Navigating Best Practices for Lead Generation Forms

Navigating Best Practices for Lead Generation Forms Main Photo

18 Apr 2022

News, Marketing

Optimized Lead Generation Forms

Forms are an essential tool for leveraging the power of a landing page. Without them, there is no way to convert a visitor into a lead. Forms come in handy when it’s time for people to sign up, subscribe, or download an offer.

The following tips will cover how to build great landing page forms.

Form Length

You might be wondering how much or how little information you should try to collect through a form. There is no magic answer when it comes to how many fields your form should (or can) contain, but the best balance is to collect only the information you need.

The fewer fields you have in a form, the more likely you will receive conversions. This is because with each new field you add to a form, you are creating friction (more work for the visitor) and fewer conversions. A longer form looks like more work and that can prevent visitors from completing it. But on the other hand, the more fields you require, the better quality those leads might be. The best way to determine what works best is to test it. Compare multiple versions of your form, one with more questions than the other. Test it to see if the length of your form influences the number of submissions you receive. You can test forms against each other until you find the perfect balance for your audience and internal needs.

To Submit or Not To Submit

That is the question most of your visitors are asking. One of the best ways to increase form conversion rates is to not use the default word on your button: “Submit.”

If you think about it, no one wants to “submit” anything. Instead, turn the statement into a benefit that relates to what they are getting in return.

For example, if you’re offering a brochure kit, the submit button should say, “Get Your Brochure Kit.” Other examples include “Download the Whitepaper,” “Get Your Free eBook,” or“Join Our Newsletter.”

Another helpful tip - make the button big and colorful. Make sure it looks like a button (usually beveled and appears clickable).

Reduce Anxiety by Adding Elements

People are more resistant to giving up their information these days, especially because of the increase in spam. There are a few different elements you can add to the form or landing page to help reduce a visitor’s anxiety to complete the form:

  1. Add a privacy message (or link to your privacy policy) that indicates their email will not be shared or sold.
  2. If your form requires sensitive information, include security seals, a BBB rating, or certifications so that visitors know their information is safe and secure.
  3. Adding testimonials or customer logos is another great way to indicate social proof. For example, if your offer includes a free trial, you may want to include a few customer testimonials about your product or service.

Make the Form Appear Shorter

Sometimes people won’t fill out a form just because it looks long and time-consuming. If your form requires a lot of fields, try to make the form look shorter by adjusting the styling. For example, reduce the spacing in between fields or align titles to the left of each field instead of above it so that the form appears shorter. If the form covers less space on the page, it may seem as if you’re asking for less.

Lead Generation Forms By Successful Businesses

Lead generation forms are crucial to your organization. They provide a simple way to get contact information from prospects and convert them into leads. Click here for examples of some of the best lead generation form examples.

Download the Digital Lead Generation Whitepaper


About the Author


Audrey Anderson
Director of Marketing & Communications
Connect with Audrey on LinkedIn

Audrey Anderson is the Director of Marketing & Communications for Golden Shovel Agency. Audrey is responsible for the company's marketing efforts including managing the social media profiles, sending the bi-weekly newsletter "Economic Developer's EDGE," writing press releases, managing digital ads, and publishing content in line with a marketing strategy.