Don’t Leave Your Toothbrush on the First Date:

Or How to Lose a Lead with Your Web Form

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Remember that rom com How to Lose a

Guy in 10 Days?

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Marketers are like

Kate Hudson's character

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Too aggressive with leads they just met, which drives them away

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In the spirit of this movie, here are 10 ways to ensure your web

forms aren’t driving away attractive leads

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1. Match form length to content type

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Requesting a product demo or sales person to call? Ask away!

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Downloading a white paper? Probably not wanting to

disclose many details

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2. Decide on quantity versus quality

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Shorter forms will increase the number of leads you get, but they won’t be very qualified

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Longer forms draw higher quality leads, but fewer

respondents

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3. Make it easy

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Don’t make your leads work hard

Clearly identify which fields are required

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4. Don’t have more than one open-ended question

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This isn’t a survey, your lead is under no obligation to expound things you would like to know

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5. Be consistent

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Keep field names, fonts, capitalization and button colors

consistent

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6. Have a link to your privacy policy

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Leads need to feel they can trust you with their personal information

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7. Get testy

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Try different form lengths and see how they perform

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8. Try gradual engagement

Ask for the minimal contact info, then on the confirmation or thank you page add a few optional follow up questions

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9. If it has to be long, make it manageable

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When it’s appropriate to have a longer form, think of ways to

break it up into chunks or steps

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10. Don’t ask for any more information than you need

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Don’t ask for the toothbrush when a handshake will do!

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Learn more about lead generation, and creating web forms

www.leadmd.com