Web Forms & Lead Capture tools collect prospect information through embedded forms, pop-ups, and progressive profiling — feeding leads directly into CRM and marketing automation for scoring and follow-up. Core capabilities include drag-and-drop form builders, conditional logic and progressive profiling, multi-step forms, landing page integration, hidden field tracking (UTM, referral source), spam filtering, and integration with CRM, marketing automation, and enrichment tools. The category spans dedicated form and landing page builders (Typeform, Unbounce, Leadpages, HubSpot Forms) and form/capture modules within broader marketing and CRM platforms.