Conversational form
Lead capture form
A lead capture form has one job: find out quickly whether there is anything here for either side. This one asks nine questions, three of which are the contact details and five of which are genuine qualifiers, and it tells people outright what spend level makes the numbers work rather than booking a visit to break the news. It is conversational, because a short qualifying form that shows one question at a time gets finished on a phone.
The form itself
A static copy of the finished form, exactly as it renders. Nothing here can be filled in or submitted, so read it as a reference and build your own from the button above.
Every field, and what it collects
The complete field list, in the order respondents meet it.
- What should we call you?Short textRequired
- Where should the indication go?Short textRequired
- One email with the numbers in it. We do not ring the moment this form is submitted, and nobody else gets your address.
- Which business is it for?Short textRequired
- What sort of building are we looking at?DropdownRequired
- Options: Warehouse or distribution shed · Light industrial or workshop · Retail or hospitality premises · Office building · Cold store or food processing · Farm sheds · Something else
- Roughly what does the site spend on electricity a quarter?Single choiceRequired
- A range is fine, and it is the single most useful thing you can tell us. Below about four thousand a quarter the numbers rarely work, and we would rather say that now than after a site visit.
- Options: Under $4,000 · $4,000 to $10,000 · $10,000 to $30,000 · Over $30,000 · I would have to check
- When are you hoping to do something about it?Single choiceRequired
- Options: This quarter · Within six months · Sometime this financial year · No timeline, I am gathering numbers
- Who signs off on something like this?Single choiceRequired
- It changes what we send, not whether we reply. A landlord in the mix means a different conversation and usually a different structure.
- Options: I do · I do, with one other person · A board or committee · The landlord owns the roof · I am gathering information for somebody else
- What made you look into this now?Long text
- Optional, and the answer people write here is usually the one that makes the reply useful rather than generic.
- Before you send itMultiple choiceRequired
- Marketing email needs your permission, and it has to be a real choice rather than a pre ticked box. Every message we send carries our name and address and a working unsubscribe link, and we act on an unsubscribe within five working days.
- Options: Send me the written indication I have asked for · You may also email me occasionally about rebates and case studies, and I can stop that at any time
What makes this form work
It names the number that disqualifies people
The spend question says outright that below about four thousand a quarter the numbers rarely work. Some people leave at that screen, which is the point. The alternative is a booked site visit that ends with the same sentence and two hours gone.
It asks who signs off, and says why it is asking
Five options covering a sole decision maker, a board, and a landlord who owns the roof. The help text explains it changes what gets sent rather than whether there is a reply, which is what stops people picking the answer they think sounds strongest.
The consent line is separate from the request
Two tick boxes on the last screen, neither pre ticked: the written indication that was asked for, and, separately, occasional marketing. Splitting them is what makes the second one worth having, and the note about unsubscribes being acted on sets the expectation in the right place.
Questions people ask
How many fields should a lead capture form have?
As few as still let you tell a real enquiry from a browse. Every extra field costs completions, so the test for each one is whether the answer changes what you do next. Here the building type, the spend band, the timing and who signs off all change the reply, and the optional free text is the only question that does not.
Should the qualifying questions come before the email address?
In a conversational form it matters less than people expect, because the person only ever sees one question. This form takes the contact details first so that a half finished submission is still worth something, but a submission only lands when the last screen is reached, so there is no partial capture either way.
Why is the marketing consent a separate tick?
Because consent for marketing has to be a distinct, active choice, not a condition of getting the thing that was asked for. Two lines: send me what I asked for, and separately, you may email me about other things. Pre ticked boxes and bundled consent are what anti spam rules exist to prevent, and the message you send afterwards still needs your identity and a working unsubscribe on it.
How does this get onto a website?
As an iframe pointing at the published form URL. If you want it to work only on your own pages, set the access type to domain restricted and list the domains, and the form refuses to load anywhere else. Access settings are saved with the published version, so the rules a live form enforces are the ones it had when it was published.
Build your own in about a minute
The button below opens the generator with this use case already described. Change the wording to match your own, generate, then edit anything you like.
Make my lead capture formOther form examples
Demo request form
A demo request form that opens with company size and budget is asking the buyer to qualify themselves before they have any reason to. This one takes the three contact fields first, then spends five questions working out who should run the session and what to actually show. It is conversational, one question per screen, because a booking form on a phone is finished when nothing on screen looks like work.
Request a quote form
Most quote request forms collect a name, a phone number and the sentence "I need a fence", which guarantees a call, then a visit, then a price. This one asks for the four things that actually let a trade put a number on a job: a measured run, a photo down the whole line, the ground conditions and a budget band. It is a classic form, because the photo field and the measurement have to be visible together while somebody stands at the job.
Contact form template
A contact form gets worse with every field added to it. This one has six, and the two doing the real work are the subject dropdown that routes the message and the line printing the reply time where somebody can see it before they write. It states the phone number rather than hiding behind the form, and it does not sign anyone up to anything. Classic, because six fields on one screen is faster than six screens.
Want the steps in the builder? Read Create a conversational form with AI, then Embed a form on your website. For everything this generator can do, see the form maker.