We live in an always-on world where the odds are in favour of you losing your audience before they even get to your lead capture form.
It's only through building your audience's trust and giving them something of real value that you give yourself a fighting chance. It's about building a relationship over time, becoming established as a trusted resource for your audience, and one they return to again and again.
But of course, you don't want just any old lead. Smart marketers know to build qualifying questions into lead forms to form a clearer picture of what people need from you.
The last thing you want is for people to see your content and then shrug and say "so what?". Give them something that makes them look twice (and come back for more).
Your audience values their details, so when they share these with you, your content needs to exceed their expectations.
You won't get it right the first time around. Experiment with everything - from your content types to the positioning of your calls to action. Conversion needs to feel effortless.