How many fields should my lead capture form have?

Votel recommends keeping lead forms short. Every question you remove increases how many people fill the form out, and the difference between three fields and five matters.

Name, email and phone is usually best, and no more than about four fields. Ask for both email and phone rather than one or the other. Things like timing, preferred contact method, how they heard about you, company name and trade can be asked on the phone.

If you need more questions, use a survey form in the form builder, which is a multi step form with screens. Put name, email and phone on the first screen and the other questions on the second, so you already have the lead if they leave on screen two.

Make the form match your site: a transparent background instead of a box inside a box, a matching font and border, and no extra double border (you can remove the border by setting the border color option). Make the submit button a call to action, such as Get your free strategy call instead of Submit, with the same wording, color and height as your main call to action. Use one agreement or consent line, above or below the button, not both, and keep to one lead capture form per page.