Why Simplifying Form Fields Can Convert More Website Visitors into Potential Clients

When building a law firm website, one of the important details to consider is how many fields you will have on your lead generation form. Lead generation is the process of getting a database of potential clients along with contact information. Studies show that it often takes several “touches” before a client will seek your services. Your lead generation form is one of the first “touches” to transform a visitor to your website into a client.

Making sure that this form is as simple as possible is one of the most important ways you can reduce friction on your website and ensure smooth client acquisition.

Tips for simplifying form fields

From the law firm of Nelson, Cook & Taylor, PLLC, these tips will help you become successful in the world of web-based client outreach.

1. Set up a two-step form field. The first field can ask for basic information that anyone would give out such as email, name and address. The second field can go more in-depth to help set up a comprehensive database. Clients who fill out the first field will still be in your lead generation process. You can offer an incentive for filling out the second field such as access to members-only content, or you can simply communicate that filling out the information will enable you to better help them.
2. Make more form fields optional. An attorney from Nelson Cook & Taylor PLLC would most likely tell you that people may stop filling out your form altogether if they feel as though they have to give too much information. This helps you identify motivated leads versus unmotivated leads and may enable you to connect on a deeper level with those who fill out the optional fields as well as the mandatory ones.
3. Remove all unnecessary form fields. Sit down and take a hard look at the form. Only ask for information that would help you connect with your potential clients. Almost no one has a fax machine anymore, and asking for their full address may not be necessary. Email, city/state/zip, name and some basic information about what legal services visitors are interested in may be all that’s necessary for your law firm’s website.

You may come to different conclusions about what will make a streamlined form field, but be sure you make your lead generation form as simple as possible. Use the KISS principle — Keep It Simple, Sir — and you will succeed in your web marketing efforts. Take a look at your form fields and see if you can simplify them!