Truer words have never been spoken. If you're looking for ways to make your website forms more attractive, you NEED to read this post. 👇
Your marketing should be a revenue maker—not a revenue taker. Marketing is Sales. Period. | CEO @ Venveo | Brand Champion & Strategy Expert for highly complex B2B industries
“Contact Us” forms on B2B websites often feel like a one-way ticket to a black hole for your customers. Here are 4 ways to optimize your website forms for maximum conversion: 1 - Create Purpose-Specific Forms: Generic forms like “Contact Us” are so broad they fail to engage visitors who are actively seeking specific services or products. They also tend to bring in such a wide variety of questions and inquiries it can be difficult to prioritize or give a timely, relevant response. Instead, you’re going to: - Create a form for every distinct action such as “Get a Quote,” “Request a Sample,” or “Schedule a Call.” - Make sure the CTA, offer, form fields and confirmation pages are tailored to the specific action and audience. 2 - Use Action Words: The language you use in your CTAs (Calls to Action) can completely change the outcome and influence your conversion rates. Now, I know you’ve probably used words like “Learn” or “Contact” in your forms for years, but those are very passive. You want to create a sense of urgency and encourage the visitor to take action, so I advise you to use words like “Get,” “Start” or “Go.” 3 - Set Clear Expectations: You want to remove anything that might cause your visitor to hesitate, such as uncertainty about the response time. No one wants to take the time to send a message or make an effort to fill out a form without knowing WHEN they will be reached out to. To overcome this, you should clearly state on the form when the visitor can expect a reply (e.g., "We'll get back to you within 48 business hours"). This transparency helps build trust and increases the likelihood of form completion. 4 - Keep Your Forms Short: You know who fills out forms with 15 fields? Homeowners. Likely the very homeowners you’re trying to keep out. Unless the form is a request to ship something to a physical location, you do not need an address. If you want to send it to the right rep based on territory, do it by zip. Or the real expert-level move is to put the location questions on the confirmation page so it fees like a tailored option. 98% of people will enter information on a confirmation page after submitting a form. Online forms should be a gateway, not a gatekeeper. If you’re relying on the form and its invasive number of fields to filter out unwanted inquiries, I guarantee you’re losing more qualified than unqualified leads in the process. Keep your forms concise and set up the process on the backend to ensure the right leads get to the right place and the wrong ones don’t. #websiteoptimization #seotips #websitedesigntips #digitalmarketing