The Leads Booster

Hi there! Hope you are having a great one!

Let’s talk about web forms for lead generation.

–>First things first…

This is NOT a guide or a step-by-step on how to build and design web forms.

This is just a quick approach that will lead you to think about web forms differently.

It’s a frictionless way to keep lead generation as simple as possible without sacrificing the quality of leads.

I learned this approach from Michael Aagaard, a CRO-Pro with over 15 years of experience.

He mentions that you should think of a form as a landing page itself, with its elements: a conversion goal, a headline, managing expectations, and addressing any barriers that the visitor may have.

In other words, it’s a landing page within a landing page.

Here are three key factors to consider when designing your form to maximize lead generation:

• Headline

Thinking of the form as an independent landing page, what’s the first thing you see and read when you visit a web?

Exactly, the title.

The form requires a headline or title that introduces its purpose.

As a visitor, I’d wonder: Why should I fill out this form? What motivates me to do so? Will I receive a free demo, a trial, or further information?

It will also be aligned with you conversion goal, of course.

• Expectation manager

What is going to happen after I fill the form?

Are you going to contact me? Who? When? How?

I’m gonna start a free trial? For how long? You’re gonna charge me?

The person who is about to fill the form needs to knows what to expect after submit it.

• Address Barrier

A common pitfall that many marketers still fall into is asking for information without a clear purpose.

There’s a tendency to believe that more information is always better.

However, from the visitor’s perspective, it’s essential to understand why all this information is necessary, particularly sensitive details like addresses or credit card data.

I’m not suggesting that fewer fields are always better.

The number of fields should always depend on your conversion goal and the quality of leads you’re aiming for.

Take a look at this examples:

monday.com

cloudbeds.com

It’s evident that Cloudbeds requires additional information and prioritizes lead qualification.

However, they excel in managing expectations with a well-designed multi-step form. So this example is also relevant.

Remember, every field in the form should serve a purpose.

–> Which kind of form are you currently using on your site?

>Tell us in the comments if this approach helped you improve the conversion rate.<