Send paid traffic somewhere better than your home page

Where the form fits

On a lead-capture page, the form is the point of the whole thing, so most decisions start there and work outward. What do you need to know to follow up with someone? Name and a way to reach them, usually. Maybe a service type or a rough project size. Every extra field is one more thing to type with a thumb.

The page around the form exists to give people enough reason to fill it in. The headline sets the context, a short section explains the offer, and a few plain points answer the questions people tend to have before sharing their details. Consent wording and a privacy link sit right by the button.

After the form comes the thank-you page, which confirms the request went through and says what to expect. It is also where a conversion is usually recorded for your ad platforms.

Form setup, field by field

Forms are where most of the careful work happens. A good starting point is to ask, for each field, who uses this answer and when.

• Name and email or phone: needed for any follow-up.
• Company or business type: useful in B2B, where the sales team sorts requests.
• Service or project type: often a dropdown, so answers stay consistent.
• Notes box: optional, for anything the visitor wants to add.

Fields nobody reads get cut. Required fields are marked clearly, error messages say exactly what to fix, and the keyboard on a phone matches the field (numbers for phone, email layout for email). Hidden fields can carry campaign details such as UTM values into your CRM without the visitor seeing them.

Some campaigns use a two-step form, with a simple question first. Treat that as something to test on your own traffic.

What you provide for a landing page

A provider can write and build the page, but some inputs only come from you:

• The offer, stated plainly, and who it is meant for
• The ads or campaigns that will point to the page
• Facts the page may state: services, service area, licenses, hours
• Your logo, brand colors and any photos you have rights to use
• The fields your sales team actually uses from each request
• Consent wording approved by you and your counsel, and your privacy policy link
• Access to your site, page builder or domain, ideally as a user on your own account
• Where submissions should go: an inbox, a CRM, or both

Clear inputs early tend to mean fewer rounds of edits later.

Questions about landing pages and forms

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