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Web form designing to optimize lead generation

Feedback forms, contact forms, instant callbacks, online chats, embedded questionnaires, and surveys — lead-building strategies of nowadays are more than ever headed towards quick and effective interaction with the consumer. Let’s make it work in your favor!

A likable form design is what you could find really helpful here. Just like a confident handshake sets the tone for a successful business meeting, appropriate web form designing gives your visitors a good impression, doubling the overall trust towards your brand.

Choose a form design that converts

MightyForms survey on tablet

Needless to say, those little aspects can positively both increase the website’s attractiveness for the visitors and affect conversion rates. Simply put, the business’s goals are: get a number, get an email — and that’s one more lead jumping into your sales funnel.

But wait! Since there’s a multitude of options offered, how to choose the design most suitable and optimized for lead generation? Here are some quick web form design examples and tips you can use to help grow your business.

Traditional or Conversational Form Design

Web forms allow you to gather information from your users quickly and unobtrusively. But, just as it is in the case of live speech, the influence of your web form will depend on its tone. A tone can be created whether you use a traditional or conversational form.

  • Traditional forms. Basic forms that are flattened out all over the screen, usually having noticeable input fields and question labels like First Name, Address, Gender, and so on. Being static and rather formal, they normally give you an impression of something reliable, sturdy and businesslike.
MightyForms survey on tablet
  • Conversational forms. Unlike traditional ones, conversational forms tend to show a more human interaction. For instance, instead of filling out the gap of the First Name line, you will be asked to introduce yourself by answering a complete question like ‘What is your name?’ (and each next question will be thus asked individually).
MightyForms survey on tablet

As you can see, different web form design templates offer a different experience. Depending on the impression you want your business to give, you need to choose the one which will look harmonious.

Fonts & Colors

Here’s a fun fact: when buying a product, 93% of buyers focus on its visual appearance. Different external characteristics have an important effect on most consumers, and color plays a role that is especially significant here.

From Coca-Cola’s bright red to Adidas lowercase logo, proper branding is vital for a company’s success. Your brand is associated with certain fonts and color codes — the ones you’ve chosen for the banners, logo, buttons, etc.

“Choosing the wrong fonts can add invisible friction to your marketing.” – Roger Dooley on Neuroscience Marketing

Keep in mind that it is important for your enterprise to strengthen the specifics of your brand strategy, not to breach it. So when working on web form design, always make sure they match your brand’s colors. You don’t want to confuse your audience and plunge your followers into cognitive dissonance, do you?

The same goes for fonts: they should look appropriate, harmonious as to the subject of your business, and recognizable all over your brand’s website.

Protip: whenever you get stressed with keeping up all the details and begin to think it doesn’t matter, just imagine good ol’ Comic Sans used as a font for an official government homepage. That should help.

Number of Fields

More fun statistics: nearly 81% of online-users have abandoned at least one online form after beginning to fill it out. There are multiple reasons that result in form abandonment, including lack of motivation and security concerns.

Add fields to your online form

But an effective lead-capturing strategy makes sure that every aspect of the form works to reduce that percentage. So here are the three simple things to consider for the beginning:


Avoid complicated sentences and answer options that are too detailed. Keep it interactive, short and quiz-like. Delete all distracting elements and unnecessary fields. Provide validation rules and tooltips that help your users in case they’ve missed a field or entered data incorrectly. This is a nice gesture that will make the whole process more friendly.

Basically, try to sort out every element of your web forms, thinking of it from the user’s position.

2. Lessen the clicks

Decrease the number of clicks required. Look up simpler elements and options for your forms to be applied. This plain step can help you to reduce the time and cognitive load required for your form to be completed.

3. Do not save on design

Since the majority of people are visually-perceiving, it is necessary to invest time in the best web form design you can create. Appearance impacts your website visitors’ first impression of your business, trust, and even the desire to fill out the form itself.

Choose proper wording

Words are another potent tool you can use make your audience feel safer and happier with your brand — and, as a result, significantly improve conversion rates.  Here are some examples:

  • the word secret will associate your service with the secret to success;
  • instant can make your product seem more appealing since no one enjoys waiting;
  • words like free or complimentary are great at heating up the visitors’ interest and desire to know more about your goods;
  • by mentioning that your offer is the last chance, you can inspire urgency; etc.

As a bonus: here is a list of words to use and to avoid — check it out when working on your web forms to make sure you are using the positive wording that will help you promote trust to your brand.

Add Your Brand to Encourage Trust

Finally, your brand must give a powerful impression of confidence. In order to accomplish that, you will need a form builder that can provide enough options for customization.

For instance, if you create your forms with MightyForms, you can easily add your own logo to the form, adjust colors, change fonts, style, everything. This way your web forms’ design will blend with their brand and the design of its website. This helps keep brand consistency, requiring nothing but a few clicks.


Dudnique Daryna