Why a simple contact form & strong call to action can increase your conversions?

Today, contact forms and call to actions aren’t what they used to be. As webmasters are getting more and more creative with their copy on the websites, they are also rewriting contact forms and CTAs. Why? A good contact form with a strong call to action will generate approximately 50% more sales-ready leads. The number is high enough for the webmasters to get experimental.

The value of contact form and CTA.

A contact form is a portal between a visitor on a website and a sale. The page on which we want the customer to land and purchase our goods, often include a contact form with an enticing call to action. If the contact form is too generic, too long or doesn’t answer the questions visitor is asking, and the CTA isn’t motivating, then the sale will most likely not happen. Optimizing the contact form can often be tricky and might even cost a few leads. However, A/B testing is necessary to cultivate a high performing lead generation form and CTA. 123FormBuilder is an easy way to create, integrate and test your contact forms and buttons.

Why we need a contact form and CTA?

The information entered in the contact form is important to many aspects of the business and together with a motivational or fear-touching call to action, it successfully generates leads.


You might think that after all, if your website visitor will want to contact you, he or she can simply write an email or give you a call. However, by leaving your email address or phone number on your website, you might be risking of getting unwanted spam or sales calls.

The scope of Availability.

If you leave your email address and phone number on your website, be ready for emails and phone calls in the middle of the night, during holidays, or on the weekends. Potential leads don’t usually care about the time of the day or the date. They want their questions to be answered straight away.

Efficiency and Convenience

Having a contact form on your website makes it easier for the person inquiring. Instead of being forced to talk to a stranger on the phone or write an email without knowing who is going to get it, you impose uncertainty and difficulties. By including a simple contact form, not only will you get more detailed information on your lead but also, on the situation. A field with multiple choices on the form can include a few reasons why a person might want to contact you.

Email Marketing

Emails generated through contact form can be used for further email communication. You can use those emails to send updates on your products, invite them to read new blog posts or simply inform of what your company has been up to.

The final touch

Call to action is the last piece of text and color that visitor sees before becoming a buyer. It is essential for it to be attractive rather than neutral or motivating through emotion rather than directional. By including a strong call to action together with your contact form, you set the tone and the feel of your company.  

What should a lead generating contact form include?

Aside from the main contact form fields like full name, email address, and message field, it might be good to ask for a phone number. Having a lead’s phone number might speed up the communication process and lead to conversion quicker. However, leave this field optional as not everyone will want to give you their phone number.

Providing a drop-down menu with suggestions as to why a lead might want to contact you, will speed up the problem-solving progress. The form then can be forwarded to the right department.

The contact forms may also be used to sell more than what the lead wants. By including options for additional services or goods, you increase a chance of selling more than just the product you visitors came for.

Personalized CTA increases lead generation by 42% compared to standard call to actions. By personalizing you CTAs to fit every website visitor and contact form on every landing page, you provide a sense of understanding, and website visitors feel safe.


To use a contact form and call to action on your website or not is up to you. However, when you combine a good contact form with a strong call to action, you not only personalize your visitor’s journey through your website, but you also push them over the whatever barrier of resistance they’re battling before purchasing.

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