25 lead generation form examples to steal in 2026

Quote and estimate forms are the lead generation forms our customers run most, and nearly all of them are multi-step, because the format converts so well. We tore down 21 of them in our multi-step form examples post. The four below show the range, from a two-screen solar form to a marketplace that shows the match before the contact screen.

Thumbtack: house cleaning request

Thumbtack asks for the project and a ZIP code on its home page, then runs the questions in a modal while the matching cleaners sit on the page behind it. The visitor can see the reward the whole time.

What we like

• The match comes before the contact fields. Three cleaners with ratings and response times are on screen before Thumbtack asks for an email. The form is not a gate in front of the results, it is the way to message the people you can already see.
• A promise on the first screen. "No calls or text until you message a pro" sits under the search box. That one line answers the fear that stops most people typing into a home services form.
• Email first, phone last. Screen 13 asks "Where should we send the pro's response?" with "We don't share your email with pros" under it, and the phone number only arrives on the final screen, next to a ZIP check and a reason.

What we'd test

Dropping the "Confirm some details" screen, which repeats two answers the visitor gave thirty seconds earlier, and moving the optional "Send a message to the pro" box to after submit.

Sunrun: solar quote

Sunrun's quote form is two screens. The first asks for a ZIP code and whether you own your home, the second asks how to reach you. It is the shortest form in this post that still qualifies the lead.

What we like

• The two questions that decide everything. Solar is sold to homeowners in service areas, so ZIP plus "Do you own your home?" screens out the leads a rep cannot sell to before any contact detail is typed.
• "Great!" before the contact fields. The second screen opens with a one-word reward and "No obligations" in the subhead. The visitor has passed a test they did not know they were taking.
• A plain consent paragraph. The text under the button names the calls and texts, caps them at ten a month, and says consent is optional. Nothing is hidden behind a link.

What we'd test

A third screen between the two, asking about the monthly electric bill. It would let the thank-you page show a savings estimate instead of a generic message, and the bill is a number homeowners know.

Peddle: instant car offer

Peddle asks seventeen questions about the car, prints a cash offer with the car's own name on it, and only then asks for an email. The offer is the reason to finish the form.

What we like

• A number before a name. Screen 18 reads "We'd love to buy your 2015 Toyota Corolla LE for" and then the figure. The email screen after it is the way to keep an offer, not a request for personal details.
• Every condition question is a tap. Tires, battery, damage "bigger than a baseball", flood or fire: each is a card with a full-sentence answer, so a seller never wonders whether their situation counts.
• The ownership and title questions come third and fourth. They screen out the cars Peddle cannot buy before it spends money on a call or an offer.

What we'd test

A line under the offer saying how long it is valid. A deadline on a cash figure is the strongest reason to finish the email screen now rather than later.

HomeBuddy: walk-in shower quote

HomeBuddy asks a ZIP code and sixteen icon-tile questions before a single contact field, then asks for the name and email on one screen and the phone number on another, with a reason under it.

What we like

• "Not sure" on nearly every screen. A homeowner who cannot name their water heater keeps moving instead of leaving.
• The phone screen explains itself. "A valid phone number is required to issue a formal estimate." sits under the field with a lock icon inside it. After sixteen taps, the phone becomes a condition of the estimate the visitor has earned.
• A mascot that marks progress. The cartoon contractor's speech bubble changes from "Let's get started" to "Almost there…" to "And the final step!". A character telling you the end is close beats a bar.

What we'd test

Cutting the lowest-value questions (glass type, showerhead) and measuring how many estimates the contractors accept, not only how many forms complete.

A quiz funnel is a lead generation form that pays with a recommendation. The visitor answers six or seven easy questions about themselves, and the email field at the end is the way to keep the result. Retail brands run them to segment, and our customers run them to qualify.

Warby Parker: frames quiz

Warby Parker's quiz is seven questions with a progress count on every screen and a skip button on every optional one. The email field comes last, and it is skippable too.

What we like

• "1 of 8" on the first screen. The visitor knows the size of the task before they start, and the count never lies.
• "No preference" on every taste question. Shapes, colors and materials all offer a way out. Forcing a choice on a question the visitor does not care about produces a wrong answer and a worse recommendation.
• The email ask is honest about the trade. "Save quiz results for later" says what the email is for, and the marketing opt-in is a separate, pre-checked box the visitor can untick. We would have it unchecked, but the two asks are at least separate.

What we'd test

A preview of two or three recommended frames on the email screen, under the headline. Showing part of the result makes "save this" a far stronger ask than "we'll send you your quiz results".

AG1: product match quiz

AG1 greets new visitors with a "Try your luck" popup, then runs a six-question quiz that ends with "You've earned 20% off your first subscription order" and an email field.

What we like

• The reward is earned, not offered. The 20% is framed as the prize for finishing the quiz, so the email field reads as where the coupon gets sent rather than as a sign-up.
• Every answer has a one-line explanation. "Brand new: I am starting a new health journey and don't know where to begin." The visitor self-selects accurately, and AG1 gets a cleaner segment.
• A progress bar that reaches 100% on the email screen. The contact ask is inside the quiz, not after it, so it does not feel like a second form.

What we'd test

Showing the matched product above the email field. The visitor has just answered six questions about their health, and the result is the thing they came for.

Invisalign: smile quiz

Invisalign's five-step quiz asks who you are, what your smile looks like, your biggest question and where you are in the process, then asks for full contact details with a date of birth.

What we like

• Picture cards for the smile question. Overbite, underbite, crossbite and gap teeth are drawn, not described, so a visitor who does not know the word can still answer.
• "What's the number one question you have?" The answer (cost, time, will it work, in-person visits) tells the local provider what to lead with on the first call.
• The journey question sorts the lead. "I've just started my research" and "I'd like to set up an appointment" are different leads, and the form captures that before the phone number.

What we'd test

Dropping the date of birth from the contact screen. It is the one field that makes the form feel medical rather than curious, and the age question could be a range on screen one.

These forms exist to find out whether the visitor is a lead at all. They ask the disqualifying questions first, pay the visitor with a "you qualify", and only then ask how to reach them.

hear.com: trial eligibility

hear.com runs a long questionnaire to qualify visitors for a 45-day hearing aid trial. Between the questions it drops testimonials, financing news and a "YOU QUALIFY!" screen, and it asks for the phone number on the very last screen.

What we like

• Good news as an interstitial. "Good news! You're eligible for flexible financing options from 12-60 months" appears right after the credit score question. The form answers the fear it just raised.
• Testimonials between questions. Two short customer quotes with star ratings sit inside the flow, each where a visitor might be wavering. Social proof mid-form is rare and it works here.
• The phone number is the only contact field. No email, no address. hear.com sells by phone, so it asks for the one thing it will use and nothing else.

What we'd test

Collapsing the "Saving..." screens. There is one after almost every answer, and each is a beat where the visitor can leave. A progress count would do the same job without stopping the flow.

A Place for Mom: care finder

A Place for Mom asks eleven questions about the person who needs care, from mobility to monthly budget, then shows "We are tailoring your list..." and asks for contact details to see the options.

What we like

• The answers rewrite the questions. Choose "Mom" on screen 2 and every later screen says "your mom". It is a small thing that makes an eleven-question form feel like a conversation.
• "Good news" after the timeline question. Answer "Immediately" and the next headline says "We can help you find care upon very short notice." The visitor's worry is met before the next question.
• The budget question comes last and explains itself. "This includes rent, food, and care. You can always edit this later." It is the hardest question, so it comes after ten easy ones, with a reason and an escape hatch.

What we'd test

A count on the progress bar. The bar only appears from screen 8, and a visitor on screen 4 has no idea how much is left.

Optima Tax Relief: free consultation

Optima's form opens in a popup with two dropdowns, how much you owe and which state you live in, and then declares "You Qualify for a Free Consultation!" above the contact fields.

What we like

• Two questions, both disqualifiers. Debt amount and state are the two things that decide whether Optima can take the case, and they are the only two things asked before the contact screen.
• A three-segment progress bar in a popup. The visitor can see the whole form is three steps before they pick an answer.
• The qualifying headline does the selling. "You Qualify" turns the contact fields from an application into a claim.

What we'd test

Choosing a dropdown advances the form by itself, with no button. We would test option cards instead, so the visitor sees all four debt ranges at once and taps one.

A conversational form asks one question at a time in a message thread, with answer chips instead of fields. It is the most conversational type here, and it is also the easiest to make too long.

Rocket Mortgage: chat pre-approval

Rocket Mortgage runs its pre-approval form as a chat. Three cards open it, each question arrives as a message with tappable answers, and the contact fields appear as a card inside the thread.

What we like

• Every message acknowledges the last answer. "Single-family homes are a popular choice." "Nice, house hunting is always exciting." "Austin's got a lot to offer." It is scripted, and it still reads as attention.
• The down payment chips do the math. Pick a $450k target and the options become "3% ($13,500)", "5% ($22,500)" and so on. The visitor never has to calculate.
• A reason before the contact card. "Before diving in, can you please provide your contact info so we can guide you with the right next steps?" is a because, and it comes after eight questions have been answered.

What we'd test

A progress line in the chat header. The opening screen promises "about 3 minutes", and nothing after that tells the visitor how far along they are.

Lemonade: chat renters quote

Lemonade's renters quote is a chat with a step list beside it. It opens with "Hey there! I'll help you get a quote in no time", asks one question per screen, and uses the visitor's name and address in the questions that follow.

What we like

• The product picker is the first real question. Renters, homeowners, car or pet, as icons, and the rest of the chat is built for the one you tap.
• A bundle offer that uses the answers. "Great news, Test! Our renters in Texas save money when bundling with car" arrives right after the address, with the visitor's name and state in it. The upsell reads as a reply, not an interruption.
• Icons for the inventory questions. Building type, safety devices, who lives with you and which pets are all picture tiles, so a form that asks a lot stays a form you tap through.

What we'd test

Moving "Do you already have a renters policy for this address?" to the first screen. Lemonade can only switch or sell, and the answer changes which chat the visitor should be in.

Not every lead form needs steps, and a good contact form is still a lead form. When the visitor already knows what they want and the business needs four or five facts to call them back, one screen with a strong headline and an honest consent line is the right form. The three below are the kind our customers run beside a phone number, and there are five more in our post on lead capture form examples.

Morgan & Morgan: case evaluation

Morgan & Morgan puts a seven-field "free case evaluation" form in the hero of its home page, with a case type dropdown, a details box and a "See if you qualify" button, and a chat prompt offering a free consultation beside it.

What we like

• "See if you qualify" instead of Submit. The button turns a form into a test the visitor might pass, which is exactly how a personal injury lead thinks about their case.
• Case type is a dropdown, not a text box. Car accident, slip and fall, workers' compensation and the mass tort campaigns are all listed, so the lead routes to the right intake team without a human reading the details first.
• Two ways in. The form and the chat sit side by side, and a visitor who would rather type a question than fill fields has somewhere to go.

What we'd test

Splitting the form in two, with the case type and details first and the contact fields second. The details box is where the visitor explains the thing that happened to them, and it is a better opener than a name field.

SNHU: request info

Southern New Hampshire University's request-info form is one long page: four program dropdowns, then name, phone, email, a full postal address and a military question, with the consent paragraph and a phone number under the button.

What we like

• Program before person. The form opens with how you want to attend, the degree level, the area and the program. The visitor is asked about their plan before their name, and the admissions team gets a routed lead.
• A phone number as the alternative. Under the consent text, SNHU says consent is not required and gives a number to call instead. That line satisfies the TCPA and offers the visitor a second path.
• The dependent dropdowns stay short. Choosing an area of study narrows the program list, so nobody scrolls through every degree SNHU offers.

What we'd test

Moving the street address off the form. It is the longest ask on the page, and a ZIP code gives admissions the same routing with one field.

CarShield: warranty quote

CarShield's quote form is two columns in the hero, vehicle on the left and contact on the right, with a celebrity endorsement beside it and the consent paragraph under a green "Get your free quote" button.

What we like

• Two labelled halves. "Vehicle information" and "Contact information" tell the visitor the form is two small jobs, not eleven fields.
• The car dropdowns depend on each other. Pick the year and the makes load, pick the make and the models load, so there is no typing and no impossible combination.
• A reason to answer "How'd you hear about us?" It sits last, after the promo code, where it costs nothing. Attribution questions belong at the end or nowhere.

What we'd test

A two-step version, with the three car dropdowns and the mileage on screen one and the contact fields on screen two, keeping everything else the same. In our experience that split alone lifts completion on forms like this.

A booking form is a lead form with a calendar at the end. It has to collect enough to route the request, and it has to be honest about how long it takes.

Cleveland Clinic: appointment request

Cleveland Clinic's appointment request is fourteen screens, opening with a checklist of what you will need, and ending with a review page and the offer of a callback time.

What we like

• The first screen sets the terms. "To fill out this form, you'll need" a list of three things, "This should take about 10 minutes", and the request is processed in one to two business days. Nobody starts this form under a false impression.
• Picture tiles for the yes-or-no questions. "Who is this request for?" and "Have you received care here in the last three years?" are illustrated tiles, and the avatar on the progress bar walks along the top as you go.
• A review screen before the end. Fourteen screens of answers are shown back in full before the request goes in. On a medical form, that is the difference between a lead and a correction call.

What we'd test

Moving "What is the reason for this appointment?" to screen 2. It is the question the visitor arrived with, and it currently waits behind the name, gender and address screens.

A demo request is the B2B lead form, and the best ones have stopped looking like contact forms. They ask one thing on the first screen and let the rest wait.

Zendesk: demo request

Zendesk's demo form is a four-screen modal that opens with "Who will you help most often with Zendesk?", then asks for the work email, the name and the phone number, one per screen, under a progress bar.

What we like

• A routing question first. Consumers, businesses or employees decides which demo the visitor gets, and it is a question with no wrong answer.
• "Thanks Test, what's your phone number?" The phone screen uses the first name the visitor just typed. It is the single best example in this post of using an answer back at the visitor.
• Four fields, four screens, one progress bar. The form asks for nothing it will not use, and the bar is full on the phone screen, which it should be.

What we'd test

A company size question after the routing one. It would cost a tap and let sales decide who takes the demo before the phone rings.

Notion: contact sales

Notion's contact sales form asks for a work email alone on the first screen, a company size on the second, and the full details on the third. The fourth screen says the call is being scheduled and asks two optional questions while you wait.

What we like

• One field, then one tap. Email, then company size as four buttons. Two screens in, Notion knows whether this is a lead worth a rep, and the visitor has typed one thing.
• The phone number is optional and says so. "Phone number (optional)" on the details screen is the right call for a company that schedules by email.
• The thank-you screen keeps working. "We'll be in touch with [your email] to schedule a call. While you wait, feel free to share more details." The two questions after submit are answered by people who have already said yes.

What we'd test

Showing the company-size buttons on the first screen beside the email field. For a visitor on a desktop it is one screen instead of two, and for Notion it is the same data.

A free trial sign-up form competes with the product itself. Every field is a field between the visitor and the thing they came to try.

Zendesk: free trial

Zendesk's trial sign-up asks for the work email first, then the name, then the phone, then a password, with "No credit card required" under every button and a review score under the headline.

What we like

• The same four-screen rhythm as the demo form. Email, name, phone, then the final ask. A visitor who has seen one Zendesk form knows how the other one goes.
• Proof above the first field. A 4.3 rating from 11,726 reviews sits between the headline and the email box. That is where a doubt would otherwise sit.
• "No credit card required" on every screen. The sentence that stops most trial sign-ups is answered before it is asked, four times.

What we'd test

Asking for the phone number after the account exists, inside the product, rather than between the name and the password. The trial is the reward, and the phone is the only field on the way to it that a visitor might refuse.

Shopify: free trial

Shopify's free trial starts with one email field in the hero and nothing else. Type it, and the next screen asks for the six-digit code it just sent.

What we like

• One field on the whole page. The hero is a headline, an email box and an arrow. There is no decision to make except typing.
• Verification is the second step, not the tenth. The code screen confirms the email before Shopify asks anything else, so every later answer belongs to a real inbox.
• The arrow button. It has no label, and it does not need one. The field tells you what it wants.

What we'd test

A line under the email field saying what happens next ("We'll send a code, then set up your store"). The code screen surprised us, and a surprise on step two is a reason to check a different tab.

Gated content, from a report to a webinar seat, is the classic lead magnet, and the form in front of it sells the download. The visitor has already decided they want the thing, so the form's only job is to not get in the way.

Salesforce: State of Marketing report

Salesforce gates its State of Marketing report behind an eight-field form: name, job title, company, company size, country, email and phone, with "Get the report" as the button.

What we like

• The button names the reward. "Get the report" is what the visitor came to do, and it is the last thing they read.
• The form sits on the report page. The headline above it says "Looking for the full report? Get access using the form below." The visitor has read the preview, and the form is the next paragraph.
• Company size as a dropdown of ranges. Nobody types a headcount, and sales gets a clean segment.

What we'd test

Cutting the phone field, or marking it optional, and measuring downloads against the sales-qualified leads the phone actually produced. Eight required fields for a PDF is a toll.

Semrush: webinar registration

Semrush's webinar registration asks for a name, a business email, an organization type, what you want to learn, a company URL and a marketing opt-in, all on one screen with "Register Now" as the button.

What we like

• "What are you looking to learn today?" An open question that costs the visitor ten seconds and gives the presenter a list of what to cover.
• Agency or brand as a two-option dropdown. It is the segmentation Semrush actually uses, and it is one tap.
• The marketing opt-in is a separate, unchecked box. Registering for the webinar and agreeing to the newsletter are different decisions, and the form treats them that way.

What we'd test

Making the email the only required field. The organization type and the learning question are worth more as optional fields that most people answer than as required fields that some people refuse.

A newsletter sign-up box asks for one thing, and an email popup asks for it uninvited. The best ones treat the email as the beginning of a relationship rather than the end of a form.

Morning Brew: newsletter

Morning Brew's home page has an email field and a Subscribe button in a blue bar. Once you subscribe, a three-step profile form opens, asking for your name, your job and your company.

What we like

• The subscription is done before the questions start. The email goes in first and the profile is asked after, so no question can cost a subscriber.
• The profile form explains itself. "To help us provide you with the most relevant content, news & event opportunities, just answer a few quick questions." A reason, then three numbered steps.
• Dropdowns that reveal a follow-up. Pick a job function and a "Which best describes your role?" question appears. Each answer earns one more question, never a whole page.

What we'd test

A Skip link on the profile steps. A new subscriber who closes the modal on step two has still subscribed, but a visible skip would make that obvious and keep the goodwill.

Fabletics: welcome popup

Fabletics greets new visitors with a welcome popup, then a gift-box game that reveals an 80% off offer, then a size question, and then an account form to claim the discount.

What we like

• The first screen is a segmentation question dressed as navigation. Shop women's, men's or scrubs tells Fabletics which catalog you want before any offer appears.
• The gift box is a tap before the ask. "Tap a gift box to unwrap your exclusive discount" is a tiny commitment, and it makes the offer feel won rather than pushed.
• Sizes before email. Three size grids come before the account form, so the first email Fabletics sends can show clothes that fit.

What we'd test

Asking for the email alone on the offer screen and creating the account later. The password and "How did you hear about us?" fields turn a discount claim into a registration, and that is where the popup gets heavy.

A free tool trades a result for an email. The result has to be real, and it has to arrive quickly enough that the email field feels like a receipt rather than a toll.

HubSpot Website Grader

HubSpot's Website Grader asks for a website and an email on one screen, shows a loading message while it runs, and then prints a score out of 100 with four sub-scores and a CTA to build a faster site.

What we like

• Two fields, and the first is the fun one. The website field is the tool. The email field is the price, and it is asked at the same moment, before the visitor has had time to think about it.
• A loading screen with a voice. "No, it's not your internet connection. The software is just slow sometimes. Sorry." Twenty seconds of waiting becomes a line people quote.
• The result sells the product. A score of 87 is followed by "This site is good" and a button to create a high-speed website. The report is the pitch.

What we'd test

Asking for the email on the result screen instead of before it, with the score visible behind a blurred report. The grader would lose some emails and gain the ones that currently bounce at the first screen.