One of the biggest contact form mistakes you can make is sending leads to a basic form at the bottom of your demo or contact page. Even though someone fills it: It won't reinforce why they should work with you. It won’t handle any possible objections they have from working with you. It doesn’t add to the user experience or let them see your personality. After you’ve captured your lead’s attention, your next step should be building trust & credibility with them. They should already trust you before they apply for a demo, sign up for a resource, or book a call. In this article, I’m not talking about common contact form mistakes like making your form , , or too long non-mobile friendly sending traffic to a faulty form. I’m revealing how you can use micro-conversions and copywriting techniques to build trust with prospects from your form. Then, I’ll show you how to optimize your contact form to convert more leads. Grab your fave drink, and let’s get into this. What Are Micro-Conversions, And Why Should You Use Them? When I started my copywriting business, I thought that these four basic fields were all you needed to convert more leads: Name: Your email: Your company: Your message: As my conversion copywriting skills grew, I discovered a hidden problem that kills conversions on contact pages. The basic 4 fields I showed you earlier do to show your customer that you care about them or understand the problem they’re going through. nothing There are no custom, personalized questions to make your One Reader feel like you’re reading their mind. There are no brand-accurate questions or placeholders to reflect your brand voice and tone. It’s also terrible for collecting quality VOC data because your prospects won’t give specific answers about their current situation. So if you’re a Saas trying to get more results from your contact form like: More users filling out your demo form, and More users inquiring to work with you, Your form should answer the question, “What’s in it for me?“ for your perfect prospect. What do they learn about you from filling out the form? What will they get from filling out the form? Why should they fill it in now? That’s where come in. micro-conversions Think of micro-conversions as transactions. They are small steps that your site users take that indicate that they’ll convert ( ). Each time, you ask for something slightly bigger…or something that takes slightly more effort than the last request. Hotjar These are just a few ways you can use them: Someone downloads your free guide, and at the end of the resource, you invite them to book a call. Someone subscribes to your newsletter, and in your welcome email, you ask them to pick topics they’re interested in. Someone signs up for a demo, and then you pitch them your solution at the end. How Should Visitors Feel When They Fill Out Your Form? As they answer questions and tick boxes, your One Reader should understand that: You understand the problem that they have. Your solution is the right fit for them. Your solution is easily accessible (not that they have to hop on three separate calls before requesting a demo!) Unfortunately, that’s where most contact forms just fall flat. Why Many Saas Contact Forms Are Set Up To Fail The issue is that many Saas forms don’t reinforce why their site visitors should continue filling out the form, much less work with them. Additionally, if your form has too many fields, it's intimidating and stressful to fill out. Let’s see how form fields and CTA can impact responses below. Form fields won’t convert well if they don’t: Reinforce the benefits they’ll get from your demo. Tell the prospect why they should want your demo and when they should expect to see results. Lower the risk of taking action – for example, telling them when they’ll get a response. Build trust – no social proof or recommendations to show your expertise. Calls to action can also reduce your conversions when they can't communicate the value of taking an action. CTAs like or are overused, and they don’t reinforce how: “Click here" “Get started“ Signing up for your demo can help them know why they need your software to track email replies. Starting a free trial with all the premium features can get them closer to that “AHA” moment. Working with you can help them scale to $20k months faster. See what I’m saying? We’re going to see how you can close your contact forms better so that your leads understand why they should take action now, and anticipate the end result you promised them. Let's see how this copywriting framework works. Reinforce What They Get From Your Service – The Short Close Method From the start, your leads should know what outcome or transformation they get from your solution. Unlike e-commerce businesses, your Saas is an intangible solution. Your leads can’t see or touch it, so you’ll need to focus on the transformation they get from using it. For example, you can’t touch Google, but a quick Google search gives you access to millions of websites and resources for free. How Do You Summarize Everything They Get From You? Firstly, identify your and . propellants repellents Propellants are forces that make your prospects want to say yes. Some examples of propellants are: “What do I get?”: A 40-minute demo of XXX solution to see how you can save $5k every quarter on XXX fees. “Why do I need this now?”: If you keep DIY’ing you’ll lose at least $5k every quarter, and pay the wrong people to fix problems that don’t exist. Repellents are forces that make your prospects want to say no. They include: “Why should I trust you?”: We’ve worked with over 100 fintech companies and helped them save a total of $983,200 on XXX fees every quarter. “What objections can you help me overcome?”: If you’re too busy for a demo, we’ll send you the recording and a customized report for you to implement immediately These are the backbone of the Short Close Method. This strategy reminds the visitor about what they get from working with you and tackles objections/hesitations about using your solution. When you can use The Short Close Method: If your demo page has a form at the bottom. If you want to move your visitor to another page, e.g., your product page. What this looks like: Propellant reinforcing crosshead Body text that emphasized propellants or handles objections (repellents) Button copy (if needed) Click-trigger copy to reduce repellents, e.g., "Get a free intensive when you apply now." A good example of this is the close for InfusionSoft’s form⬇️ Here's What I Would Suggest Improving: There are many e-mail marketing software for small businesses. How is their software different? What can it help their ideal customers conserve or increase? Benefit-centric headline: If there was a benefit in the headline, the button copy could reinforce it and make it more enticing to click, e.g., or The button: "I want to 2x my engagement" "Show me how to get more revenue" It doesn't say whether prospects should book the demo or if they'll get it immediately. Remember, be clear about what your visitor gets after they click that CTA! Clarity: The body copy isn't specific about how they helped their customers. Did they improve deliverability? When paired with the social proof (125k customers served), it increases their credibility. Be more specific: TL;DR Contact forms aren’t just plain boxes to fill, they’re a great opportunity to build trust, show off your brand voice & tone, and collect quality voice-of-customer (VOC) data! Don’t make your form stressful to fill out or use a faulty form. You can use the Short Close Method to reinforce what they get from filling out the form, and get more quality leads who understand your offer’s value. Use propellants and repellents to handle objections, and drive your visitor to take action immediately. Let me know what you think in the comments, and feel free to ask any questions you have! Like this article? Please share it on LinkedIn or Twitter☀️ This article was originally posted here.

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