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How to Design Your Lead Generation Forms for More Conversion GUEST BLOG- Cheryl Wasilewski, JCW Marketing & Sales

Lead generation forms are a valuable marketing tool. Most people will visit your website one time, never to return again. But if you use lead generating forms, you can capture their contact information and market to them through email as well.


Nurturing leads into customers through email is a lot easier than trying to impress them on your site in one shot. In order to succeed at this, the forms on your site need to work well and be optimized to drive as many conversions as possible

Decide what Fields to Include 

Choosing what information to collect from your lead generation form is a challenge. You want to capture important information that can help you segment and better market to individual leads. But the more fields you include, the less likely people will fill out the form and convert.

It’s best to include as few fields as possible. This encourages people to follow through with the signup process. What information you truly need will depend on your business niche. For example, a B2B business might need to know a lead’s company name, their position within the business, etc. Most B2C businesses can get away with just asking for their first name and email address to start.

Optimize Your Call to Action

Your call to action (CTA) is arguably the most important part of your lead generation form. More than 90% of visitors who read your headline also read your CTA. So, make sure it’s a good one. Your CTA needs to stand out and be easily identifiable. Don’t leave it as a regular text link — turn it into a bright-colored button. Your CTA should also create a sense of urgency by including action-words (e.g., “Get a quote now,” or “Download the guide today”).

Probably the most important thing to do is avoid being vague. You want leads to click on your CTA with confidence knowing what they’re signing up for. If they’re creating an account, make sure the CTA illustrates that. If they’re signing up for a free trial, include that in your CTA copy as well.

With all that said, there’s no such thing as the perfect lead generation form. No matter how many times you optimize, you’ll always learn new things about your audience down the road. Use these insights to tweak, revamp and replace your lead generation forms with something more targeted and effective.

As long as you’re always monitoring performance and making improvements, you’ll end up building powerful lead generation forms that convert.


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