In 60 Seconds

Forms in 60 Seconds

•Every extra field you add to a form reduces conversion rate by ~10%.
•Visual Forms: Do not use a boring list of text boxes. Use big buttons with icons (e.g., [Repair] vs [Install] icons). It feels like an app, not a tax return.
•Multi-Step Forms: Break the form into 2-3 steps. Step 1: Low threat (What do you need?). Step 2: High threat (Contact info).
•The 'Honey Pot': Use a hidden field to catch spam bots so you don't need annoying CAPTCHAs that block real humans.
•Conditional Logic: If they select 'Commercial', show 'Company Name'. If 'Residential', hide it. Keep it relevant.

You spend $50 to get a click. They land on your page. They see a wall of text fields asking for their address, email, phone, city, state, zip, and "comments."

They feel tired. They leave.

Your form is the Goal Line. You must make it frictionless to cross.

The Theory of "Micro-Commitments"

Psychologically, humans hate giving up privacy (Phone/Email). They love talking about their problems.

Bad Form: Name, Phone, Email, Message. (Asks for privacy first).
Good Form: "What is the problem?" (AC, Plumbing, Electrical). "How soon do you need us?" (Today, Tomorrow). "Where should we send the confirmation?" (Phone).

By asking the easy questions first (Micro-Commitments), you build momentum. By the time you ask for the phone number, they have already invested time. They are likely to finish.

Designing the "High Intent" Form

Step 1: The Service Selector (Visual)

Instead of a dropdown menu, use Cards or Icons.

[ ❄️ AC Repair ] [ 🔥 Heater Repair ] [ 🛠️ Maintenance ]
Why: It’s 10x faster to tap a button than scroll a dropdown.

Step 2: The Urgency Filter

"Ideally, when do you need service?"
- [ As Soon As Possible ] (Tags lead "Urgent")
- [ Flexible / Next Few Days ] (Tags lead "Routine")
Why: This helps your Lead Routing and Triage.

Step 3: Contact Info (The Close)

Name
Mobile Phone
"Get my Quote" button (Not "Submit").

Conditional Logic

Make the form smart.

If user selects "Estimate" -> Ask "How old is the current unit?"
If user selects "Repair" -> Ask "Describe the noise it's making."

This gives your sales team ammunition before they even dial.

Verification Checklist

Mobile Thumb Test: Are the input fields tall enough (44px+) to tap easily?
Auto-Fill: specific strict autocomplete attributes (name, tel, email) so the browser fills it in 1 click?
Success Page: Does the form redirect to a "Thank You" page? (Essential for tracking conversions).

Common Mistakes

[!TIP] Kill the Captcha "Select all images with crosswalks." This kills conversion. Use a "Honeypot" field instead (a hidden field that only bots fill out). If the field has data, block the submission. Humans never see it.

"Submit": Never use the word Submit. It implies yielding. Use "Check Availability," "Get Pricing," "Request Call."
Asking for Email AND Phone: For local services, you only need Phone. Email is nice, but Phone is money. Provide Email optional.

FAQ

Q: Should I put prices on the form? A: Generally no. Variables are too complex. Use the form to sell the appointment, where you give the price.

Q: What is a good conversion rate? A: 5% is average. 15%+ is elite. A good multi-step form can double your rate overnight.

Sources and References

Conversion Fanatics: Form Field Studies - Impact of length on conversion.
Typeform: The state of lead capture - Visual vs text forms.

Changelog

2024-05-16: Initial publication.

Read Next in This Hub:

Website Chat Intake - The conversational form.
Speed to Lead - What happens after they submit.

Related System:

Buying Moment Coverage - High converting pages.

Form Design for High Intent Leads: Fewer Fields, Better Routing