March 16, 2020
All business conducted on the internet starts with the humble lead form.
Before a brand can communicate, convince, and sell to a potential customer, they must first pass a test. Have they done enough to convince the user that they're valuable and trustworthy enough to be allowed to contact them again?
"Consider how to convey the authentic value of what you're selling. Use the real words of your customers in your taglines and your messaging. Think about your lead form as the start of a mutually beneficial relationship."
Growth Designer. Designing for impact. Building community around @growthdesigners @designanddata
To turn a browser into a contact, there are a few challenges to address.
First, design. Is your form intuitive? Is the contrast right? Do your form field labels make sense? Are there too many fields or not enough? Did you actually go through the flow on mobile?
In short, make it easy, make it relevant, and make yourself trustworthy.