96% of your website’s visitors aren’t totally ready to buy.

But they’re there, and it is a great opportunity for you to lure them in.

With lead capture software, you can gather their contact info for your lead nurturing and offer them a valuable resource that will help them move down the sales funnel.

Why you should implement lead capture in your business

Building a customer base with outdated, incomplete, or inaccurate data is like building a house on a foundation of sand. Completely useless.

With a lead capture strategy, you’ll be able to gather your leads’ information directly from the source through forms, landing pages, chatbots, popups, etc.

In exchange for their information, you must offer a valuable resource like an ebook, newsletter subscription, demos, free trials, and any other resource that will help you build trust, establish yourself as an industry leader, and overall drive conversions.

Among lead capture’s many benefits, these are our favorites:

  • Increase conversion rates
  • Improve targeting and personalization
  • Improve lead nurturing
  • Higher-quality leads
  • Lead scoring and lead qualification

What to look for in lead capture software

Investing in lead capture software is going to help you get the most out of your forms, organize data, and get actionable data and insights that are going to save you time and money while carrying out effective lead generation for your business.

However, picking the perfect tool for your needs will be crucial to make sure you’re not missing any important features.

When choosing your lead capture tool there are some features that you should definitely look out for:

  • Personalization in your lead capture forms

You want your lead capture forms (no matter the format) to represent you and your brand and that will effectively target your ICP.

You can look out for lead capture software that offers a template library that you can customize to fit your needs.

  • Different formats

When you define your lead capture strategy, you’ll have to think about when and where you’re going to implement your forms, and the same strategy won’t always be effective.

Make sure the software you choose will allow you to create different formats, for example:

→ landing pages

→ chatbots

→ pop-ups

→ multipage forms

  • A/B testing

In order to perfect your lead capture strategy, you want to be able to run A/B tests for every element of your form to see what performs better and what needs optimizing.

Remember to only run A/B tests on one element at a time to get more accurate insights.

  • Lead qualification or lead scoring

Your lead capture software should be able to implement lead qualification so you don’t have to waste time or extra resources in classifying your leads.

This will allow you to run effective lead-nurturing campaigns.

  • Automation and workflows

Your software should support automation, enabling businesses to automatically route leads to the right team, trigger follow-up emails, or send notifications based on specific lead actions (e.g., form submission, downloading a whitepaper).

7 best lead capture tools

Most of these tools are not exclusively dedicated to lead capture.

You can either choose software that is exclusive to lead capture if you already have a set of tools that will take care of your overall lead management or you can go for a more comprehensive tool that will help you manage everything from one app.

1. Pipedrive

Rating ⭐⭐⭐⭐

G2 4.3/5 (2,061 reviews) | Capterra 4.5/5 (3.002 reviews)

Overview

Pipedrive is an advanced CRM tool that offers many different features.

Among them is lead capture software.

Pipedrive’s Web Forms can be used to improve lead generation within landing pages.

With Pipedrive you can access a library of form templates that are fully customizable and can be embedded on websites, landing pages, or shared as standalone links.

Since Pipedrive is a CRM, all the collected data will be automatically included in your CRM.

Some features include:

  • Personalization
  • Automated CRM data
  • Embeddable and standalone forms
  • Notifications

Pricing

Pricing ranges from $14 to $99 and offers 5 different plans with free trials.

Web Forms is available in all Pipedrive plans however, customization and automation are very limited in the cheaper plans, so you’d have to invest more to be able to get the lead capture forms you need.

Pros

  • GDPR compliant
  • Custom data fields
  • Key trend analysis

Cons

  • No email marketing automation capabilities
  • Customizable reporting could be improved
  • Lacks features in email marketing

2. HubSpot Marketing Hub

Rating ⭐⭐⭐⭐⭐

G2 4.4/5 (11,995 reviews) | Capterra 4.5/5 (6,058 reviews)

Overview

HubSpot Marketing Hub is a marketing platform designed to help businesses attract visitors, convert leads, and nurture them into customers.

Although it is not a dedicated lead capture software, among its many features, it offers strong lead capture capabilities:

Create custom forms and include all the fields that you need. Once they’re done, you can embed them into your website or on landing pages.

You can also choose pop-up forms that can be triggered based on different conditions, including visitor behavior or page views.

To further engage your leads, HubSpot offers a chatbot builder to capture information in real time, allowing for lead routing.

With HubSpot, you can also run A/B testing to ensure you get the perfect lead capture form.

Pricing

With 4 pricing plans, HubSpot’s pricing ranges from $15 all the way to $3,300 only for the Marketing Hub.

Pros

  • Lead segmentation
  • Automated workflows
  • Intuitive form set-up

Cons

  • Test submissions cannot be deleted from the performance report
  • Forms cannot be deleted from lists
  • Basic designs for landing pages

3. Mailchimp

Rating ⭐⭐⭐⭐⭐

G2 4.4/5 (5,202 reviews) | Capterra 4.5/5 (17,196 reviews)

Overview

Mailchimp is a marketing platform that offers many features to help you collect and manage new leads.

Mailchimp also has a lead capture tool packed with features such as:

  • Embedded and pop-up forms
  • Landing pages with a drag-and-drop builder
  • Hosted forms
  • Template library with customizable designs
  • Audience segmentation
  • Lead magnet creation
  • A/B testing

With built-in analytics and automation, you can create an idea lead capture strategy.

Pricing

Mailchimp offers 2 pricing plans.

The Standard plan offers a vfree trial for a month and is then priced at $18,57. The premium plan is set at $325,01 per month.

Although there is a great difference between both plans, you can create forms and landing pages with both of them.

Pros

  • Comprehensive email marketing platform
  • Clean interface
  • Content creation tools

Cons

  • Pricing scales quickly
  • Basic CRM tool
  • Limited scalability

4. Captello

Rating ⭐⭐⭐⭐⭐

G2 4.8/8 (57 reviews) | Capterra 4.8/5 (6 reviews)

Overview

Captello is a dedicated lead capture and engagement platform designed to help businesses capture, qualify, and engage leads across different channels.

Although it can be used for marketing campaigns, it is primarily used in events and trade shows.

Aside from customizable lead capture forms, Captello stands out thanks to its gamification features, which allow you to incorporate games and quizzes into your forms to engage your leads and increase traffic.

Other features include:

  • Lead and badge scanning
  • Offline lead capture
  • Lead qualification
  • Lead scoring
  • Integrations with CRM and marketing automation tools

Pricing

Captello discloses its pricing plans upon request.

However, according to G2, pricing can be $500 for a one-time event.

Pros

  • CRM integrations
  • Possibility to edit leads in real-time
  • Endless options to design your form

Cons

  • Only works for live events
  • Exporting leads can be difficult
  • High learning curve

5. Typeform

Rating ⭐⭐⭐⭐⭐

G2 4.5/5 (760 reviews) | Capterra 4.7/5 (873 reviews)

Overview

Typeform is an online form-building tool that is particularly useful for building multipage forms.

This tool allows you to include a conversational tone in your surveys that will not discourage your leads from moving forward.

This engaging format can lead to higher conversion rates and more successful lead generation.

Additionally, you can use Typeform for progressive profiling, lead scoring, and lead nurturing!

Some other features Typeform offers are:

  • Customizable lead capture forms
  • Forms can be embedded in your website, as standalone links, or sent via social media or email
  • Logic Jumps to build dynamic forms
  • Gamification
  • Integration with CRM and marketing tools
  • Zapier integrations
  • Advanced analytics and insights
  • Supports lead magnets
  • Customizable templates

Its use of conditional logic, automation, and gamified experiences helps make the lead capture process more personalized, increasing conversion rates and lead quality.

Pricing

If you’re looking for a cheaper option, you can go for the Core plans, but you’d be missing out on lead scoring and lead routing.

Pros

  • Supported in +20 languages
  • Multiple integrations
  • Several embedding options

Cons

  • Results lack insights
  • Limited customization
  • Not optimal for lead generation

6. Flowlu

Rating ⭐⭐⭐⭐⭐

G2 4.7/5 (197 reviews) | Capterra 4.8/5 (350 reviews)

Overview

Flowlu combines CRM, project management, invoicing, and other tools, such as free lead capture software.

Flowlu’s lead capture tools are part of its CRM functionality. With the web-to-lead forms, you can embed your lead capture form on websites, landing pages, or blogs, and the captured data will be automatically included in your CRM.

Some of Flowlu’s features include:

  • Customizable forms
  • Lead source tracking
  • Lead scoring
  • Automated lead assignment
  • Pipeline tracking

Pricing

Flowlu offers 5 different pricing plans, including a free plan going up to $199.

Although bear in mind, that the lead capture tool is free!

Pros

  • Clean interface
  • Round Robin feature for leads

Cons

  • Lacks integrations to storage services
  • Lacks email marketing features

7. ZoomInfo

Rating ⭐⭐⭐⭐⭐

G2 4.4/5 (8,634 reviews) | Capterra 4.1/5 (290 reviews)

Overview

ZoomInfo is a sales intelligence platform designed to help businesses capture, manage, and engage with leads.

Although ZoomInfo offers a database with accurate data, you can also use its lead capture tool to gather more data on your leads.

ZoomInfo’s lead capture tool is FormComplete. This tool helps reduce form abandonment and capture more lead data from website visitors.

FormComplete auto-fills form fields with data from the ZoomInfo database, allowing visitors to enter only their name or email, therefore avoiding long and intrusive forms.

Once the data has been enriched, it will be automatically included in your CRM.

Other features include:

  • Lead enrichment
  • Website visitor identification (WebSights)
  • Chrome extension
  • Intent data
  • Buyin signals
  • Multichannel outreach
  • Lead scoring

Pricing

All of ZoomInfo’s pricing models are only disclosed upon request.

Pros

  • Seamless integrations
  • Great list-building capabilities
  • Buyer intent signal

Cons

  • Unable to export large lists to CRM
  • Outdated data
  • Add-ons can scale pricing

Key takeaways

A lead capture strategy will help you take your lead generation to the next level by gathering as much data as you need to increase your lead conversion rates.

Why should you invest in lead capture software?

✅ Accurate and complete lead information

✅ Improve personalization in your outreach

✅ Avoid the spam folder

✅ Gain insights into your leads’ behavior

✅ Save time and resources

lemlist team

Your source of actionable outreach tips and strategies that will help you get replies and grow your business.