Contact Forms

The contact form is the first point of contact between your customer and your business, and should never be treated as an afterthought.
It should basically sum up what your landing page is all about.


It should include a short explanatory paragraph that clarifies the purpose of the form, and explains what the reader will be receiving in exchange for “paying for it” with their personal info. This could include things like:

An eBook or white paper

Free product samples


Product demos

Free consultation

Advanced information

Or whatever is needed to solve your customers’ problems.

The way you ask questions on the form is just as important as the actual information you are asking for, so ask clearly and don’t make people think too hard about it.

The initial contact form should never ask for too much information; include too many fields (phone, address, business name, etc) and you may scare prospects off – responses are sure to be right down.

In marketing, this resistance is called ‘friction’. The more things you can do to reduce friction, the better.

An email address is sufficient to commence direct dialogue with them and to begin to instil buyer confidence and trust.

At Crockford Carlisle we avoid using “Submit” to label the Call To Action button. Instead we describe what will happen when the prospect clicks the CTA button, such as “Subscribe Now”, “Register Free”, “Get Help Now”, “Tell Me More” and so forth.

After all, who wants to submit?