Constructing a Perfect Lead Generation Form
Regardless of what you do in marketing, you cannot escape lead generation. You need to spark interest in your product, business, or service. And you can use various methods, from pay-per-click platforms to referral campaigns. Whatever you do, you need a perfect lead generation form that will immediately catch an eye.
Eye-catching is great, but is it enough to make your leads convert? Quite often, even when the prospective leads lay their eyes on your lead generation form, it doesn’t mean that they are going to fill it in. But you need to make sure that they do that. And that requires knowing a thing or two.
Remember how you’ve been sweating over your college admission essay to make sure you’ve done everything correctly? The same goes for the generation lead form. But there was a simpler way – browsing through my admission essay services, ordering, and just checking if everything was correct. You can also hire someone for your lead generation form, but you need to consider the following things to make sure your order is done correctly.
Customize It for Each Campaign
Lead generation is a painstaking and time-consuming process. As a result, everyone tries to save time. Surely, you can use the same landing page for every campaign. But there’s one big problem with that - it doesn’t help your conversion rate. Actually, it can easily spoil it.
Here, you need to understand the users’ logic. They were looking for something particular - one of the services that you provide. So, they click on your ad and expect it to lead them to the landing page saying something about that service in particular. But your landing page is about another service.
So, will the user fill in your lead generation lead form? Hell no, they will click away. They feel pissed off, as the ad tricked them into going to the page promoting a service irrelevant to them. Thus, you’ve saved time but wasted money. That’s why you need to customize every landing page and lead form so that they correspond to the ad that a user clicks.
Mind the Design
Quite often, the lead generation form is dismissed. “It’s just a form,” they said. And you believed it till you’ve noticed that your conversion rate experienced zero improvements. And while there may be various other reasons for that, you need to reconsider the design. It doesn’t have to look all pink and glossy, but aesthetics matter nonetheless.
Mind that you are asking people to give you their personal information. The faceless form looks suspicious. The undersigned form may pass unnoticed. That’s why design matters. Users are more inclined to provide you with their personal information if the form is well-designed. And you need a few tricks to make your form look great and serve its purpose:
- keep the form as short as possible;
- make it mobile-friendly;
- use white space;
- use bolded text for the form’s legend;
- color-contrast the submit button.
The fewer fields your form has, the more leads you’re going to get, as users prefer short forms. Mobile-friendliness is required, as you never know what device a prospective lead was using when they saw your ad. White space or color-contrasted text improves the readability. And a noticeable submit button ensures that users will click it.
Emphasize the Value for the User
If you want a random user who came across your ad to convert, you need to make sure that you offer them something in return. The promise must be convincing enough for them to fill in the form and click the submit button. A lot of things can work here. It can be a product demo or a discount. After all, everything depends on the product or service that you offer.
All in all, you need to put the value for the user first. And that’s what your landing page is for. Make sure that there’s a case study there that showcases the results that a prospective lead is going to get. It can be in the form of text or a short video. If you’re offering a discount, make sure that it is highlighted above the lead generation form.
Speed Up the Getting Back to New Leads
When someone has submitted the lead form, they are not going to wait several days till you get back to them. They want the results now. And you need to act fast if you don’t want their interest to fade. You don’t want this conversion to be in vain.
The best way is to use automation. There are thousands of apps and tools that can allow your sales team to get the notification whenever you get a new lead. Just make sure that the lead form is linked to the app or tool you’re using. This will allow them to contact the new lead as soon as possible. It can be via social media, email, or calls. Just remember that speed is your main asset here.
Don’t Forget to Test the Form
After all, the only sure way to figure out whether you’ve got a perfect lead generation form or not is testing. It may look great, and it may correspond to all the rules you’ve learned about creating the forms, but the conversion rate is still the same. It may cause you to wonder what went wrong. But instead of guessing, you can simply test your form.
There are thousands of landing page builders out there, and many of them allow creating multiple versions of the page and forms. Serve those versions to your customers and see which of the forms drives the most conversions. There are also paid platforms for you to test your forms that you can use.
The mentioned tips can help you regardless of whether you’ve hired a developers team to design your own lead generation form or used a lead gen builder. Now you know how the perfect form must look and function and how to test. So, start building, as leads won’t generate on their own.