I'd like to know what lead capture best practises there are?
For example - do pop up windows tend to work better than on page forms? Do short forms work better than longer (I guess so)? And where is best to position your forms on your site - on your contact page only, or at the bottom of every landing page?
Honestly there is no one size fits all solution. The first thing I would do is prioritize what information you need to close, we want our forms to be short enough to get filled out but long enough to be useful. (Phil had some good thoughts on basic form setup here) That's from 2018 but I think the basic forms are the same and his use of smart content will help you build a profile over time.
As for your last question you'd want a contact form/link in your footer everywhere EXCEPT LP's. You do a bunch of work to get them there for one specific purpose don't give them extra ways to leave unconverted.
Welcome to the community, it's good to have you hear.
I could say that one is better than the other or I could pick a side but ultimately the only true test of questions like this is the test you run yourself. Luckily HubSpot makes it easy to perform A/B testing. https://knowledge.hubspot.com/cos-pages-editor/ab-test-your-page
There's lot's of common themes and resources available that could help and I've put some down below.
Something you could do for example is create a landing page, hide it from search engines and from your site. Run a small campaign on any ad platform with the same targetting settings and watch the A/B results spliting the traffic from the ad source 50/50.
You might find the page with the pop up form out causes users on average to spend more time but there conversion rate is lower.
If your objective is conversions then that would answer your question. I know this may not have been as direct an answer as you would hope for. But I believe it will set you up for success in the long term. I would encourage you to research Landing Page and Conversion Rate Optimisation as you might get some good tips.
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