The playbook
Lead Capture Forms: Checklist
Use this lead capture forms checklist before a new release, a handoff, or a scheduled review. Its purpose is to verify the decisions that affect qualified delivered leads. Check an actual page or interaction record; a box marked complete without evidence does not show that the customer journey works.
Put the task in context
An initial service inquiry might need name, contact method, service need, and area. Ask for more detail later if it does not change the first routing decision. Include source context through appropriate hidden data rather than asking the visitor to reconstruct the campaign.
Before you use the checklist
Name the exact item being checked and its purpose. Gather field, qualification use, destination, required status. If one of those details is unknown, mark it as unknown and assign a way to resolve it. An invented value makes the checklist look complete while weakening every later decision.
Working checklist
| Check | Evidence to keep | Responsible role |
|---|---|---|
| Match fields to the offer and qualification needs | A dated observation showing how field was verified | website lead |
| Explain the response visitors should expect | A dated observation showing how qualification use was verified | designer or developer |
| Verify delivery attribution and duplicate handling | A dated observation showing how destination was verified | site owner |
Check the failure path
- Look specifically for this failure: collecting many fields that nobody uses to respond.
- Remove unused questions and collect deeper details later. Record the actual correction, not just the intention to make it.
- Repeat the affected task after the correction and check required status.
- Make sure the next owner can find the decision and supporting evidence.
Use three outcomes for each check
Mark an item as complete only when the expected behavior or information has been observed. Mark it as incomplete when a required condition is absent. Use not applicable when the condition genuinely does not belong to the chosen scope, and write a short reason. These states keep a review useful without forcing every process into an identical mold.
For example, if the check is “Match fields to the offer and qualification needs,” a meeting about the subject is not the evidence itself. Retain the relevant field and qualification use, the decision made from them, and the result of checking that decision. The record should allow someone who missed the meeting to understand what changed.
Decide what must be resolved first
An incomplete item that prevents gather enough information to route an inquiry while keeping the request proportionate deserves attention before a cosmetic improvement. Assign an owner and a next action to that issue. Keep optional refinements visible, but do not let them obscure a failure in the core process.
Close the review
Recheck corrected items and note anything still uncertain. The checklist is finished when the next owner understands what was verified and what remains open. Follow qualified delivered leads using a consistent definition so later reviews can connect execution quality with useful results.
Keep the page’s main task visible when adding helpful detail. Supporting information should reduce uncertainty at the decision point. If a section introduces a second unrelated offer, decide whether it belongs on another page.
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