How to create lead generation forms that capture more customers

Attracting leads is essential for small business success. High-quality leads can quickly convert into paying customers, driving revenue and growth. One of the easiest ways to collect customer information is through lead generation forms. However, many small businesses may struggle to get leads to complete forms, resulting in missed opportunities to capture valuable customer information.

Here are several techniques to design lead generation forms that capture high-quality, qualified leads.

Keep it simple

Effective forms are simple, easy to read and quick to complete. Shorter forms consistently see higher completion rates. Typeform found that forms with more than two questions experience a 19% drop in completion rates. Limiting the number of fields reduces friction and increases the likelihood that potential clients will finish the form.

Incorporate numbers into your copy

Using numbers in the welcome screen or instructions can boost engagement. For example, stating the estimated time to complete the form or when the lead will receive an incentive can increase completion rates by 17%. Clear, quantifiable information reassures leads and motivates them to finish the form.

Request email addresses early

Requesting the email address early in the process reduces friction and frustration. Many users abandon forms when asked for email addresses at the very end.

Typeform found that asking for an email upfront increases completion rates by 42%. If possible, avoid requesting phone numbers. According to a 2015 study by KoMarketing Associates, 58% of users are unwilling to provide their phone number through a form.

Utilize effective lead magnets

Lead magnets, such as free gifts, discounts, or digital resources, incentivize form completion. These offers can increase completion rates by 11% and give potential customers a reason to provide their contact information. The chosen lead magnet should be relevant to the business’s products or services and provide value to the target audience.

Use clear calls-to-action

The most impactful forms utilize clear CTA that guide leads and inspire action. Use concise, action-oriented language to create a sense of urgency or exclusivity. Phrases like “Limited availability” or “Be the first to know” can increase form submissions and drive engagement.

Optimize for Mobile

With most consumers accessing the internet via smartphones, ensure your forms are mobile-friendly. Forms should display correctly on all devices and be easy to complete on smaller screens. A mobile-optimized form improves the user experience and reduces abandonment rates.

By following these best practices, small business owners and entrepreneurs can design lead generation forms that capture valuable leads, enhance customer engagement, and drive business growth.