Good lead generation forms are designed for a specific business while keeping their objective in mind. The cookie-cutter ‘name, email, message’ contact form template is a time waster.
For example, we can look at the “Job Quote Request” form that I put together for Fleming Marine Construction.
Their form collects the basic contact information along 3 other key elements that are specific to their goals.
Location Based Input (“Job Address”):
Construction companies usually perform their services at the customer’s location. The distance from their headquarters has a huge impact on their costs and therefore pricing. Knowing this information before speaking for the first time is a huge benefit.
Being able to figure your price beforehand saves time in dealing with the customer and gives them information more quickly. Time that they could lose interest or consider going with your competitor. Location information also provides the opportunity to predetermine the value of individual leads which helps in prioritizing the responses.
Time Based Input (“Best Time to Call You”):
This may seem trivial or even unnecessary by some. However, calling them on their schedule gives you an advantage. When you take the time to call a potential customer you want them to answer or your time is essentially wasted.
Being aware of the right time makes it more likely for them to answer and be available to have a conversation that turns them into a paying customer.
Image Input (“Upload a picture of the job site”):
Adding the ability for users to upload an image of where the construction will take place has been a game changer. “A Picture is Worth A Thousand Words” is a popular cliche for a reason: because it’s true.
Reviewing an image before your conversation will give you insight beyond what’s verbalized over the phone. It is possible that you may even notice something important in their photo that they wouldn’t have thought to tell you during your conversation.
In addition to preparing you for the initial call, sharing images starts to build a sense of trust and understanding that is needed to make the sale.
I also make sure to add reCAPTCHA to prevent form submission spam.
(More on reCAPTCHA in a later post.)