By: Danielle Guerrero|
19 Aug 2020
An enquiry form is a vital element in a website that serves as a conversation starter for your visitors and doubles as a doorway for possible sales. Many overlook it as just a standard page that needs little to no attention, not knowing that they are making a huge mistake. In actuality, designing enquiry forms need to be given as much attention as when you plan out any areas of your website.
There are many floating templates for enquiry forms that you may use. The most standard ones ask for a name, contact details and a space for a short message. Although it is typically short, dedicating time and effort into customising your enquiry form can generate more conversion rate for your website than you can think of. You can avoid bounce rates from impatient visitors, gain new subscribers to your newsletter through your thank you page, encourage signing up after submission and promote other products and services.
However, you may wonder how exactly can you customise a short yet good enquiry form? Pack each section with subtle but meaningful messages that catch the eye. The usual ones usually go past readers’ eyes because site visitors have been used to seeing standard enquiry forms for such a long time. Go the extra mile for your enquiry form with these tips.
5 Tips on Designing an Excellent Enquiry Form That Converts
1. Write a clear and concise title
Use a title that will act as a sales pitch. Most forms use the plain old “Contact Us” title for their enquiry forms which is just like a label for the form. Write a title that calls for attention to what you can offer the moment they decide to submit their enquiries. Get creative but accurate. If they will receive a quote after submitting the form, “Contact us for your free quotation today” is a great example of a title that can shorten the decision-making process.
Another creative way is to incorporate your tagline in the title. Your tagline usually welcomes visitors on the home page. Putting the same words in your enquiry form reinforces visitors’ memory and builds upon familiarity.
No matter what strategy you use, your title should be very effective as it is the first line that comes across your visitors’ eyes when they open your enquiry form.
2. Ask only the necessary questions
It is being said that the first impression lasts. Visitors shy away from long enquiry forms. It would be advisable to ask only the necessary questions. Avoid asking for multiple entries like a second contact number. Retain only what you need for the enquiry to avoid reducing your visitors’ impulse to submit.
You might think that it’s a wasted opportunity to not ask everything at once but by keeping a short form, you’re applying the foot-in-the-door technique of selling. Your form is the first “small ask” that can lead to bigger opportunities for your sales later on. So making sure that your short enquiry form is filled is a better step than collecting other information which you can collect later on.
3. Personalise your enquiry form
As a part of your website, your enquiry form should also bear your business’ identity and its services. Incorporate your services or products in the questions. Your visitors are sure to remember your business when they spot an enquiry form that has unique questions.
These unique questions also make their concerns easier to convey. Service-wise, you’re catering to your customers’ requirements at such an early stage, making your business appeal as more approachable than usual.
Having unique questions can have its downsides. Visitors may have a hard time answering the question and use the right words for you to understand as well. An easy fix is to have drop-down menus for your unique service questions. It will serve as their own reference for your readiness to provide a service that is appropriate for their needs.
Need more help to realise what owning your enquiry form looks like? Take our very own enquiry form as an example. We have added optional fields which already addresses our clients’ needs and we also provide a consultation style preference so we’re sure that compatible project managers are assigned.
4. Keep the action buttons clear
Direct-consequence buttons are buttons worded to tell exactly what happens after being clicked on. A rookie mistake often seen in enquiry forms is having generic buttons at the end of the questions that don’t describe what happens after submitting the form (the exact opposite of a direct-consequence button). The last step of your conversion process is when they submit their enquiry form. So it is as vital as your title.
Avoid using vague buttons like “Done” or “Ok” for your enquiry forms. Instead, use direct-consequence buttons to emphasize what the enquiry form is. If they will get a newsletter subscription after filling in the form, use a “Subscribe Now” button which doubles as another CTA. Aside from being direct to the point, this strategy also eliminates confusions and adds another layer of persuasion in case they back out the last minute.
Remember that effective CTAs should be efficient in fulfilling the actions they call for. CTAs ultimately lead to your enquiry form most of the time. If your CTAs successfully worked for you in leading your visitors to fill in your enquiry form, then a direct-consequence button is the stamp that seals the deal.
5. Have a personalized thank you page
An enquiry form does not end in its own page. It should be followed by a thank you page which should be just as personalized and given attention to as your enquiry form. A thank you page acknowledges their submission of the enquiry form and serves as another avenue for more potential conversions.
A thank you page should not just contain a huge “Thank you” in it to offer your gratitude but also further instructions or an estimated waiting time for a response. Throw in some phrases that are variations of your taglines like in the first tip. Another great opportunity given by a customised thank you page is an avenue for related promotions, social media buttons, sign up redirects and links to your other services they might find interesting. Use your thank you page as a way to keep your visitors engaged with your website.
Look at our personalized thank you page that gets visitors excited for their future collaboration with us.
Build better enquiry forms with Verz and get those leads!
Having an amazing enquiry form requires a good grasp of what your users’ journey will be. You have to be equipped with the ability to imagine being in your visitors’ shoes before creating something that will amaze them. It should never be overlooked as it serves as the last step to generate leads. Bear these tips in mind and you’ll get your enquiry form working for you soon enough!
Want to have a next-level enquiry form for your website? With our web copywriting services, we not only help you design, but also write a compelling enquiry form that will attract visitors’ attention, persuade them to start a conversation with you and increase your conversion rate!
Call us at 6841 1680 or email us at [email protected] for a free consultation!