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June 2020
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5 tips to get more leads from forms

Stijn SchutyserStijn Schutyser

5 tips to get more leads from forms header image

A good form can make a spectacular difference. There are tests in which the best answer forms had 10 times more response than the weakest test versions. But how do you write the best answer form?

1. Less is more (& GDPR compliance)

The more you ask, the less you get. Don’t ask too much at once. Do you really need that phone number? Or that date of birth? Most of the time, name and email address suffice. Everything you ask additionally increases the threshold for people to answer.

Additionally, the GDPR requires you to only ask for information that you really need and use. For example, an online bookshop can ask users for their email address to send them a monthly newsletter, but it can’t ask for users’ date of birth. However, if the bookshop uses that information to suggest books to users based on their age, that would be perfectly fine. So, both for decreasing the threshold for people to answer and complying with GDPR legislation, it’s best to only ask information you really need to know.

Forms should only ask for necessary information

HubSpot only asks for the required email address for sending a free template.

2. Give a little, take a little

Always tell your respondents what they will get if they fill in their data, especially when it’s personal. What will you use their email address, phone number, … for? Tell them!

Good forms don't tell you what they'll do with your data.

HubSpot tells you exactly what they use your email address for.


Good forms tell you why they need your data

Apple tells you why they need your date of birth.

3. Formulate your forms in the first person singular

In forms, it’s your customer who’s speaking. Especially for buttons, first person singular generally works best. In an A/B test from Unbounce, the button with ‘Start my free 30 day trial’ yielded 90% more clicks than the button with ‘Start your free 30 day trial’. In a test from Michael Aagaard from Contentverve, the ‘Create your account’ button lost to the ‘Create my account’ button.

Always use first person singular in your forms

HubSpot does a good job again: the download button is written in first person.

4. Provide all the necessary information

Can visitors create an account on your website? Oftentimes, they’ll also need to create a password. That password often needs to meet a couple requirements, such as minimum amount of characters. These requirements should immediately be visible to your visitors: there’s nothing as annoying as a password that’s rejected without context.

The same goes for phone numbers. Make it clear when your visitor needs to type the number in with its country calling code, with or without spaces, and so on.

Forms should always include detailed instructions on how to complete it

Blizzard Entertainment includes the requirements for a password in its form to create an account.

5. Don’t call your form a form

The word ‘form’ makes people think of taxes. Nobody likes to fill in forms, let alone online. People want to do things online: register for a course, order something, apply for a permit. Here’s a few examples of what to call your form:

It’s best to put whatever your respondent needs to do as the title of your web form, as Luke Wroblewski suggests in his book Web Form Design.

Don't call your forms 'form'

Apple’s form to create an Apple ID isn’t called ‘form’, but ‘Create your Apple ID’. Taking tip #3 into account, it would be even better to call it ‘Create my Apple ID’.


  1. Ask only what you need.
  2. Tell your respondents what they will get if they fill in their data.
  3. Formulate your forms in the first person singular.
  4. Requirements should immediately be visible to your visitors.
  5. Make up a good title for your form.

Have you got any other tips? Perhaps you’ve seen significant improvements after following some of the tips above? Let us know in the comments below! Or, if you’re ready for the next step, learn how to write better web content!

Stijn is a copywriter and content marketer for ACA IT-Solutions and manages the blog website. He's interested in writing persuasive content, web content and graphic design and likes to challenge himself with new insights.