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A Guide to Creating Better Landing Page Forms

Landing pages are designed to capture leads. And one of the most common ways to achieve this is by using lead-capture forms on your landing pages. A lot of marketers don’t really give these forms much thought. They slap any old form up on their landing pages and cross their fingers that people will fill them out. Not surprisingly, they often are disappointed with the results.

The truth is that you have to pay attention to your landing page forms. Every little detail matters, from the location of the form to the number of fields it has. That’s why we’ve come up with this list of some simple tips to help you create better, more effective lead-capture forms for your landing pages.


  • Place the form above the fold on the right-hand side of the page—Placement matters. You need people to see your lead-capture form if you want them to fill it out. That’s why it’s so important that you place it above the fold, so that visitors see it the instant they land on your page. You don’t want them to have to scroll down to get to the form, because they might never end up scrolling down the page. Putting it on the right-hand side fits with the natural flow of how people read, from left to right. The visitor will see some of your message and then be drawn to the form.
  • Have a strong call to action on your form—Don’t just slap your form on the page without telling people what it’s for. Your form needs to have a strong headline and call to action above it. For example, if the purpose of your form is to get people to sign up for your email list, you might have a clear, action-driven headline, like, “Subscribe to our Newsletter” and some supporting, benefit-driven copy that explains what they can get when they sign up.
  • Don’t ask for too much information—Privacy concerns are a big deal for today’s internet user. They don’t want to give out their personal information to just anybody. Of course, as a marketer, you love to collect as much information about your audience as possible, but you have to resist the temptation to overdo it. You have to make sure to differentiate between which information your really need and which you wish you could have when determining which fields go in your form. Be careful not to ask for too much information, or else you’ll scare people away. Stick to the essentials.
  • Ensure their privacy—Studies have shown that placing a simple privacy statement below the contact form (such as “We respect your privacy and will never share your personal information”) can increase conversation rates tremendously.
  • Make it fast and easy—Filling out your lead-capture form should only take a few seconds, and it should only be one simple step. You shouldn’t make people jump through hoops just to fill out your form. And don’t frustrate them with CAPTCHAs either. People HATE those.


Are your lead-capture forms optimized for conversions?

Onsite/Offsite Search Optimization (SEO), Content Marketing, Email Marketing & Social Media Marketing