[FAQ]

I’m planning a lead generation campaign on LinkedIn and I want to use the native ‘Lead Gen Forms’ to make it easy for people to sign up for our offer. I’ve never set one up before, and I want to make sure I do it correctly to get the best results.

What are some of the best practices in 2025 for creating and using a Lead Gen Form? I’m thinking about what fields to include, how to write the offer, and how to get the best possible conversion rate.

[Jeff Bullas]

That is a smart question to ask.

Quick Answer: LinkedIn Lead Gen Forms are pre-filled forms that allow users to submit their information with just a few clicks. To use them effectively, you must have a compelling offer and keep the form as short and simple as possible to maximise conversions.

They are a powerful tool because they dramatically reduce the friction for a user to become a lead, since they do not have to leave the LinkedIn platform to fill out your form on an external landing page. Here is how to use them effectively.

First, you must have a genuinely valuable offer. People will not give you their professional information for nothing. Your ad needs to promote a valuable asset, such as a high-quality white paper, an e-book, a webinar registration, or a free consultation.

Second, you need to keep your form as short as possible. The form’s power is that it can pre-fill with information from the user’s LinkedIn profile, like their name, email address, and company. You should only ask for the absolute minimum information you need to qualify the lead. Every extra field you add will reduce your conversion rate.

Third, you have to be clear and compelling in the copy on the form itself. Even though the user has already clicked your ad, you need to use the form’s headline and offer description to quickly resell the value of what they are about to receive. This convinces them to hit the final ‘submit’ button.

And fourth, you must have a system for immediate follow-up. As soon as a lead is submitted, you need a process in place to contact them, whether it is through an automated welcome email or a notification to your sales team. You can connect your Lead Gen Forms directly to your CRM or email marketing system to automate this entire process.

In summary, the key to a successful Lead Gen Form campaign on LinkedIn is the combination of a high-value offer and a short, simple form. By making the process frictionless for the user and ensuring you have a rapid follow-up system in place, you can generate high-quality leads directly on the platform.

Cheers,

Jeff

[Author]

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