The 5 Essential Elements of Effective Lead-Capture Forms

Lead-Capture Forms

Without a lead-capture form, your digital content can't generate leads for your restaurant.  The lead-capture form is the main focus of a lead-capture page -- better known as a landing page. The purpose of this page is to get your visitors to fill it out with contact information in exchange for a piece of content, such as an ebook.

Because the formatting and design of your lead-capture form directly impact your conversion rates, it's essential that you approach them wisely. Here are the five most critical elements of successful lead-capture forms:

1. Position on the Landing Page

Make sure your form is prominently displayed and easily findable on the lead-capture page. A viewer should not have to manually scroll down the page to see it. Visibility is important to draw attention to the form.

However, you don't want the form to overwhelm visitors who are less willing to disclose information at first glance. To ensure the content you're offering is the main appeal of your lead-capture page, you can also consider two different form-positioning techniques:

  • Next to the Content Offer Picture
  • At the Bottom of an Auto-Scroll Landing Page

2. The Form's Length

The biggest challenge in creating an effective lead-capture form is choosing its length, which requires a tradeoff between the quantity and quality of the leads you generate. A shorter form usually means more respondents fill it out, which increases your leads. But the quality of leads will be higher when visitors fill out longer forms and provide you with more information about themselves.

The other critical factor is the impact on the prospect’s willingness to fill it out. If the form is too long, prospects are going to stop and evaluate whether it is worth their time to complete all of those fields. Research suggests no more than five fields is an optimal length.

3. The Fields You Use

What should those form fields be? Often, companies have forms on their sites that ask for too much information or the wrong kind of information. Your goal should be to collect enough information through your form to enable you to both contact and qualify the lead.

You can use fields such as name and email address to gather contact information about the lead. It is important to be able to follow up with your newly converted lead so you can put them into your sales funnel to try to convert them into a customer. It is important that you focus on lead-qualifying fields that seek information such as the individual's company, website, role at the company, and the number of employees at the company to learn some basic information.

Then, add in a question that will allow you to gauge their need for your product, their likelihood to purchase your service or their fit with your company. Limit yourself to essential questions to avoid overwhelming a tentative responder. You can always ask for more information later, and that usually is the better approach. When fields extend beyond five questions, you begin lowering your conversion rates.

4. Your Privacy Policy

Security of information is important. Most respondents experience some sort of anxiety when asked to provide sensitive information, especially online. You need to show your visitors they can trust you with their information.

To minimize that concern, be sure to provide a link to your privacy policy next to the field that asks for the visitor's email address. Have your logo and a client testimonial visible. Use some sort of authority endorsement, third-party security certification, or guarantee seal. Taking every step possible to make sure your website looks credible should reduce any reservations among respondents.

5. The Submission Button

The last major component of your form is the button the visitor must press to complete the form and send you their information. The default text for this button is usually “Submit,” but studies show that landing pages with buttons labeled “Submit” have lower conversion rates than those that use other wording. The top-performing variations in this study were “Click Here” and “Go.” Use one of those words on the button that respondents press to share their information.