The contact form on the website, especially in the B2B industry, is a must. This is one of the easiest ways to increase conversions on the website, and on the other hand, one of the most neglected points on the company websites when we start to work with them. Maybe your customers are passing through your website and you still don’t utilize their potential through the contact form? In order to help you to increase the conversion on your website I want to tell you what the contact form should look like and how to use its potential fully.

Number of fields

Do you need the surname of the person you will contact each time after sending the contact form? Are you sure that the country of the company’s operations in case of your service is the key information for you? Are you unable to check it out? Focus on two basic things that are crucial from the point of view of contact with a potential customer – business email address and phone number. These two points must be on your form and both of them must be mandatory.

Survicate form

Even if you don’t usually contact someone by phone – what if you don’t get a call just because he made a typo in the mail adresse? The likelihood of making mistakes in both – the mail and the telephone number is much less .

Required fields

It is known that our goal is that our potential lead will fill all the fields of the contact form. Do not point out, however, that they are obligatory until the potential customer wants to click on the button that sends you the information about the contact with him. Why only after clicking? Once he has done this, he will consistently do it again, even if he will have to complete the form with specific fields – just pure psychology. In the case of a badly completed form don’t make someone fill the form again from the beginning – it will produce the opposite to the intended effect Let him simply have the opportunity to correct the wrongly completed fields. If possible, try also to enter an email check – let your potential client get a pop out notification  if he didn’t include an “@” in the email.

tune contact form

The biggest problem of most contact forms is usually the issue of personal data protection and giving consent to chosen ones despite such a legal requirement they usually don’t appear in most forms. However, if we want to act in accordance with law, and use the data only to contact us, we should include such a clause: “[check box] I agree to the processing of my personal data in accordance with the law on personal data protection in connection with (e.g. application). Providing the data is voluntary, but necessary to process the query. I have been informed that I have the right to access my data, the possibility of correcting it, requesting discontinuation of its processing. The administrator of personal data is [full company name] with registered office [company address].

Call to action

Call to action is a very important point of every form. It must be short and specific while informing the client what will happen after sending the form. In his tests Hubspot noticed that describing a button to send a form in the most common and obvious way, ie using the “Submit” password, has a negative impact on conversion rates. There were drops of up to three percentage points here. Consider what call to action will be appropriate for your service, what further steps will it indicate when submitting the contact details. 

hubspot cta
Source: Hubspot (

Site location

If your contact form is to appear only in one place on the page – place it in the “Contact” tab. This is a natural place where a person who wants to get more information about your product or service goes to. If you feel the need and you see in your Google Analytics that people rarely switch to this tab consider isn’t it worth putting a short, two-field form also at the bottom of the page in the footer (by the way, a small traffic on the contact page mean maybe you have a badly designed customer journey and that traffic is not well targeted on the website).

Remove the CAPTCHA

One of the most hated sections of a contact form is … CAPTCHA. Indeed, filling the field with letters from the picture is very frustrating and can reduce the conversion of your form by as much as 3.2 percentage points, according to research carried out by If you want to have a spam-free contact form use other less-invasive forms of checking traffic – e.g. reCAPTCHA.

Possible aberrations

Sometimes the specificity of your industry requires you to change the common form of the contact form and a bit expand it in the way you need for your particular business. If for the first call with a potential customer, it will be very valuable to know what industry the form filler is from  – don’t tell it to enter it him or herself, just give the option to choose from the drop-down menu. Maybe your clients have some specific 4 problems and way of talking to people with those problems should be different for each problem? Here also the drop-down menu will be a great option – give them 4 choices and the “other” option – you will know how to talk to them.

The contact form is one of the most important points on the site – it is often the only option for counting the conversion of your website. Remember how important it is to set a goal in Google Analytics for this conversion – regardless you use the thank-you page or the event counting on the page. Give yourself the comfort of analyst knowledge and just analyze, measure, and improve.

Or … just leave it to us;)