CREATE WEBSITE CONTACT FORMS THAT ACTUALLY CONVERT
When it comes to website design, the contact form might not seem like the most glamorous element. But trust us, it's the unsung hero of your site. It's the bridge between your business and potential clients, customers, or partners — and if it's not working properly, you could be losing out on real money.
If you're designing a contact form, your goal is clear: get as many users as possible to fill it out. But how do you create a form that not only grabs attention but also converts visitors into solid leads? Let's break it down!
Keep It Engaging (But Not Too Long) — While many guides will tell you to "keep your contact form short," we’d argue that a little fun and creativity can make your form stand out without being overwhelming. A form doesn’t have to be a rigid set of fields; instead, think of it as an opportunity to engage users with a little personality.
People enjoy interacting with well-designed, quirky, or fun contact fields. But remember to balance creativity with usability. Instead of just asking for "Name," consider a more personalized question like, "What should we call you?" Or, rather than a plain email address field, try a playful prompt like "How can we reach you?"
A great example of this comes from the form design on Airbnb's website, where they creatively ask visitors to describe the type of experience they’re seeking. It’s engaging, and it encourages users to think and interact more than just filling in blanks.
Prioritize Lead Quality Over Quantity — When designing your contact form, it’s important to remember that not all leads are created equal. Quality matters more than quantity. For example, if your goal is to attract high-value clients for a consulting service, you might want to ask slightly more specific questions to pre-qualify leads.
Rather than just a generic “What can we help you with?” try asking more detailed questions like:
“Tell us about the project you’re working on.”
“What’s your timeline for getting started?”
“Have you worked with a design agency before?”
These questions may seem like more effort for users, but they help you filter out low-quality leads and better understand the needs of those who are genuinely interested. According to a HubSpot survey, asking a few qualifying questions can actually boost conversion rates by ensuring that you're connecting with the right people.
Make It Easy to Find and Accessible — Your contact form won’t do you much good if no one can find it! Make sure it's easy to access from any page on your website. The best practice? Include a prominent "Contact Us" button in your main navigation bar, and perhaps even a sticky button that follows visitors as they scroll.
Additionally, optimize for mobile devices. Over half of all web traffic comes from mobile users, and if your contact form doesn’t load properly or is hard to fill out on a smartphone, you’re likely missing out on a lot of potential conversions.
Use Clear, Actionable Labels — The language you use on your contact form is more important than you think. Clear, actionable labels improve conversion rates by making the process easier for users to understand. For example:
Instead of “Submit,” use something more specific like "Get in Touch" or "Send Message." This makes it feel less like a formal transaction and more like an invitation to connect.
For the message box, use a prompt like “Tell us what you need” or “How can we help?” This is a friendly, open way to get users talking.
Another key tip: keep your form labels above the fields. We thought it was just us, but upon further research we’ve found that many marketers have had the same experience — placing the label above the input field [instead of inside it] leads to higher form completion rates. Plus, users can scan it quickly and fill in the blanks without confusion.
Don’t Forget About the Thank You Page — Once users hit that submit button, don’t leave them hanging! A clear thank you message or confirmation page goes a long way in building trust and preventing users from feeling lost. A simple “Thank you for reaching out! We’ll get back to you soon” reassures them that their form submission was successful.
Better yet, offer next steps. For example, "While you're here, check out our latest blog post" or "Follow us on social media for updates!" This keeps users engaged with your site and could even encourage them to explore further.
Don’t Forget About Security — Security is key, especially when handling user data. A form that looks like it could be a security risk will scare visitors away. SSL encryption is a must for any form that asks for personal information. Plus, adding a reCAPTCHA or similar tool to protect against spam is essential to keeping your forms secure and your user data safe.
A/B Test Your Forms — One of the best ways to ensure your form is converting at its peak is by A/B testing. Try testing variations of the form — such as changing the copy on the submit button, adjusting the field labels, or experimenting with different form lengths — to see which version delivers the best results. Even small tweaks can have a huge impact!
For example, HubSpot's research found that forms with a button labeled "Get my free quote" converted 3x higher than those with a generic “Submit” button. So get creative with those tweaks and see what works best for your audience.
Use Visual Design to Your Advantage — The visual design of your contact form can also affect its conversion rate. Use contrasting colors to make the submit button pop, and ensure the form’s layout is clean and organized. Avoid clutter by providing enough space between fields, and use short, concise text.
You also want to keep your form’s design consistent with the rest of your website — this keeps the user experience seamless and professional. If your website has a modern, minimalistic design, don’t make your contact form look like a 90s relic!
Creating a contact form that converts isn’t just about asking for name and email—it’s about creating an engaging, fun experience that captures the right leads and builds lasting connections with your visitors. By finding the right balance between creativity and usability, offering the right questions, and ensuring security and accessibility, you’ll have a contact form that not only works but excels at bringing in high-quality leads.
