Set Up Lead Capture

Set Up Lead Capture

A landing page exists to convert; this form is the conversion. The skill wires it with one destination seam, invisible-first spam defenses, and consent that would survive an audit.

1. Gate — is this a public page?

Run the gate from ../_shared/page-types.md. Authenticated app forms (settings, checkout, CRUD) are the other catalogue's job: skills/frontend/set-up-forms (schema-first, mutation-wired). This skill owns the public, anonymous form.

2. Audit current state

curl -s "$URL" -o /tmp/page.html
grep -oiE "<form[^>]*" /tmp/page.html              # how many forms, where do they post?
grep -ciE "<label" /tmp/page.html                   # labels present?
grep -ciE "autocomplete=" /tmp/page.html
grep -ciE "type=\"checkbox\"[^>]*consent|consent[^>]*checkbox" /tmp/page.html

Findings to look for: forms posting directly to a vendor URL scattered per page (no seam), missing labels, no spam defense, no consent checkbox, success state that dumps PII into the URL. (As in ../set-up-seo/SKILL.md: the greps are coarse presence checks on double-quoted attributes — the consent pattern will also match prose mentioning consent and checkbox; read the page, don't trust the counts.)

3. The form contract

<form method="post" action="/api/leads">
  <label for="lead-email">Work email</label>
  <input id="lead-email" name="email" type="email" autocomplete="email"
         required aria-describedby="lead-email-err">
  <p id="lead-email-err" class="field-error" hidden></p>

  <!-- honeypot: bots autofill it; humans never see it. No aria-hidden — it would
       strand a focusable input in a hidden subtree; the label warns anyone who lands here -->
  <div class="hp">
    <label for="lead-company2">Leave this field empty</label>
    <input id="lead-company2" name="company2" type="text" tabindex="-1" autocomplete="off">
  </div>
  <!-- time-trap: must be stamped per page LOAD (SSR per request, or inline JS) —
       a build-time value on a static page never trips the check -->
  <input type="hidden" name="form_ts" value="{{render_timestamp}}">

  <label class="consent">
    <input type="checkbox" name="consent" required>
    I'd like to receive the newsletter — see the <a href="/privacy">privacy policy</a>.
  </label>

  <button type="submit">Get the guide</button>
  <p role="status" class="form-feedback"></p>
</form>

.hp { position: absolute; left: -9999px; }   /* off-screen: the laziest bots skip display:none; the field existing is the real trap */

• Minimal fields — each extra field costs conversions and widens PII. Often email alone.
• Real <label>s; autocomplete for WCAG 1.3.5 input purpose, type="email" for the right mobile keyboard.
• Error state: inline, per field, announced (aria-describedby — the field-level channel). Success state: the role="status" element — the form-level channel — with visible confirmation that says what happens next ("Check your inbox to confirm"). One message per channel; don't announce the same thing twice.

4. The destination seam

All forms post to one endpoint/handler; the vendor (CRM, list provider, webhook) lives behind it, named in one place. Shapes and trade-offs: ./capture-patterns.md. The handler's contract — whatever implements it:

1. Reject silently (normal success response, record dropped) if company2 is non-empty, or if form_ts is present and now − form_ts < 3 s. A missing form_ts (JS off on a static page) degrades gracefully — the honeypot still guards.
2. Validate the email server-side; honest inline error for real mistakes.
3. Rate-limit by IP.
4. Store: { email, consent: true, consent_text_version, submitted_at, source_page }.
5. Trigger the double-opt-in confirmation; the address is used only after the click.

5. Spam defenses — escalate, invisible first

The honeypot is free, invisible, and static-safe — it goes in always. The time-trap needs a per-load form_ts (SSR per request, or a one-line inline script setting Date.now() on load); on a fully static page a build-time timestamp never trips the check, so treat the time-trap as an upgrade where rendering allows, not a given. Escalate to Cloudflare Turnstile (managed/invisible mode) only when measured spam pressure demands; an interactive challenge is the last resort, because every challenge costs real conversions. Rationale and rejection etiquette: ./capture-patterns.md.

6. Consent + double opt-in

• Checkbox unticked by default; specific text; policy linked. Pre-ticked or bundled consent isn't consent.
• Record consent (timestamp + text version) with the lead.
• Double opt-in: store unconfirmed → confirmation email → only confirmed addresses enter the list. Established proof-of-consent practice in the EU. (Engineering guidance, not legal advice — a regulated project encodes its counsel's rules via ../audit-copy-compliance/SKILL.md.)

7. Verify

• Valid submit → success state, record stored with consent fields, confirmation mail flow triggers.
• Fill the hidden company2 field → normal success response, no record.
• Submit within 3 s of load → no record (on per-load form_ts setups).
• Bad email → inline error names the field.
• View the page with JS disabled: the form is present and labeled (it's in the HTML).

References

• ./capture-patterns.md — destination shapes, spam escalation, silent rejection, consent recording, PII minimization, when to deviate.
• ../_shared/page-types.md — the gate.
• ../../frontend/set-up-forms/SKILL.md — authenticated in-app forms (schema-first, mutation-wired); use that skill there.