The form on your landing page consists of a series of fields (like in our example above) that collect information in exchange for the offer. Forms are typically hosted on landing pages, although they can technically be embedded anywhere on your site. Once a visitor fills this out — voila! — you have a new lead! (That is, as long as you’re following lead-capture form best practices.)
Lead generation is the method of getting inquiries from potential customers. In the old pre-Internet days of sales, lead generation occurred at places like trade shows – visitors to a company's booth would fill out a card with their contact information and turn it in to receive a call back from that company's sales team. Since the rise of the Internet, many businesses use their websites as a lead generation option. Email also offers lead generation potential, since companies can buy another company's email marketing list or pay them to promote the company on their own marketing emails.
Getting started shouldn't be daunting. Generally, you'll know right away whether you like a user interface (UI) or not, and most of the contenders we reviewed offer free trials so you can poke around before dropping any cash. Luckily, most of these services have modern-looking graphics and uncluttered layouts. These are not the complex business software UIs of yesterday. Be careful, though, as some free trials require a credit card. This means you need to be sure to cancel your trial before you're billed if you're not happy with the service.
If links and looks are set, begin interacting with the page. Abandon it, adjust the window size, convert. Are error messages appearing when they’re supposed to (if, for example, you don’t input all the form’s required info)? Is your CTA button working? If you abandon the page, are you retargeted with ads? When you resize the window, does your landing page respond accordingly?