How to Create Contact Forms That Convert Leads

How to Create Contact Forms The Convert LeadsSo, which of you just LOVES filling out forms?
...what, no takers?

Lets face it, filling out forms is never a favorite thing for your prospective clients to do.  In fact, the wrong type a form can turn a previously curious customer or client into an exasperated one.  Sometimes, it can even make them turn off to the idea of giving you any information at all, as they close their browser in frustration.

How do you make your forms useful to you and usable for your prospective contacts?  Here are the ways that Ted Ammon at Hubspot suggests you build forms to convert actual leads.

Smaller is better.

Size matters when it comes to forms, and in this case, the smaller the better.  In fact, according to Hubspot, the optimum conversion rate, at 25% conversion, lies at 3 fields or less.  3-5 fields yields a 20% conversion rate, while it is only 15% for 6+ fields.

How do you pare down your form fields?  It may be a painful process, but make sure you get exactly what you need, with absolutely nothing extraneous.  Try to narrow down to a top 5 necessary fields that you will need to follow up with the client... and then cut it down some more.

The word "submit" won't get you submits.

Did you know that the word "submit" turns prospective clients off?  It may seem counter intuitive to avoid this word on a form, but psycologically speaking, "submit" makes a client reconsider their actions.  Instead, go with "click here" or "go" which score 30% and 25% better, according to Hubspot.

Your fields matter.

What fields you're asking for does matter to your prospective clients.  Many users don't appreciate being required to give out a phone number, for example (5% drop in lead capture).  Either steer away from that field altogether, or make sure it is an optional entry at worst.

Other fields that discourage lead generation are:

  • Asking for age (3% drop in lead capture)
  • Asking for city and state (2% drop in lead capture)
  • Asking for street address (4% drop in lead capture)

Want more information? Gain their trust.

We understand that information is power, and that there are great uses to gathering information on your clients.  However, lead capture is like nurturing a budding relationship - you've got to take it slow.  Asking for everything up front is like asking someone to move in with you while on your first blind date. 99/100 it isn't going to end up well.

So, give it some time. Gather your basic information first, let you customer enjoy the fantastic content your company has to offer for a bit, and little by little, you can start gathering more information about them to build a relationship that they're comfortable having with you.

Unsure how to capture leads on your website, or need help getting started?  We'll be happy to help!  Don't hesitate in giving us a call or sending us an email, and you'll be a Geek in no time.


Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).