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Lead generation is critical for the success of B2B businesses, in particular. A consistent flow of high-quality leads drives growth and revenue.

However, all lead channels, including lead-generation forms, require ongoing monitoring and maintenance to ensure optimal performance to capture every potential lead.

A broken form prevents visitors from submitting their information. It interrupts the lead generation process, and it causes potential customers to abandon the website.

What's a Lead Generation Form? And Why Are Forms So Important?

A lead generation form collects contact information and other relevant data (as defined by you, the marketers) from website visitors.

Some websites offer something in exchange for completing the form, like a free e-book or demo, to encourage users to fill out the form.

Forms can collect visitor data, qualify leads, and convert website visitors into potential customers.

Among the top benefits of online forms:

  1. Forms gather information about website visitors, such as name, email, company, and job title.
  2. Forms can qualify leads based on specific criteria you define.
  3. Forms serve as a clear call to action (CTA) that encourages visitors to take the next step.
  4. Forms enable segmenting the audience into groups with shared interests.

Accordingly, forms contribute to the success of marketing campaigns. They allow marketing professionals to personalize their campaigns and suggest targeted offers.

What Fields Should Your Lead Generation Form Have?

The fields of your lead generation form depend on the nature of your business and target audience. Here are some common fields:

  1. Contact information: Name, email address, and phone number (often optional)
  2. Company information: Company name, company size, and industry
  3. Demographic information: Job title and department

What Makes a Good Lead Gen Form?

A good lead generation form converts visitors into leads. Ultimately, the purpose of incorporating lead generation forms into websites is to achieve that conversion.

Here are key elements or traits of a good lead generation form.

Simplicity Is Key

Keep your forms simple and avoid overwhelming users with unnecessary information:

  1. Focus on essential fields that impact your sales process.
  2. Remove unnecessary fields that don't provide valuable information.
  3. Use clear language for labels and instructions.
  4. Aim for a form with no more than 5-7 fields.
  5. Test different form lengths to find the optimal balance.

Design for All Users

Online users come from different backgrounds and have different preferences. Your forms must be as universal as possible to ensure a pleasant experience for all website visitors:

  1. Consider accessibility features, such as clear fonts and sufficient contrast.
  2. Ensure the form is responsive and displays correctly on different devices.
  3. Test the form with users with disabilities to gather feedback.
  4. Provide alternative input methods, such as dropdowns or radio buttons.
  5. Include clear error messages to guide users if they make mistakes.

Strategic Placement of Forms on the Website

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Broken Forms Can Ruin Your Marketing: Best-Practices for B2B Lead Generation Forms

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ABOUT THE AUTHOR

image of Mike Hakob

Mike Hakob is a seasoned digital marketer with 15+ years of experience. He is a co-founder of FormStory and the driving force behind Andava Digital, where he has empowered small-to-midsize businesses by crafting tailor-made websites and innovative marketing strategies.

LinkedIn: Mushegh Hakobjanyan