How many fields should my lead form have?

Votel recommends no more than three or four questions per screen. A long form feels intimidating, so people decide they do not have time or abandon it halfway, and you get nothing.

If you need more information, use the survey style (multi-screen) form and split it up: name, email and phone on screen one, then company details or other questions on the next screens. If the person leaves on a later screen, you already have the lead.

Only ask for what you truly need. If capturing the lead or booking a demo is the goal, name, email and phone are usually enough. You often do not need the company or website, because you can get the domain from their email address and look the rest up.

Do not add an open message box, because people do not know what to write. Do not ask what they need help with either: telling them is your job, since most business owners do not know.

Put the form on the home page so visitors do not have to switch pages, and do not place it beside distracting elements. Use the same call to action wording on the form button as on the rest of the page, ideally the outcome the visitor wants, such as Get more appointments. A call to action button can also be a click-to-call link that dials a demo number on a phone.