Creating online forms that generate leads!
February 24, 2014 at 10:00 AM
With engaging website design and persuasive web copy, you've got your visitor interested enough to take the next action step - pick up the phone or fill out the online enquiry form. If they're someone who prefers to talk in person, your phone will ring and the job is done.
But what if they prefer to make initial contact online versus picking up the phone? What if it's outside of business hours? They're either going to complete the online form on your website, or they're going to hit the back button and you've lost them.
Nothing can make or break your website's conversion rate like your online form. So what makes people actually complete an online form? There's a lot more to it than you might think.
Form Position on Website
The form must be strategically placed on your website at the point the visitor is ready to take action. This is when you've answered the following four visitor questions:
Do you provide the product/service I need?
Why should I use you versus your competitors?
Can I trust you?
What should I do next?
If you ask someone to take action before you have answered these questions, they won't be comfortable making contact.
Form Headline and Sub Headline
It's not "contact us." The form headline and subheadline need to explain exactly what you want them to do, and what will happen next. For example:
Headline: Free website design quote
(tells someone exactly what they're getting in exchange for their details)
Subheadline: Leave your details below and one of our team will be in touch to discuss your requirements within 24 hours
(leaves the visitor clear about the next step)
Online form fields
Every form field is another step between you and the visitor. Be critical about what information you need at this step in the sales process. Form fields need to be:
1) Easy to complete
If the online form asks too many questions, or questions that are difficult to answer, the user will hit back. For example, if you don't really need to know how they heard about your company, don't ask.
If the form asks questions that aren't relevant, the user will be concerned about why they're being asked to supply the information. Anxiety is one of the main reasons visitors won't complete the form.
The goal is to get only the information you need to move on to the next phase of your sales process, and no more.
It's not "submit." Every aspect of the online form needs to bring value, right down to the button the visitor must decide to press to send their enquiry. If it's a quote request form, the button should say "get quote." If the goal is to request a consultation, the button should say "request consultation."
Design of the form
Effective web design techniques need to be used to make the form visually appealing. The form must be clearly laid out, with brand consistent colours and fonts.
Consider what a new customer is worth in revenue your business. If your website's online form can be improved to drive just a few more leads and sales each month, it can make a real impact on your bottom line.