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Ask for Less, Get More

What information is absolutely required to begin a conversation with a new prospect? If you think about it, possibly only a name and a means to contact them – for website visitors that’s an email address. Asking for more than that is nice, but it’s not necessary.

That’s why short forms on websites are an ideal way to begin the conversation with a prospect. Don’t overcomplicate forms with too many fields, or with questions that aren’t relevant at this early stage in the customer’s journey. Your objective is to encourage inquiry, not discourage it by offering an intimidating form.

And short forms have another benefit: They can be easily integrated into almost every page of your website, serving as that silent, yet always ready, salesperson. In tracking data, sites with short request forms integrated throughout have a conversion rate 50% higher than those that offer only a single Contact Us page.* It’s evident that clear, concise, short forms with large fields are ideal for optimal conversion.

ConversionComparison

Take a look at your website, evaluate your form(s), review what information you’re asking the user to fill out and, if necessary, make changes. That’s the great value of digital technology. We can learn, test, analyze, and make updates to constantly evolve and improve.

To get the greatest benefit, use two types of general forms throughout your community website. First have a main form on the Contact page of the website that includes additional fields such as address, city, state, ZIP, and information-seeking questions such as: “How did you hear about us?” or “What level of care are you interested in?” The short form, often referred to as a “quick form,” can be added to pages throughout the website, and is meant to complement the main information request form.

Here’s an example of those two forms from a site we manage.

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