Lead capture form best practices

Fewer Fields = More Submissions

Every field you add reduces conversions by ~10%. Only ask for what you truly need.

Essential Fields Only

For initial contact:

• Name
• Email
• Message (optional)

For quote requests, add:

• Company
• Phone

That's it. Get everything else on the follow-up call.

Field Labels

• Put labels above fields (not inside as placeholders)
• Be specific: "Work Email" not just "Email"
• Mark optional fields, not required ones

Button Text

Skip "Submit" — use action words:

Instead of	Use
Submit	Get My Quote
Send	Request Callback
Submit Form	Download Guide

What Happens Next?

Always tell people:

1. Confirmation message on screen
2. What to expect ("We'll reply within 24 hours")
3. Email confirmation with next steps

Mobile Matters

• Large tap targets (44px minimum)
• Appropriate keyboard types (email, phone)
• Test on actual phones