One of the most important strategies for marketers is lead generation. It’s how you attract and retain users so they go from website visitors to loyal, paying customers. However, it’s not as simple as that. You need to convince users that your email list is worth joining before they’ll consider it.

A simple way to generate leads is by providing an optimized contact form on your website. Have you ever had the intention to opt into a site’s form only for the experience to be less than pleasant? Too many marketers and business owners underestimate the power of a clean, simple contact form and how much it helps drive conversions.

If you want to generate more leads with your contact form, here are four ways to get started.

1. Build trust

Before users hand over their information, they first need to know that your business is one they trust. Consumers today care less about the hype behind a brand and more about how they treat them. According to a recent study, 84 percent of customers say being treated like a person, not a number, is crucial to winning their business. Businesses who prioritize the customer and make them feel special are likelier to generate sales and drive conversions.

You can take small steps using your contact form to show website visitors you’re there to offer them value and solve their pain points. Only ask for the information you need rather than the information you want. A brand new visitor does not need to give you their home address and phone number, which may throw them off and cause them to abandon your website.

Tell users why you’re collecting their information, which is likely going to be their email address. Is it to send them promotional content? Do you want them to sign up for your newsletter? Are you offering them a lead magnet? Whatever it is, be clear about what you’re going to do with their information once you have it.

2. Choose the right tools

Before you begin creating your form, it’s important you choose the best contact form plugin for you. When picking a plugin, consider your coding skills and how many features you need. You can choose one that comes equipped with templates that make it easy to create forms. Or, if you want to customize yours, you can select a plugin that lets you insert your own code.

For users unfamiliar with code, WPForms is a drag-and-drop form builder that’s user-friendly and simple to navigate. It comes with premade templates and several add-on features in case you need a little something extra.

3. Minimize form fields

If your website is going to generate leads through its contact form, it first needs to provide a smooth user experience. Without it, you’ll see more users bouncing away from your website. No one wants to deal with a form that’s difficult to navigate and doesn’t cater to the UX. You need to make the process of collecting user information as simple as possible.

Imagine a new user who visits your website and sees 12 form fields they’re expected to fill out to join your email list. The odds of them signing up are slim to none. Removing just one field in your form can increase form conversions by 26 percent. People don’t have the patience to fill out more than they need to. So, when you minimize the number of form fields in your contact form, it brings better results.

4. Offer incentives

It’s easier to generate leads if users know they’re getting something in return. You can use a lead magnet to entice visitors to join your email list. However, it can’t be just anything. You need to make sure that it offers value or holds interest for your audience.

Some examples of lead magnets include:

  • Ebooks
  • Whitepapers
  • Checklists
  • Templates
  • Cheatsheets
  • Resource lists

When it comes down to it, your lead magnet can be anything you want it to be as long as it caters to your target audience. It’s crucial that the content aligns with your audience’s needs so it drives conversions through your contact form.

Over to you

Generating leads through your website is essential to grow your business, keep in touch with your audience, and cater to their needs. However, you need to know how to catch their attention and build trust if they’re going to fill out your contact form.