We all know how much work goes into just getting your website visitors to the point where they are ready to become a lead by filling out a form.
First you need to:
Get Found. This involves creating great content that is easily findable by people interested in learning more about the kinds of products and services your business provides, as well as finessing all the ins and outs of SEO.
Intrigue them with a compelling offer. This involves creating relevant, related Calls to Action, placing them in the most high traffic locations on your site, and encouraging your most qualifed leads to click through to your landing pages.
Now you have them on your landing page, ready to fill out a form. How do you construct a form that will encourage your most desirable visitors to complete and submit it?
Increase your conversion rates by matching your forms to where your visitors are, not to where you wish they were.
Step 1 - Limit the Number of Fields
Make it easy for your visitors to convert into leads by ruthlessly limiting the number and type of fields you ask them to fill out.
For a top-of-the-funnel offer, constructed to appeal to as many visitors as possible, limit the number of fields to the bare minimum: First Name, Last Name, and Email Address.
Step 2 - Don't Submit to the Submit Button
Experiment with using different language on your "Submit" button. Conversion rates tend to improve when language other than the word "submit" is used on forms, with the best results coming from other action words, like "Go" or "Click here."
Step 3 - Keep It Simple
Don't distract or confuse your visitors by giving them more than one option on your landing page. They clicked on your Call To Action for a reason -- they were interested in your offer. Make it ridiculously simple for them to complete the process and get the thing you offered them.
Resist the temptation to confuse the issue by adding secondary CTAs on your landing page, or placing your phone number prominently on this page, or driving toward any action besides that of completing your form and clicking the Submit button.
Originally published Apr 7, 2011 10:07:00 AM, updated December 16 2013