Creative Nomads

March 8, 2022

5 Tips in Using Lead Gen Forms to Build Your Contact List

Do you want to grow your email list? Are you trying to up your email game? Before you can improve your email game, you need to build your list through lead gen forms. And the bait to get them to opt-in, is generally a valuable downloadable users will want to trade their email for.

As you begin this journey, check out these helpful tips:


You want to make sure that people will see your lead forms. If it’s at the bottom of your website, move it up higher because people want to see it.

Visual attractiveness

Make sure your lead gen forms are attractive. It should look inviting and engaging. It should have visuals that pop and makes people want to click on it so that they can take a look. It should pull people into it.

Engaging copy

Make sure that the copy is engaging. Consider using language that your target audience cares about. Your copy establishes that you are the expert, and that you understand their pain. You have the answer, and you can offer them a solution. Engaging copy captures your audience and leads them into your mailing list.


Do NOT make your lead gen forms complicated. It should not be a paragraph of text with intricate and lots of detail. If you have to explain it with 4 or 5 sentences, then it’s too complicated. If it takes too long to explain to it, you’re definitely going to lose those leads. So don’t do that! Instead, make your offer simple, and a no-brainer.

Offer value

If your downloadable doesn’t offer value, then you’re going to have unhappy people. They won’t tell their friends, and they won’t convert. So make sure you invest in a quality downloadable, that offers value.

Bonus Tip for building lead gen forms:

Don’t sell too hard in your downloadable. Include a clear call-to-action, but refrain from making it “sales-y.” If you’re offering something that people can actually use, they will learn something and grow. That increases the expertise that you’re showing, and will lead to increased sales!

To sum it up. Offer a pdf that is actionable, offers value, and speaks to your expertise as the expert who can solve their problems. Don’t make a fluffy pdf that’s useless, and nobody can take action with.

Those are your five tips in using lead gen forms to build your contact list. If you want to have a conversation about some possible lead gen ideas for your business, let me know!

I’d love to know your ideas about what you guys are doing for your pdf downloads. Schedule a call with me to dig into interesting lead gen ideas!

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About the Author

Jason Rutel is the founder of Creative Nomads, a dynamic agency centered on enriching donor engagement for nonprofits and global missions organizations. With an impressive track record in web design, videography, and branding, Jason brings innovative communication strategies that drive mission-focused initiatives.

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