Lead Gen Form Best Practices

Lead forms help businesses gather leads from interested parties through a form that is part of an ad or that works as a standalone form on a website. The lead gen form’s purpose is to collect data, email addresses and other customer information the company can use to engage with its customers. 

Why Are Lead Gen Forms Important?

Lead gen forms are important for several reasons, including gathering information about current or potential customers. These forms are one way to collect leads for a copy, and those leads can then be segmented into specific target audiences. 

With lead gen forms, businesses have a direct line to their qualified leads. These forms provide a way to get in touch and follow up on customer requests, making them necessary for businesses hoping to build a strong customer base. 

Lead Form Best Practices

Some best practices for lead forms include:

Here’s a little more on each of these and other best practices that could boost conversions and open up worlds of opportunity.

Have a Strong Call to Action

How can businesses convert their audiences most easily? With a good call to action. Call-to-action phrases can range from a simple “call now” to “let us help you” and are designed to encourage interaction with the form. From offering a discount code (sign up for 10% off!) to playing into emotions (we’re here to help you), there are plenty of call-to-action options to help convert qualified leads. 

Don’t Overcomplicate

Don’t make forms too complicated. A short and sweet form is the right choice to get people to add their information and potentially become great leads for future interactions and sales. 

Forms should be short and easy to fill out. Additionally, they need to have only the fields and questions necessary for business goals. 

Get Contact Info

Businesses that add 10 to 12 fields for information may find that people aren’t willing to fill them all out. In reality, keeping forms simple is the perfect way to get at least some information about the lead. Ask for:

…or some other combination of these questions. Once a business has these basics, they have the information they need to get in touch with the lead. From there, it’s easy to send out additional forms or call to talk to the individual, personalizing the experience and making a more engaging connection.

Collect Basic Qualifying Info

Going too short with a form is another problem. Businesses always need to collect basic qualifying information to determine if a lead is a quality lead or one that they may not want to reach out to right away.

Businesses can focus on asking qualifying questions about the individual’s preferences to sort them into different lead categories. 

Keep It Short and to the Point

Using a shorter form is a great way to gather information. Think about it: Do you really need three ways to contact the customer, information on their age and gender and their address all on one form? Cut down the length of the form—and form abandonment—by eliminating unnecessary fields. 

Businesses should think about making their forms brief. If they include information on the form, it’s better to keep that information down to only a few sentences, or potential leads may decide to click away rather than read on.

Offer Multiple Ways for a Lead to Convert (Forms Aren’t the Only Way! Click-to-Call buttons, live chats, etc.)

One more best practice is to come up with several ways for leads to convert. Forms aren’t the only way to gather information about customers. 

On a website, it’s a great option to use call-to-action buttons, such as live call buttons, live chats with chatbots or customer service agents waiting on the other end of the line, click-through emails, on-site contact forms and pop-ups to create a variety of options. From there, the lead is prompted to sign up for newsletters, reach out to customer service or otherwise get in touch. 

Lead Forms Help Engage Audiences for Better Conversion Rates

Lead generation forms are an important way of collecting information, but they need to be used correctly to make the greatest impact. By using these lead form best practices, businesses will position themselves to make the most of every user who lands on their website. Starting with simple forms with only a few fields to fill in is a great start. Then, adding variety with multiple conversion points adds to a site and creates a higher likelihood of making conversions.