What a lead capture form is, which fields actually convert, and three copy-paste examples — newsletter, gated-content, and demo-request — each backed by Formigo so every lead lands in your inbox, Slack, or Google Sheets instantly. No backend required.
A lead capture form converts anonymous visitors into qualified prospects. The mechanics are simple — a form, a clear offer, and a reliable delivery path — but the details matter: ask too much and people leave, misconfigure delivery and leads vanish. This guide covers the right fields, the right examples, and how to wire everything through Formigo so leads arrive wherever your team already works. For the full HTML and JavaScript wiring, see the HTML & JavaScript form guide.
A lead capture form is a web form designed to collect contact details from visitors in exchange for something of value. That "something" varies by stage: a newsletter subscription, a free ebook download, a demo slot, or early access to a product. The intent is always the same — convert an anonymous page view into an identifiable prospect you can follow up with.
Top-of-funnel. Email only, sometimes first name. Best conversion because it asks the least.
Mid-funnel. Email plus name. Visitor shows intent by trading contact info for a resource.
Bottom-of-funnel. Email, name, company, role — captures the context your sales team needs.
Pre-launch. Email plus optional use-case question. Builds a qualified launch list before you ship.
Unlike a general contact form, a lead capture form is built around a single offer and a clear call to action. The form copy, the fields, and the confirmation message all reinforce why submitting is worth the visitor's time.
Form length and conversion rate have an inverse relationship: every extra field is a reason to leave. Match field count to funnel stage.
Newsletter / free resource — email only
One field maximises conversion. Add first name only if your email tool personalises greetings.
Gated content / ebook — first name + email
Two fields. The name lets you personalise the follow-up email without hurting completion rates much.
Demo request — name + email + company + role
Four to five fields. Visitors at this stage are highly motivated. Qualification context is worth the extra friction.
Skip phone number unless a sales call is literally the next step. Phone fields reduce conversion significantly and add friction without a clear payoff for most businesses.
Three copy-paste patterns for the most common lead capture form scenarios. Each POSTs directly to Formigo. Swap your-form for your actual form slug and you're live.
The lightest possible form — one field, one button. Works on landing pages, blog sidebars, and inline content upgrades. Maximises sign-up rate by asking the absolute minimum.
<form action="https://formigo.io/f/your-form" method="POST">
<div>
<label for="email">Your email address</label>
<input type="email" id="email" name="email"
placeholder="[email protected]" required>
</div>
<!-- Silent spam protection -->
<input type="text" name="_formigo_hp" value=""
style="display:none" tabindex="-1" autocomplete="off">
<input type="hidden" name="_formigo_t" value="">
<button type="submit">Subscribe</button>
</form>
<script>
document.querySelector('input[name="_formigo_t"]').value =
Math.floor(Date.now() / 1000);
</script>Visitor trades name and email for a resource download. After they submit, email them the download link, or handle the success response in JavaScript to show a "check your inbox" confirmation.
<form action="https://formigo.io/f/your-form" method="POST">
<div>
<label for="first_name">First name</label>
<input type="text" id="first_name" name="first_name"
placeholder="Alex" required>
</div>
<div>
<label for="email">Work email</label>
<input type="email" id="email" name="email"
placeholder="[email protected]" required>
</div>
<!-- Silent spam protection -->
<input type="text" name="_formigo_hp" value=""
style="display:none" tabindex="-1" autocomplete="off">
<input type="hidden" name="_formigo_t" value="">
<button type="submit">Download the free guide</button>
</form>
<script>
document.querySelector('input[name="_formigo_t"]').value =
Math.floor(Date.now() / 1000);
</script>Bottom-of-funnel visitors are highly motivated — four or five fields are fine. Capturing company and role means your team gets qualified leads rather than bare email addresses, so first contact is already contextual.
<form action="https://formigo.io/f/your-form" method="POST">
<div>
<label for="name">Full name</label>
<input type="text" id="name" name="name" required>
</div>
<div>
<label for="email">Work email</label>
<input type="email" id="email" name="email" required>
</div>
<div>
<label for="company">Company</label>
<input type="text" id="company" name="company" required>
</div>
<div>
<label for="role">Your role</label>
<input type="text" id="role" name="role"
placeholder="e.g. Founder, Marketing Manager">
</div>
<div>
<label for="message">What would you like to see in the demo?</label>
<textarea id="message" name="message" rows="3"></textarea>
</div>
<!-- Silent spam protection -->
<input type="text" name="_formigo_hp" value=""
style="display:none" tabindex="-1" autocomplete="off">
<input type="hidden" name="_formigo_t" value="">
<button type="submit">Request a demo</button>
</form>
<script>
document.querySelector('input[name="_formigo_t"]').value =
Math.floor(Date.now() / 1000);
</script>Want the full wiring? The HTML & JavaScript form guide covers fetch-based submission, JSON payloads, 429 rate-limit handling, and accessibility patterns. Framework guides for React, Next.js, Vue, and Astro are at the bottom of this page.
Every submission that arrives at your Formigo endpoint is stored and forwarded to the delivery channels you configure. You can enable multiple channels on the same form at once — so a single demo-request can land in your inbox, your Slack #leads channel, and a Google Sheet simultaneously.
Each lead arrives as a formatted email. Add multiple recipients so every stakeholder is notified instantly.
Post each lead directly to a Slack channel so your sales or marketing team responds without leaving their workflow.
Each submission appends a row to a spreadsheet — a simple leads log you can share with stakeholders or import into a CRM later.
POST each lead to your own endpoint, or to an automation platform like Zapier or Make to push data into any CRM or marketing tool.
Route leads to a Discord channel via webhook. Useful for community-led products and open-source projects.
Built-in spam protection
The examples above already include a honeypot field and a timestamp check — the two layers that stop the vast majority of bots with zero friction for real visitors. For the full picture, see the spam protection guide.
Common questions about lead capture forms, field selection, delivery, and spam handling.
A lead capture form is a web form that collects contact information from visitors in exchange for something of value — a newsletter, a free download, a demo, or early access. The goal is to convert anonymous traffic into identifiable prospects you can follow up with. Unlike a general contact form, a lead capture form is designed around a specific offer and asks only the fields needed to qualify and reach the lead.
For top-of-funnel forms like newsletters, an email address alone maximises conversion. For mid-funnel gated-content forms, add a first name so you can personalise follow-up. For demo-request forms, adding company and role helps your team qualify the lead before they respond. As a rule: every extra field lowers completion rates, so only ask for information you will actually use within 48 hours.
Formigo does not have a built-in CRM connector. Instead, use one of the delivery channels it does support: send submissions to a Google Sheet as a lightweight lead log, use the webhook channel to POST each submission to your CRM's API or to an automation platform like Zapier or Make, or have Formigo email leads to a shared inbox your CRM monitors. This keeps Formigo's scope simple while giving you a path to any CRM.
Add a hidden honeypot field named _formigo_hp that must stay empty, and a hidden timestamp field named _formigo_t that JavaScript sets to the current Unix time when the page loads. Bots fill the honeypot or submit too quickly, triggering Formigo's spam scoring. Most lead capture forms need nothing more. For high-value gated-content forms you can optionally add a Cloudflare Turnstile or hCaptcha widget.
No. Point the form's action attribute at https://formigo.io/f/your-form and set method to POST. Formigo receives the submission and forwards it to whichever destinations you configured — email, Slack, Discord, Google Sheets, or a custom webhook. No server code is required.
Point your lead capture form at Formigo and submissions land in your email, Slack, or Google Sheets instantly. Built-in spam protection, no backend required. Free forever, no credit card needed.
Start for freeFull wiring: fetch, honeypot, timestamp, and 429 handling.
Simple, support-routing, and sales inquiry form patterns.
Full guide: honeypot, timestamp, CAPTCHA, and rate limits.
Hooks-based form with controlled inputs and 429 handling.
App Router Client Component, Server Action, and Route Handler examples.
Vue 3 script-setup form with reactive state and spam protection.