they are, how to use them, and why WordPress is the right platform. You’ll also learn how to design a powerful lead capture form with Jetpack Forms. 

What is a lead capture form?

Many businesses and marketers use lead capture forms to collect information from website visitors. These may request basic details like name and email address, or more specific data like age and product preferences. 

With this information, you can turn visitors into qualified leads and nurture them into conversions. For example, you might pitch your latest course to them or offer them a discount on one of your services. 

Unlike regular contact forms, lead capture forms have a specific goal. You might use them to collect emails for your newsletter or inquiries for a quote. They typically have a targeted call to action (CTA) and a clear value proposition. 

Understanding the lead capture process

Creating a lead capture form is a straightforward task, especially with a user-friendly plugin like Jetpack. Marketing the form so it’s enticing and getting eyes on the lead capture to begin with takes a bit more work. 

What do you do once someone fills out a form? The money is in the follow-up as people say. 

Let’s take a closer look at what the entire process entails.

Visitor attraction

For a visitor to fill out your form, they need to find your website. So, you’ll need to make sure that your pages are optimized for search engines. This involves using relevant keywords, having a solid internal linking strategy, and maintaining fast load times. 

Plus, your lead capture form should be placed in a prominent location on your website. You might put it on the homepage or in a pop-up, and even link to it from the main menu. 

Value exchange

Before you create and publish your form, think about your lead magnet. Essentially, you need to give people a good reason to share their contact information.

For example, they might receive a free eBook or consultation, access to premium content, or exclusive discounts. Make sure that the value exchange is visible on the form. 

Form completion

Once you have your lead magnet ready, you can start working on your form. This should be easy to fill out and designed to convert. Also, make sure that the form looks great on both desktop and mobile devices. 

For a good user experience, try to keep the form as short as possible, and only ask for the most necessary information. Visitors might feel put off by a form with a lot of required fields.  

The CTA button should include the value, like “Get My Free Guide.” If possible, add trust-building elements (like privacy assurances, testimonials, or security badges) to boost submissions. 

Follow-up nurturing

It’s important to nurture your leads once they submit a form. First, send a confirmation email and deliver the value you promised. 

Then, start a follow-up sequence to entice them into purchasing your products or services. Try not to be too salesy in these emails. Continue providing value (like tips and advice) while subtly highlighting the benefits of your paid offerings. 

This might sound like a lot of work, but you can set up automated workflows with an email marketing tool. 

Why WordPress is perfect for lead capture forms

WordPress is a flexible content management system (CMS) that powers more than 40 percent of websites. It lets you create any type of site, including online stores, portfolios, blogs, and landing pages. 

With WordPress, you can customize your site without needing to touch a line of code. Plus, there are thousands of plugins you can use to add features to your site, including lead capture forms.

One of the best tools for lead generation is Jetpack Forms. Built by Automattic (the people behind WordPress.com), it integrates directly into the WordPress block editor so you can easily build your forms within any page or post.

Jetpack Forms comes with pre-made templates that you can tailor to your preferences. It integrates with Akismet spam protection to block bots and spammy content, there are no limits on form responses, and Jetpack is also GDPR-compliant. 

How to create an effective lead capture form in WordPress

Now, let’s look at how to create a high-performing lead capture form using Jetpack.

Step 1: Install and activate Jetpack

Jetpack Forms is a free feature that’s available with the main Jetpack plugin (also free). 

In your WordPress dashboard, go to Plugins → Add New Plugin and look for “Jetpack – WP Security, Backup, Speed, & Growth” in the search bar.

Click on Install Now and Activate. Next, you’ll need to connect to your WordPress.com account, or create one for free.

Step 2: Access the Form block

Open the page or post where you want your lead capture form to appear. Click on the + icon to add a new block and search for “form.” 

Select the Form block and you’ll see a selection of templates.

Choose any template you want — you can edit it as you please. For this tutorial, we’ll use the Lead capture template.

Step 3: Customize the form fields

Once you select a template, you’ll see the form with the default fields. You can click on any field within the form to edit it.

Then, use the options in the toolbar to delete the field, move it up or down, make it required, and more. 

To add a new field, select the entire form and click on the + icon at the bottom.

You can then choose the type of field you want to add.

You might add a checkbox, a dropdown menu, a date picker, and more. Then, add a label for the field and enter the options (if applicable).

For example, you might ask visitors to select the industry they work in and provide a list for them to choose from.

Note that when you install Jetpack, you’ll also receive access to try the premium AI Assistant feature. This incredible tool can generate different types of content for you, including form fields.

To access it, select the form and click on the AI Assistant icon in the toolbar.

Then, enter a prompt in the text box. For example, you might ask it to create a location field with a dropdown menu that includes all states in the U.S.

The AI Assistant will instantly create the field for you.

As you can see, the AI feature makes the form creation process a lot faster. 

Step 4: Style your form

You’ll likely want the lead capture form to align with the overall design of your website. Select the form, then click on the Styles tab within the settings panel on the right-hand side.

For example, you might change the colors of the text and background. To customize the call-to-action button, select it and use the styling options.

You can also customize individual field labels by clicking on them. 

Step 5: Configure form settings

Now that you’ve styled your lead capture form, ensure that everything is in order. Select the form and navigate to the settings on the right.

Click on the Email connection tab and enter the email address where you want to receive submissions.

You can also set a subject line for all submissions that come in. 

If you go to Action after submit, you can decide what visitors will see when they submit a form. For instance, you might customize the message.

Jetpack integrates with tools like Akismet, Salesforce, and Google Sheets. If you go to Integrations, you’ll be able to connect to these accounts.

Once you’re happy with your form, click on Publish or Update. You’ll then want to try a few submissions to make sure that it’s working properly. 

What are the different types of lead capture forms?

A lead capture form should reflect your goals. Here are the most commonly used forms for generating qualified leads. 

Quote request forms

If you have a service-based business like an agency, or if you’re a freelancer or consultant, you might use quote request forms to gather insights about your target customer.

For instance, you might include fields like project type and service needed, estimated budget, and desired timeline. This information will also help you prioritize high-quality leads.

You’ll want to position this form on service pages or pricing sections. If users are already interested in your services, they’re more likely to request a quote. 

Contact/inquiry forms

Contact forms are a popular lead capture method. They enable visitors to reach out with questions, support needs, and other requests.

For these forms, use dropdowns to categorize inquiries (e.g., “Sales” or “Support”) so you can reply accordingly. It’s also a good idea to set up email routing so the message reaches the right team member.

For optimal effectiveness, include a checkbox for newsletter opt-in. This will help you convert contacts into subscribers.

Newsletter signup forms

Starting an email list is a powerful way to nurture a base of loyal customers or readers. With newsletter signup forms, you collect email addresses from people who are interested in your content, updates, or promotions.

Jetpack Newsletter integrates seamlessly with the WordPress block editor and Jetpack Forms. You can create a simple signup form and place it anywhere you want on your website, including sidebars, footers, popups, and more.

Then, send updates to subscribers right from your dashboard. Remember to offer a small incentive (like a free guide or discount) to encourage signups.

Download gates

Download gates are forms that give visitors access to premium content in exchange for their contact information. Gated content may include eBooks, templates, resource bundles, and more.

Once someone submits a form, they will receive the downloadable content via email. This form type works best when paired with a compelling value proposition. You’ll need to show people that your premium content is worth signing up for.

Event registration forms

If you’re hosting a webinar, virtual workshop, in-person meetup, or any other type of event, you need a registration form to collect attendee information. You’ll then be able to send them event reminders, upsell premium ticketing options, and more. 

To boost conversion rates on your form, highlight limited spots and include a countdown timer so there’s a sense of urgency.

Survey forms

Survey forms help you understand your audience better and collect valuable feedback. You might use them for customer satisfaction ratings, product research, and other studies. 

To improve completion rates, keep forms short and consider offering a reward or incentive, like entry into a giveaway. 

What to do before creating a lead capture form

You might be excited to publish your form and start generating leads. However, make sure that you follow best practices to maximize your success.

Here’s what you need to plan before building your form:

Define your lead capture goals

As mentioned earlier, you’ll need to think about your goals for the form. For instance, do you want more email signups, new sales leads, or event registrations?

This goal will impact the content of your form, like what fields to include. You’ll also need to design your follow-up strategy around it.

Research and understand your target audience

Next, consider your audience. This is crucial for deciding your value proposition (next step).

For example, if your target audience is made up of busy professionals, you might offer them quick guides and 15-minute coaching calls. Plus, you might use your lead capture form to gather information about their working habits and industry. 

Define your offer (value proposition)

As discussed earlier, you’ll need to give people a good reason to share their details with you. You could offer them a free download or consultation, early access to events and products, or a discount. 

Your value proposition should be visible and compelling, so highlight it on your lead capture forms and in any promotional materials.

Choose the right form fields

When building your form, you might be tempted to gather as much information as possible. However, many people will find this off-putting, especially if they have to provide details like their age or profession, which might not seem relevant. 

A good rule of thumb is to only ask for the most essential information, like name and email address. This is typically enough for newsletter signups or gated content. 

If you don’t require certain details, but they would be useful to have, you might make those fields optional. Using checkboxes and dropdowns also provides a smoother experience, as visitors are able to complete a form more quickly, especially on mobile phones. 

Compliance and legal considerations

When collecting personal information, you must comply with privacy laws and regulations, like the GDPR and CCPA. Failing to do so can lead to legal trouble and damage your reputation.

You’ll need to include a checkbox for visitors to confirm consent. Subscribers must be able to opt out of your contact list, as well as access, modify, and delete their data. 

Remember to add a privacy policy to your website, which clearly outlines what data is collected through your forms and how it’s used. Include a link to the privacy policy near your form. 

Frequently asked questions

Finally, let’s answer some common questions about creating lead capture forms in WordPress. 

What’s the difference between a contact form and a lead capture form in WordPress?

A contact form is built for general inquiries, while a lead capture form is focused on gathering specific data for your marketing campaigns. 

Can I create a lead capture form in WordPress without writing any code?

Yes. Jetpack Forms lets you create, customize, and publish forms through the block editor, no coding required.

What is the best free WordPress form builder for lead generation?

Jetpack Forms is a free tool that integrates seamlessly with WordPress. It offers pre-made forms, including lead capture templates, which you can customize within the block editor.

How many fields should I include in my lead capture form?

Aim for a maximum of five fields. It’s important to only ask for what’s essential, as each additional field increases friction.

Should I use pop-up forms or embedded forms for better conversions?

Pop-ups grab attention and are ideal for time-sensitive offers, while embedded forms are better for long-form content and landing pages. You can test both options to see which brings the best results.

How do I increase the conversion rate of my lead capture form?

You’ll want to offer something of real value to those who submit a form. This may include a freebie or discount. Additionally, the form should have minimal fields and be optimized for mobile phones. 

What is a good conversion rate for a lead capture form, and how can I improve mine?

A good conversion rate for a lead capture form typically falls between 1% and 3%, but this can vary greatly based on your industry, traffic source, and the offer itself. To improve your rate, start by ensuring your offer provides genuine value to your target audience. Next, reduce the number of form fields to the absolute minimum needed.

Each extra field you ask a user to fill out can decrease your conversions. Also, use a clear and compelling call-to-action button with action-oriented text. A/B testing different headlines, button colors, and form placements will provide data-driven insights to help you optimize performance over time.

Where should I place a lead capture form on my WordPress website for the best results?

For the best results, you should place your lead capture form in locations where it gets high visibility from engaged visitors. The most effective spots are often a website’s header or announcement bar, the top of a blog sidebar, directly at the end of blog posts, or within a pop-up that is timed to appear after a user shows engagement.

A dedicated landing page that contains only the form and information about the offer is also a powerful option for specific campaigns. The key is to make the form easy to find and use at the moment a visitor is most interested in your content or offer. Testing different placements is the best way to see what your audience responds to.

What are some effective lead magnet ideas for different types of websites?

Effective lead magnets offer a valuable resource in exchange for contact information. For a blog or content-heavy site, a detailed ebook, an exclusive guide, or a multi-day email course works very well.

If you run an ecommerce store, offering a first-purchase discount code, free shipping, or early access to sales are powerful incentives. For a service-based business, such as a consultancy, a free consultation, a case study, or a downloadable checklist can attract qualified leads. The best lead magnet directly solves a problem for your target audience and gives them a preview of the value you provide.

What are the most important design elements for a high-converting lead capture form?

The most important design elements are simplicity and clarity. First, use a clear, benefit-oriented headline that tells people exactly what they are getting. Second, keep the number of form fields to a minimum; only ask for essential information like a name and email address.

Third, design a call-to-action button that is visually distinct from the rest of the page using a contrasting color. The button text should be a clear command, such as “Download Your Guide” or “Get Your Discount.” Finally, ensure the form is clean and free of distractions, with enough white space to make it easy to read and complete.

What is the first thing I should do after someone fills out my lead capture form?

The very first thing you should do is send an automated confirmation email immediately. This email serves two purposes. It confirms that the submission was successful and delivers the promised lead magnet, such as a link to a download or a discount code.

This instant delivery builds trust and meets the user’s expectation. This first email is also an opportunity to welcome the new subscriber to your list and briefly introduce them to your brand. Setting up this autoresponder is a critical step in starting the lead nurturing process and building a relationship with your new contact.

What is A/B testing for a lead capture form, and what elements should I test?

A/B testing or split testing is the process of creating two different versions of your lead capture form to see which one performs better. You show the two versions to similar audiences at the same time and track which one gets more conversions.

The elements you should test for the biggest impact include the headline, the call-to-action button text, the color of the button, the number of fields in the form, and the images or graphics used near the form. By testing one element at a time, you can learn exactly what changes influence user behavior and steadily improve your form’s conversion rate.

Do I need to add a privacy policy link or a consent checkbox to my lead capture form?

Yes, it is highly recommended to include both a link to your privacy policy and a consent checkbox. Regulations like the GDPR in Europe require you to get explicit consent from users before you collect their personal data and add them to a marketing list.

A checkbox that users must actively click, along with clear text stating what they are signing up for, helps you comply with these rules. Adding a link to your privacy policy is also a standard practice that builds trust. It shows users that you are transparent about how you collect, use, and protect their information.

How can I prevent spam submissions in my WordPress lead capture forms?

One of the most effective methods to block spam in your WordPress forms is to use the Akismet plugin. Developed by the same team behind WordPress.com and Jetpack, Akismet automatically analyzes each form submission against its constantly updated global database of spam. It checks the content of the submission, the email, and the IP address to determine if it is spam.

Unlike a CAPTCHA that requires users to solve a puzzle, Akismet works invisibly in the background. This creates a smoother experience for your visitors, which can help improve your form’s conversion rates. To set it up, you install the Akismet plugin, get an API key from the Akismet website, and add it to your WordPress settings. Once activated, it will begin filtering spam from your Jetpack forms and comments section automatically, saving you time and effort.