Lead Generation

How to Use Forms for Lead Capture: 5 Critical Components

According to Hubspot, 74% of marketers are using web forms for lead generation, and 49.7% of marketers say that web forms are their highest converting lead generation tool.

Web forms are alive and well and are crucial for lead capture. Lead capture is how advisors collect information from website visitors, which is traditionally done through one of these forms on a landing page. Although this might seem pretty straightforward, the results advisors get from forms can vary drastically. The information you get from website visitors can be the foundation of effective marketing campaigns, so be sure to fulfill these six critical elements to optimize your lead capture:

1. Place It Above the Fold

You want your landing page and form to immediately stand out, making it as easy as possible for visitors to engage with it. Engagement on websites tends to peak above the fold, which means you should be placing your form in an area visitors can see without scrolling. Engagement is initiated above-the-fold and trust is built below-the-fold.

Putting the form or submission button in plain sight will instantly draw visitors’ attention to your CTA, which will result in more lead-generation. If it’s the first thing that visitors see when they click on your site, there’s no chance they’ll scroll by it.  

Below, Fairpoint Wealth Management includes a CTA at the very top of its website to immediately lead visitors to a form.

2. 5 Fields Or Less

Consistent studies show that fewer form fields usually result in higher conversion rates. Think about the last time you were asked to fill out a form. If the form takes forever to fill out, it can be annoying and frustrating to the potential client. Additionally, the more personal information you ask from someone, the more hesitant they’ll be to participate.

Narrow the fields down to just the information you can’t live without. Asking for their name and email will likely give you sufficient information to work with and only takes a second for the visitor to fill out. According to the 2012 MarketingSherpa Lead Generation Benchmark Report, email is the most important form field, so always include a section for email no matter what.

Below, Landsdowne Wealth Management captures leads from their downloadable financial guide with a form that simply asks for the visitor’s name and email. It’s short, simple, and to the point.

Landsdowne Wealth Management web form

3. Use Images

At the end of the day, you’re really trying to grab attention with forms. A great way to do this is using relevant images. This will catch the eye of the visitor and can encourage them to take a closer look at your offer. If your form is just words, it can blend in with the rest of your site and visitors will mindlessly scroll past it.

If you don’t have your own picture or graphic that you want to include, there are plenty of free, high-quality stock photos on sites like Unsplash. Whatever photo you choose, make sure it’s relevant, looks professional, and will interest the potential client.

4. Powerful Copy

The copy is the tipping point between conversions and bounce. Set up your selling point and make your offer seem unbeatable. You should make it obvious that in exchange for personal information, the visitor getting something they can’t live without. Whether that’s an ebook, a newsletter, or an introductory phone call, sell the value of your offer!

You can’t ask for personal information from visitors before selling your own value. Other than making visitors uncomfortable, this discourages potential clients from filling out the form because they don’t know anything about your firm yet. It’s like asking someone out on a date before you even introduce yourself.

Rather than slapping a CTA button or form at the top of your page without context, make sure you’re building a story around it that is relevant and intriguing to the visitor. Below, Dorsey Wealth Management sells its firm’s story before asking for visitor information. 

Dorsey Wealth Management form

5. Convincing Submission Button Content

The submission button is what the visitor is clicking on to fill out or complete the form. This part is absolutely crucial to nail since it’s an important step in getting the visitor from the landing page to the form itself.

Generic, cliche buttons like “click here” or “read more” do absolutely nothing for your lead generation. The button needs to lock in the visitor to submitting their personal information, so it should sell the value of your offer in a nutshell. If the visitor reads nothing more than the button, they should know what they’re getting. It can be as simple as “schedule a phone call” or “download free guide,” but it should make the value obvious to the potential client.

WealthKeel convinces visitors to fill out a form to specifically “start delegating” their financial to-do list.

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