Step by step guide to creating custom lead capture forms in Jotform for b2b sales teams

If you’re running B2B sales, you know that a good lead capture form isn’t just about slapping fields on a page. It’s about getting the right info, making it easy, and not scaring off potential customers with endless questions. This guide is for anyone in B2B sales who wants to build better forms—without wasting hours on tools that promise the world and deliver headaches.

Below, I’ll walk you through creating a custom lead capture form in Jotform that’s actually useful for sales teams. We’ll cover what to include, what to skip, and how to avoid common pitfalls.

Step 1: Get Clear on What You Actually Need to Capture

Before you even open Jotform, stop and think: What do you really need to ask people? More fields mean fewer completions. Every extra question is another chance for someone to bail. For most B2B teams, you’ll want:

  • Name (or just “Full Name”)
  • Company
  • Work email (never use “Email” alone for B2B—Gmail addresses aren’t helpful)
  • Phone number (optional, unless you actually call leads)
  • Job title (if you care about role)
  • Anything specific to your process (e.g., “How did you hear about us?” or “Company size”)

Pro tip: Skip the “Message” box unless you have a good reason; most people leave it blank or write “n/a.”

Step 2: Fire Up Jotform and Choose the Right Template

Jotform is pretty straightforward, but the sheer number of templates and options can overwhelm. Here’s what to do:

  1. Sign in (or sign up) at Jotform.
  2. On your dashboard, hit “Create Form.”
  3. You’ll see options:
    • Start from scratch
    • Use a template
    • Import a form

For B2B lead capture, start from scratch or pick a simple “Lead Generation” template. Don’t waste time browsing hundreds of templates. Most are either too generic or jammed with fluff.

Pro tip: Avoid templates labeled for “Contact Us” or “Newsletter Signup.” They tend to miss fields B2B teams need.

Step 3: Build Your Form—Field by Field

Here’s where you add only what you need. In Jotform’s drag-and-drop builder:

Must-Have Fields

  • Full Name: Use the built-in “Full Name” element.
  • Company Name: Search for or add a “Short Text” field; rename it.
  • Work Email: Use the “Email” field, but edit the label to say “Work Email.”
  • Phone Number: Optional, but use Jotform’s “Phone” field if you include it.
  • Job Title: Another “Short Text” field.

Optional (But Sometimes Useful)

  • Website: Good for B2B, but not essential.
  • Company Size / Industry: Use “Dropdown” or “Single Choice” for cleaner data.
  • How did you hear about us?: Use “Dropdown” with a few clear options.

What to Skip

  • CAPTCHA (unless you’re getting spammed)
  • Address (unless you ship something)
  • “Comments” or “Additional Info” (unless your sales process needs it)

Pro tip: Keep labels clear and boring. “What’s your role?” beats “Your Professional Designation.”

Step 4: Make It Look Like You Give a Damn

Ugly forms get ignored. In Jotform, you can:

  • Swap in your company logo
  • Use your brand colors
  • Change the font to something readable

But don’t go overboard. Fancy backgrounds and animations slow down loading and distract from your goal: getting leads.

Pro tip: Test your form on mobile. Most B2B folks are still on desktop, but you’d be surprised how many fill out forms on their phones between meetings.

Step 5: Set Up Notifications (So You Don’t Miss Leads)

By default, Jotform sends email notifications for every submission. That’s fine for small teams. If you get more than a few leads a week (lucky you), you’ll want to:

  • Send submissions to a shared inbox (like “leads@yourcompany.com”)
  • Use Jotform’s integrations to push leads to your CRM (Salesforce, HubSpot, etc.)
  • Set up Slack or Microsoft Teams notifications for instant alerts

Reality check: Jotform’s CRM integrations are okay for basic stuff. If you need deep automation, use Zapier or Make (formerly Integromat) as a bridge.

Step 6: Nail Down the Thank You Page

Don’t just use the default “Thanks for submitting!” page. Instead:

  • Confirm receipt (“We got your info.”)
  • Set expectations (e.g., “Someone will reach out within 1 business day.”)
  • If relevant, offer next steps (like booking a call, or downloading a resource)

This little touch reduces confusion and cuts down on “Did you get my form?” emails.

Step 7: Embed or Share Your Form

You’ve got options:

  • Embed on your site: Jotform gives you an embed code (iFrame or JavaScript). Paste it into your site’s page builder or CMS.
  • Share the link: If you don’t have a website update handy, just send the direct link.
  • Pop-up or modal: Jotform can generate pop-up forms, but honestly, these often annoy serious B2B buyers—use sparingly.

Warning: Watch out for slow load times when embedding. If your site is sluggish, try the iFrame option over JavaScript.

Step 8: Test It Like a Skeptic

Don’t just fill it out once and call it done. Really test:

  • Try it on different browsers and devices
  • Enter fake info (does the validation work?)
  • Submit and see if the notifications go where they should
  • Check how the data lands in your CRM, if you integrated

If something feels off, it probably is. Fix it before your prospects run into it.

Step 9: Keep an Eye on Results—But Don’t Obsess

Jotform gives you basic analytics: number of views, submissions, and abandonments. That’s fine for most sales teams. If you’re in a high-volume environment, use Google Analytics or your CRM to track deeper funnel metrics.

  • If your form gets lots of views but few completions, try removing fields.
  • If you’re getting junk leads (personal emails, fake companies), add a validation step or use dropdowns for key fields.
  • If you’re not getting leads at all, the problem’s probably not the form—it’s your offer or your traffic.

Step 10: Iterate, Don’t Overthink

No form is perfect. The best B2B sales teams tweak their forms as they go:

  • Remove fields nobody fills out
  • Add a new field only when you need that info up front
  • Update wording if people seem confused

Resist the urge to add every possible field “just in case.” That’s how you end up with forms nobody completes.

Quick Recap: Keep It Simple, Keep It Useful

Building a good B2B lead capture form in Jotform isn’t rocket science. Start with what you need, make it easy to fill out, plug it into your sales process, and don’t get cute with design or features. Most of all: Iterate based on real results, not wishful thinking.

Now go build that form and get back to actually selling.