Embedded Email Capture in B2B Websites

Why Embedded Email Capture is Taking Over B2B Websites (and Why You Should Care)

In 2021, I first noticed something that felt… odd.

Ramp, a fast-growing fintech company, had an email capture form embedded right on their homepage—no “Request a Demo” button, no multi-field form hidden behind a CTA. Just a single box asking for your email.

At first glance, it seemed counterintuitive.
"Surely, you’d want more than just an email address from a lead?" I thought.

But fast forward to 2025: Ramp has grown from $100M in revenue (2022) to over $700M (2025)—and while there are many factors behind their success, I can’t help but think this frictionless lead capture played a part. Interestingly, Ramp still uses this exact approach on their homepage.

Now, what was once a curiosity is fast becoming a pattern across B2B websites in different sectors:

• Jellyfish: Software development analytics
• Default: Martech / salestech
• Zanda Health: Healthtech
• Wiz: Cybersecurity

Why Does This Work So Well?

Because it flips the traditional B2B lead capture experience on its head. Instead of:

Homepage → CTA button → Long form → Drop-off risk

…it becomes:

Homepage → Email capture (low friction) → Multistep form follow-up (optional)

Here’s why this matters:

1. You reduce friction. No extra clicks. No intimidating forms. Just one action: type your email.
2. You capture intent early. Visitors are at their highest intent on the homepage. Strike while it’s hot.
3. Progressive profiling is powerful. With multi-step forms, you get the email first. Even if users drop off later, you’ve captured the most valuable data point for follow-ups.
4. It reframes the homepage as a conversion funnel. It’s no longer just a static brochure—it’s an active lead-gen engine.

Why 2025 Will See More B2B Websites Adopting This

Expect to see embedded email capture become standard in B2B.

Here’s why:

• Shifting buyer behavior: Attention spans are shrinking, and buyers want simplicity.
• Better lead nurture tools: With robust marketing automation, all you need is the email to kickstart a personalized journey.
• Proof from leaders: When high-growth players like Ramp normalize a tactic, others follow suit.

We’ve seen this evolution before with self-serve product signups in SaaS. Embedded email capture is the lead-gen equivalent: it removes unnecessary friction and drives higher conversions.

What You Should Do About It

If you run or influence a B2B website, here’s the playbook:

• Test an embedded email capture on your homepage. Treat it like an experiment: A/B test against your usual CTA-to-form flow.
• Pair it with progressive profiling. Capture email first, then layer in optional details on a follow-up page or via nurture sequences.
• Make the value clear. Don’t just ask for an email. Pair it with a strong micro-copy promise (e.g., “Get early access,” “Start your free trial,” “Book your spot”).
• Align it with your sales ops. Ensure marketing and sales workflows are ready to handle raw email leads effectively.

Bottom line:
B2B websites are no longer static brochures. They’re becoming conversion funnels disguised as homepages, and embedded email capture is a low-effort, high-impact tactic leading that charge.

Your move.