Lead capture forms

What is Lead capture forms?

Lead capture forms turn website and campaign traffic into structured contacts. Use Contact Info and Email blocks, optionally sync submissions into Formit Contacts, pass hidden or URL parameters for attribution, and distribute with public links or embeds (including popup and inline modes).

How it works

1. Create a Universal form (or lead template) focused on identity and intent questions.
2. Add Contact Info and/or Email so you can reach the lead and map Contacts when enabled.
3. Add a short intent field if needed (for example Multiple Choice for “What are you interested in?”).
4. Configure hidden/URL parameters for campaign or referrer attribution where supported.
5. Publish, embed on landing pages (popup or inline), and enable Contacts sync on an eligible plan.

Key capabilities

• Contact Info and Email

  Collect name, email, phone, and company via Contact Info, or a dedicated Email field for lighter forms.

• Contacts sync

  Map submissions into Formit Contacts when sync is enabled and your plan allows it - useful for CRM-lite lead databases.

• Hidden/URL params and embeds

  Pass attribution through hidden or URL parameters and place the form with embed modes such as popup and inline on marketing pages.

Benefits

• Capture qualified leads without a separate form tool on every landing page.
• Keep identity data consistent for follow-up and Contacts lists.
• Attribute campaigns with hidden/URL parameters alongside the submission.

Use cases

• Demo and sales request forms
• Waitlists and early access signups
• Content download gates
• Event interest and newsletter capture

Example workflow

A growth team builds a lead form with Contact Info, Email, and a Multiple Choice “Company size” field. They pass UTM values via URL parameters, publish, and embed as a popup on the homepage. Contacts sync creates or updates contact records for each email. Sales reviews new leads in Contacts and the form’s Results table.

Tips and best practices

• Ask only for fields you will use - extra friction drops conversion on paid ads.
• Always include a validated Email (standalone or via Contact Info) before relying on Contacts sync.
• Test popup and inline embeds on mobile after publishing.

Limitations and plan notes

• Contacts sync and related CRM features are plan-gated on Free.
• Lead capture is a usage pattern on Universal forms - not a separate scoring mode.
• Email embed may show Formit branding on free organizations.

Frequently asked questions

Which blocks should a lead form include?

Start with Contact Info and/or Email. Add short intent or firmographic questions only when they improve routing or qualification.

How do Contacts sync with lead forms?

Enable contact sync on a form that includes email, then publish on an eligible plan. Submissions can create or update Contacts with mapped properties.

Can I track which campaign a lead came from?

Yes. Use hidden or URL parameters (for example UTM values) when sharing or embedding so attribution is stored with the submission.

What embed modes work for lead capture?

After publishing, use Formit’s embed options - including popup and inline - so the form can sit on landing pages without a full-page redirect.