Improve your contact form and generate better leads

When we reviewed our own lead data in GA4, most generate_lead events on fokuus.be came from outside Belgium. That alone does not prove that every foreign submission is a bot, but it gave us a reason to compare the tracking with the actual enquiries. Judging a contact form only by its submission count can give a misleading picture.

Morecet is the wrong target

Most advice on contact forms is about one thing: as many entries as possible. We have come back from that. A form that allows alles in will mainly provide you with work: vague questions, price hunters, spam that slips through your filter.

With Arvaro Automotive We have deliberately qualified the application form: the visitor indicates what he is sending for. The result was not only more requests via the site, but especially better. A car company has more to offer five applications with a specific budget than twenty messages that lead nowhere. That principle applies to every sector.

Slight fields, one of which qualifies

Our own contact form start with the service you come to, followed by your question. After that we ask for your first name, last name and email address. Phone number and company name are optional. If you come through a service page, then the subject is already filled in. We collect the context needed without immediately presenting a long list of fields.

The rule of thumb: each field must earn its place. Do not ask for an address if you do not deliver, no company name if you can get it from the mail, and do not double ask for information that you already have reliable. If you keep it short, then fewer people cut off; add one smart choice field, then every application becomes more useful. Shortly and qualifying, that is the combination.

Watch how we get a Request for transport to Degrande divide and how Masters of Underfloor Heating asks out project information.

Trust is next to the form, not in it

People doubt just before they click on sending. What helps is not a label or invented counter, but clarity about what happens after that. Explain what happens afterwards and only promise a response period you can deliver. Set your phone number next to it for those who prefer to belt. And don't hide your privacy story: one sentence and link to your privacy policy will suffice.

What better to leave you: promises that you don't deliver and figures that make no sense. "Hundreds of companies went for you" only works if it's true and you can show it. Otherwise, the visitor feels that, and then it works against you.

Measuring without lying to yourself

Many registered lead events came from abroad to our own website. To assess real applications, these events must also be compared with received messages. Therefore, not only do you judge them as one number. Three things each company site should have:

An ele_ cad, with the source page as parameter, and in your reports filtered by land and channel. Compare measurement also to really received and usable requests; a country filter does not prove quality in itself. 1,200 sounds (we use Microsoft Clarity) from visitors who opened the form but didn't send it: there you will see where people are stuck within ten minutes. a permanent place where applications are to be made, a CRM or if necessary a shared mailbox so that no lead is lost on the days it is busy.

And the fair reservation: on a small site, numbers are low. Do not draw conclusions from one week of data; look per month or quarter, otherwise you will optimise by chance.

The form is the end piece, not the engine

A better form will be more from the visitors you already have, but it will not take much if your site attracts the wrong visitors or doesn't build trust before they get down. If you want your entire site to cooperate on better applications, please see our approach for web 313 in KortrijkYou can do it. submit your website questionWe'll see what you need and discuss the follow-up.