There are several capture strategies within digital marketing that help companies to grow exponentially over the internet. Of course, these companies invest in people who will bring significant results with site or blog optimization. However, most professionals fail on this task because they don’t know how to attract customers the right way, leaving efficient content marketing behind. The conversion of accesses into customers is called: lead. But how can you start capturing qualified leads to your company? How can you use them even in marketing campaigns? Check out:
Know your leads to learn how to create a capture page
A lead is not a customer or a "conversion into a customer." A lead is a contact who has expressed interest and provided information in exchange for value (e.g., an e-book). From there, marketing and sales qualify this contact and nurture the relationship until they're ready to buy. Mostly, the information is: full name; email; and phone. THat way, the company can insert the possible customer on the purchase funnel until they reach a purchase, for example.
But besides the offer-purchase, the lead management with SEO techniques for a website is essential to make it grow and to increase range. In other words, rank it better and higher, making the website one of the top results on search engines that lets it to be a reference in a certain service or product. Getting the top result is not an easy task, so it’s time to take notes of these incredible tips below.
In technical SEO, monitor Core Web Vitals (INP): since 2024, INP has replaced FID and measures responsiveness to interactions. Forms, menus, and pop-ups that freeze worsen the experience and can affect rankings and conversions; optimize scripts, latency, and main thread blocks.
And how can your company get qualified leads and not only access without getting any customers? Check below how to make an efficient marketing investment.
How to capture qualified leads with different kinds of marketing
To collect data in Brazil, clearly state the legal basis and the data subject's rights (revocation, deletion) in accordance with the LGPD/ANPD. As a best practice for list quality, enable double opt-in: it confirms valid email addresses and reduces spam; it does not replace consent when this is the basis applied.
We know that for the visitor to get interested in giving information - becoming leads - companies must invest in material which takes the attention of the potential customers to make the exchange possible.
But before investing, it’s necessary to highlight how important it is to have qualified content. That way, your website will have the attention you want. Besides that, good content will also help your website to be top ranked, so content production must be a priority to increase your results.
Beyond "quality," Google recommends creating useful and trustworthy content that prioritizes people. Translate search intent into practical value (guides, checklists, examples) and make next steps (CTAs) clear. This facilitates ranking and improves conversion rates.
Rich content works as a bait for these customers because it sparks an interest about certain subjects that make them share their information. But even though with all this, they don’t feel interested, it’s necessary to put Plan B in action: offer an exclusive material, for example, so the landing page receives the information in exchange and it captures leads to your company.
Check now the most common ways to generate qualified leads using a capture page (Landing Page).
Ebook
Ebook is a digital book that can be accessed by a computer, tablet, or mobile. It consists of collected information about certain themes, services or products a company offers. The ebook can be sold or free and it’s extremely important and useful to an efficient lead capture.
Free ebooks are capable of sparking interest from its theme and making the lead exchange. Most of the time, the exchange is for the full name and email of the potential customers, because they are the primary information to get a qualified lead.
To do so, pay attention to the quality of your ebook; content that doesn't share the ideas of your company or has no pleasant visual identity won’t get the reader’s attention.
In forms, prioritize essential fields and test variations: HubSpot's analysis of over 40,000 landing pages shows that reducing fields tends to increase conversion, although the ideal varies by context. Avoid requesting sensitive data unnecessarily and make the exchange of value clear before submission.
Landing Pages
Landing Pages are pages that help generate new leads. It has a lot of elements to get a more qualified lead and has the potential to attract customers directly. Landing Pages are also known as conversion pages because they are famous for their high conversion rate. But how do they work?
A blog post can attract organic traffic and drive clicks, but it is not, by definition, a landing page. LPs are pages with a singular focus on conversion (few diversions/links) and a clear offer (e-book, webinar, quote), while posts educate and distribute internal links that lead to LPs.
If a user searches for a word on search pages on Google and gets into a post of your blog, it’s possible to classify this post as a landing page, because it was where the user landed.
Taking it deeper, this kind of page is a way to attract potential customers, offering a product or services (such as ebooks, webinars, courses, workbooks) that can significantly improve your purchase process and data capturing of the audience that fits your buyer persona.
Image: Tablet graph showing digital marketing metrics
Read too:
- How to decrease the rejection rate and increase the conversion?;
- 5 ways of how to capture students;
- How to retain customers? Understand how the CRM can help you!
Pop Up
The pop up is a window that opens on the navigator once we are visiting a website. Mostly, these windows give some information about the website or some ad, for example. And how can it help you on leads capturing?
Instead of a fixed rule (e.g., display at 50% scroll), avoid intrusive interstitials as per Google Search Central and test triggers (exit intent, time delay, contextual scroll). Prioritize ease of closing and accessibility on mobile to preserve SEO, UX, and conversion rates.
There are two ways to put the Pop Ups in your page to capture leads.
1. Pop Up Form:
It shows up when the user wants to leave the page. A centralized box opens up to avoid your page losing that access. It is one of the best ways to make the user come back to the content of that page.
2. Pop Up CTA:
It shows up on the screen corner when the visitors rolled down at least 50% of the page. This kind of pop up has two goals: promoting your landing page - as we said before; and lead visitors to the purchase stage.
There are windows that open with surveys that can also be pop ups. The forms are also a great option to capture qualified leads.
CTA
CTA - Call To Action, as the name says is a calling to someone to take some action within your website. It also can be found in emails and ads. The intention is to make the user click on a button or a highlighted link that directs them to some form - as we said before - or to another page to capture this lead. Most of the time, CTA are button with different sizes and colors so it can spark the user’s attention.
This button or call helps us to get the attention to an action we want, such as
subscribing to a newsletter, form filling, download, budget request and so on.
Call To Action is also very important in this “qualified leads capturing process”. However, it’s important to pay attention to the position of a CTA. It must always be followed by a good message that will get the attention of your user, creating an interest in your website and in clicking - what will give you a lead.
Even though it's usual to see it as a button, a CTA can be used also on social media, on the image or the subtitle, inviting the target audience to take the desired action.
To differentiate volume from quality, adopt lead scoring: combine Profile (fit) and Interest (engagement) to prioritize who's ready to move forward. This reduces the passing of cold leads, improves the transition to sales, and increases the conversion rate in the funnel.
The more leads the better?
As we said in all this post, leads are very important to your website or your company’s blog. But is every kind of lead good? No! And we should be aware of it.
Following these tips and techniques to capture qualified leads is extremely important. Because it really makes no sense to have a lot of leads without the necessary information to nurture them.
While creating any of the products we talked about, it’s very important to understand the key-words search. But what is that? Ok, simple: each key-word is something searched on the engines and it can be classified as long tail or head tail. Using the right, SEO can find and evaluate the content better to rank it.
Lead Capturing = elaborated strategy
Marketing campaigns to companies can be done through lead conversion, you just have to know how to use the tools in your favor. To do so, it’s very important to search about the digital marketing world and find out the news to keep your website or blog updated and optimized. Following the adequate SEO indications, it’s possible to be on the first page on Google and in other search engines.
In 2025, Google maintained third-party cookies in Chrome, but the market direction remains pro-first-party data (registrations and consents on its own channels). Use capture and flows that strengthen your proprietary base, with transparency of use.
Key takeaways from lead generation: Lead generation is essential for converting leads into qualified business opportunities, requiring quality content, efficient SEO, and well-planned acquisition strategies. Key practices include the use of engaging ebooks, conversion-focused landing pages, contextual pop-ups, strategic CTAs, and straightforward forms. Proper lead management should prioritize quality over quantity, complying with GDPR, applying lead scoring, and aligning marketing and sales. With a well-structured strategy, businesses can expand their proprietary database, improve their Google rankings, and increase conversion rates into real customers.
Now you understand a little more about lead capture and its efficiency towards results, you can apply them to improve the opportunities within your own business.
Know better how to create a landing page with the 7 best practices!
Lead Generation: How to Capture Qualified Contacts and Boost Conversions
What is a lead in digital marketing?
A lead is a contact who has shown interest and provided information such as name, email, and phone number in exchange for value (e.g., an ebook, webinar, or newsletter). A lead is not yet a customer, but can be nurtured through content and relationship strategies until they are ready to buy.
How does SEO influence lead generation?
SEO drives qualified visitors to the website, increasing the likelihood of converting them into leads. Practices like producing useful content, optimizing keywords, and ensuring fast technical performance are essential. Since 2024, Google has measured responsiveness through INP (Interaction to Next Paint), which replaced FID. Pages that are fast, accessible, and user-friendly improve both rankings and lead capture rates.
What strategies generate qualified leads?
The main strategies include:
- Ebooks: downloadable guides offered in exchange for user data.
- Landing pages: dedicated pages focused exclusively on conversion.
- Contextual pop-ups: prompts that appear at strategic moments, like exit intent.
- CTAs (Call to Action): buttons or links that guide visitors to act.
When combined with high-quality content and SEO, these tactics create a strong system for attracting qualified leads.
What should an ebook include to attract leads?
An ebook must provide valuable, well-structured information with professional design and relevance to the company’s offer. It should be useful enough to justify exchanging personal data. To maximize conversions, keep forms short and request only essential fields, such as name and email. Always communicate the value clearly before asking for submissions.
What is the difference between a landing page and a blog post for leads?
A blog post educates and attracts organic traffic, but it is not specifically designed for conversion. A landing page, on the other hand, has a single purpose: capturing leads. It uses a clean design, strong CTA, and clear offer (ebook, webinar, free course, consultation). Blog posts can drive visitors toward landing pages, but they don’t replace them.
How can pop-ups help generate qualified leads?
Pop-ups capture attention and encourage form completion. Common types include:
- Form pop-ups: appear when the user intends to leave the page.
- CTA pop-ups: appear after a certain scroll depth to promote offers.
Well-designed pop-ups should be non-intrusive, mobile-friendly, and easy to close. This balance maintains user experience, SEO performance, and lead generation effectiveness.
Why are CTAs critical in lead generation?
CTAs guide users to perform specific actions, such as subscribing to a newsletter, downloading content, or requesting a quote. They should be visually distinct, persuasive, and strategically placed throughout the page (top, middle, bottom). When well-executed, CTAs increase clicks and generate qualified leads.
Does having more leads always mean more sales?
Not necessarily. It is better to have fewer, high-quality leads than a large volume of unqualified ones. Lead scoring is key to prioritizing contacts based on profile (fit) and engagement. This ensures that marketing passes only qualified leads to sales, improving efficiency and conversion rates across the funnel.
How to align lead generation with data protection laws?
To comply with regulations such as LGPD, businesses must:
- Clearly state the purpose of data collection.
- Provide a privacy policy link.
- Obtain explicit consent when required.
- Offer options for revoking or deleting data.
A best practice is to use double opt-in, which confirms valid emails and enhances database quality.
Why is quality content essential for capturing leads?
Relevant and trustworthy content attracts the right audience and strengthens search engine rankings. High-quality content acts as a magnet, encouraging data sharing in exchange for value. It also builds credibility, increases shares, and keeps users engaged, making lead generation more sustainable and effective.
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