Best Practices For Lead Generation Forms

Written by Formstack on June 24, 2010

Posted in Form Optimization, Lead Generation

It’s very tempting, on a lead generation form, to require users to fill out every bit of information about what they are looking for and what they need from you.  While this info would be great to have, the longer your form is, the less likely it is that anyone will fill it out.  It’s better to build a basic two-page lead generation form.

Page one of the form should ask for basic contact information and all the fields should be required.  Page 2 should ask for more specific info, but should still be brief.  Four or five specific questions that narrow down what the lead is looking for should be fine.  Be sure to make these questions optional, as many users won’t want to fill them in, but you still want to be able to gather their contact info, so you don’t want them to abandon the form entirely on page two.


Keep the first page of your form simple and easy to fill out.

A polite note on page two of your form explaining that you are only asking for this additional info in order to better prepare for a conversation with them may help with getting people to fill out these fields.  Even if they don’t fill out page two of the form, you still have the contact information needed to follow up with them.

Once you have your initial form built, don’t be afraid to use the Formstack duplicate button to make copies and experiment with different versions of your form, wording questions differently or asking different questions entirely.  Test multiple forms to find out which your users respond to the best.  It’s also not a bad idea to have multiple lead generation forms on your website, each tailored to to a specific page or product on your site (assuming you have multiple products). If you have landing pages targeting different key words, doesn’t it also make sense to have lead generation forms on those pages tailored to those key words?

Speaking of customizing your form, don’t just copy a form from a website you like or a competitor.  Don’t use a template.  Make your questions relevant to your product and your company.  Start with a blank form in Formstack and put some serious thought into exactly what information you want from your customers while trying to be realistic about what info they’re likely to be willing to give you up front. Only ask for the bare minimum amount of info needed for you to start a dialogue with this prospective customer.

Following these steps and best practices when creating your online lead generation form will help you get the best results.  Have any other forms you want to learn best practices for?  Let us know in the comments section below.