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How to Capture Leads on Your Website

Discover how to turn your website into a lead-generating machine by optimizing it, drawing visitors in, and keeping them engaged.

Kyle Place, Senior SEO Analyst

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Capture Leads FAQs

For a small business, lead capture is the process of actively attracting prospects (leads) and collecting their contact information and other relevant data, so you can continue to communicate with them and move them toward a purchase. This is done typically with their consent on a call to action (CTA) or form-fill.

Effective online methods for lead capture include creating compelling landing pages with clear CTAs, offering valuable lead magnets (like e-books or webinars) in exchange for contact info, using website pop-ups, engaging on social media, and implementing forms on key website pages.

While it varies by business, essential information typically includes the lead's name and email address. Depending on your sales process, you might also aim for their phone number, company name, industry, or specific interests to help qualify and personalize future interactions.

After capturing a lead, the next step is lead nurturing. This involves engaging with the lead through a series of relevant communications (automated email campaigns, personalized content, follow-up calls) designed to build trust, provide value, answer questions, and guide them further down the sales funnel.

Salesforce's marketing software provides the suite you need to facilitate lead capture, such as features for building responsive landing pages, creating customizable web forms, and integrating with various digital channels to automatically collect and organize new lead information directly into your CRM system.