Eight Essential Components of a Lead Capture Form That Converts

Jason Call

Jason Call

Owner of Handyman Marketing Pros

Table of Contents

lead capture form

If you’re interested in turning website visitors into leads for your handyman business, you need a high-performing lead capture form. Once you’ve set your form up right, you can get quality handyman leads that convert into paying customers. Follow this guide to learn about crafting a lead capture form that’s sure to convert.

1. A Clear Call to Action

Without a clear call to action (CTA), visitors won’t know what they’re signing up for — and that can mean lower conversion rates for your handyman business.

What exactly is a CTA? Think of it as a short phrase that grabs your visitors’ attention and makes them want to sign up for your email list right away.

Some good examples include:

  • Get your free e-book now
  • Download the report
  • Learn the secrets other handymen don’t want you to know
  • Give me my coupon for 10% off handyman services

Visitors aren’t going to hand over their email addresses to just anybody. If you want to capture leads, you need a compelling offer and a great piece of content.

For higher conversions, place your CTA at the bottom of your lead capture form. Putting the CTA in the “Submit” button works well, too. This is your last chance to convince visitors to sign up, so make it count.

2. The Right Positioning

Lead form positioning is an important factor in conversion rates. If visitors don’t see your form at just the right time, they won’t sign up.

Many marketers agree that it’s best to place your form above the fold so visitors don’t need to scroll down to see it. But this isn’t your only option, and in some cases, it might be best to put your form in more than one place.

If your offer has an appealing picture, such as a photo of a handyman at work, try placing your form next to it. You can also embed your form within the content as anchor text. When a user clicks the text, the form pops up.

Another option is to put your form at the bottom of the page. This makes sense if your landing page content is long or if visitors need to learn more about your offer before signing up for it.

3. Just Enough Form Fields

Visitors get annoyed if lead generation forms ask for too much information. If they’re bothered enough, they won’t sign up at all.

For the best conversions, only make your form as long as it needs to be. Knowing how many forms to include can be tricky, but it’s all based on how valuable your offer is to visitors.

For example, if you’re offering a free coupon for handyman services, asking for a visitor’s first name and email address will suffice. If you’re offering an exclusive e-book visitors can’t get anywhere else, they’ll be willing to provide more information to get it.

4. Lead Capture Form Length

This ties in with the point above. The longer your lead capture form is, the fewer the number of people who will complete it. However, the leads who do sign up should be of high quality. These leads are probably very interested in your products or services, which means they’re more likely to convert.

If your lead capture forms are short, more people will sign up. But often, these people are only interested in your freebie and are less likely to buy anything from you.

Still, both long and short forms have their place in lead generation. Choose the length that makes the most sense for you.

5. A Straightforward Privacy Policy

Many visitors are reluctant to hand over their email address. They worry the company will sell their information and end up with an inbox full of spam.

You can reassure visitors with a clear, easy-to-understand privacy policy as part of your lead capture form. Putting your privacy policy next to your company’s logo or customer testimonials increases trust and, in turn, your conversion rates. If you have reviews about your business’s timeliness, professionalism, or quality of work, it’s smart to use them to your advantage.

6. Email Upon Submission

For better conversion rates, don’t let visitors think their email address has gone into a black hole. It’s best to notify visitors that you’ve received their submission within minutes after they’ve signed up. Fortunately, you don’t have to respond manually to every submission you receive. Instead, you can use an auto-responder tool to confirm lead capture form submission automatically.

7. Target the Right Audience

If you’re not targeting the right audience, you may get sign-ups for your offer, but they’re not likely to convert. For instance, visitors interested in cabinet repair won’t feel enticed by an offer for a discount on your painting services. Try using a pop-up form builder to show your form to target prospects at exactly the right time.

8. A/B Testing

It’s smart to have several variants of your lead capture form so you can learn which one performs best. For A/B testing, you compare the performance of your original form (A) with a slightly altered version (B). If form B performs better, you can start using it instead. An A/B testing analytic tool can tell you which form is attracting the most sign-ups so you can make changes as needed.

One word of advice, though: Make sure you only test one element of your lead capture form at a time. For instance, you could try testing different form colors first before moving on to length, CTA messaging, and so on. If you test too many elements at once, you won’t be able to tell which changes worked best.

Boost Your Conversion Rates With Handyman Marketing Pros

Do you need help optimizing your landing page for lead generation? Handyman Marketing Pros is a full-service marketing agency built specifically for handyman and contractor businesses. We offer website design, lead capture form building, and SEO services that can propel your handyman business in the search results. If you’d like to take your business to the next level, schedule a strategy call today! 

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