Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

Register Here

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.
Register Here
The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Do You Have Poorly Designed Lead Capture Forms?

By Dave Sotolotto

Do You Have Poorly Designed Lead Capture Forms?


Do You Have Poorly Designed Lead Capture Forms?Who are you? How old are you? Where do you live? Where do you see this going?

Wait, where are you going? I just wanted to get to know you!

This may sound like a speed dating session from hell, but believe it or not this may be the exact vibe your

 Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.

lead capture forms are giving off.

Try thinking of your lead capture forms as a first date with a potential customer. A well designed form will help you truly get to know your customer, and will leave the door open for future encounters. On the flip-side, poorly designed lead capture forms will leave your date trying to squeeze through the bathroom window of the restaurant just to get away from you.

If you don’t see many of your customer relationships going any further than clicking through your webpage, it's probably a good time to review your lead capture forms.

Why You Have Poorly Designed Lead Capture Forms

Too Many Fields

Unless you are marketing to complete narcissists, nobody is going to want to provide much beyond what is necessary to take action.  The quickest way to lose a potential customer is to have too many fields on your form.

Try to keep the number of fields on your form between 3 and 7. Studies have shown that many customers will begin to abandon forms after three fields. We understand that you want to obtain as much information as possible to generate a quality lead, but you don’t want to scare them away before they even become a lead.

Rather than asking for all of the information you desire at once, try using progressive profiling.  This tool will automatically omit questions that a customer has previously answered, and ask a new one in its place. This will provide new insights about your repeat visitors, which will also allow you to receive higher quality leads.

Too Much Info

Nobody likes hearing too much information, even from friends; and nobody wants to give out too much information to a complete stranger.

Avoid asking for information that is too personal. Fields such as age and address may seem like useful demographic information to marketers, but customers may find it excessive.  Forms that prompt a user for this information are more likely to have a lower conversion rate than those that don’t.

Rather than asking these questions in order to segment by demographics, try asking other useful questions such as:

    • What is your biggest challenge?

    • What industry do you work in?

    • How large is your company?

These questions seem much less invasive and can still provide valuable insights into your customer base as a whole.

Similar to segmenting your customer base, you need to be careful in how you approach contact information. You need some way to contact your customer to convert them, but many are hesitant to give out their phone numbers for the fear of being bombarded with calls or ending up on “some list.”

Rather than asking for their phone number, try asking for an email address.  An email leaves an open channel of communication, and may be more comfortable for your potential customer.  Try using A/B testing through software like HubSpot to see what desired information your targets are willing to provide.

Overly Complicated Design

Forms need to be easy to complete.  Don’t let your poorly designed lead capture forms look more like a Sunday crossword puzzle than a quick survey.

Be sure that your form passes the Blink Test.  Research has shown that you have between 2 and 6 seconds to capture your viewer’s attention, so don’t waste that time.

Try one or more of the following to grab and hold your viewer’s attention:

    • Have an image on your landing page near the form

    • Position your form above the fold

    • Clearly state your CTA in the heading of the form

    • Pre-populate the cursor of the first field to increase the feeling of usability

So what type of impressions is your form giving off about you?  Are you the creepy guy that lurks in the shadows of the bar and engages in forced, awkward conversation?  If you have found that your form may be giving off the wrong vibe, try cleaning it up and getting back in the game.

Join the IMPACT coaches for a deep dive on a new topic every month in our free virtual event series.


Inbound Marketing
Lead Generation
Web Design
Published on April 5, 2013

Recent Articles

Content Marketing in 2023: Principles, Platforms, and Content Distribution
January 4, 2023 • 5 min read
How To Set Content Marketing Goals for Growth
December 29, 2022 • 6 min read
Inbound Marketing for Logistics Companies (Transportation and Warehousing)
December 8, 2022 • 10 min read
How Much Does Inbound Marketing Cost in 2023?
November 28, 2022 • 12 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2023
November 22, 2022 • 9 min read
7 Inbound Marketing Strategy Mistakes that Will Cost You in 2023
October 19, 2022 • 8 min read
Inbound Marketing for Construction Companies
June 11, 2022 • 11 min read
What is the Inbound Marketing Methodology?
June 8, 2022 • 15 min read
Inbound Marketing for Staffing Agencies
May 28, 2022 • 8 min read
Green Energy Inbound Marketing Strategy: The DIY Approach to Getting More Customers
May 7, 2022 • 9 min read
IMPACT+ for Business vs. the They Ask, You Answer Mastery Program
April 15, 2022 • 8 min read
Inbound Marketing for Franchises: Attracting Your Audience
March 25, 2022 • 6 min read
3 Surefire Signs Your Content Is Hitting the Wrong Audience
March 18, 2022 • 5 min read
Inbound Marketing for Higher Education
March 11, 2022 • 9 min read
Starting a Business Blog? Features and Best Practices for Success in 2022
March 10, 2022 • 10 min read
11 Books Every Black Sales and Marketing Professional Should Read in 2022
March 5, 2022 • 10 min read
Commercial Real Estate Inbound Marketing Strategy: The Simple Way to Get More Customers
March 4, 2022 • 6 min read
Inbound Marketing for Financial Services Providers and Financial Advisors (+ examples)
February 19, 2022 • 10 min read
Inbound Marketing for IT Companies
February 11, 2022 • 11 min read
10 Reasons Why Your Website Is Not Ranking In Google
February 10, 2022 • 15 min read
Inbound Marketing for Manufacturers
February 4, 2022 • 12 min read
Inbound Marketing for Healthcare (+ Examples)
January 28, 2022 • 11 min read
Inbound Marketing for Insurance Companies, Agencies, and Agents
January 21, 2022 • 7 min read
4 Signs Your Revenue Team Is Slowly Failing
October 23, 2021 • 9 min read
17 Examples of Inbound Marketing That Drive Sales
October 11, 2021 • 13 min read