Even after all these years of experience, response forms on most business web sites are rubbish. They’re badly formatted, require too much information or are in the wrong place. Sometimes all three. So many companies shrug their shoulders as if there’s nothing they can do about it, but there’s plenty they can do about it. One good way would be to have a read of The 5 Critical Components of Fantastic Lead-Capture Forms which recently appeared on the Hubspot blog. This discusses:
- The Lead Form’s Positioning on the Landing Page
- The Form’s Length
- The Form Fields You Use
- The Lead Form’s Submission Button
All of these play an important role. It’s a really expensive exercise getting prospects to the point where they might make an enquiry. Don’t waste it.