Landing Page Forms: 7 Things Most People Get Wrong

You can have the best landing page copy in the world, but if your form is broken, nothing converts. Most businesses make the same handful of mistakes with their landing page forms. Here are the seven most common ones and how to fix them.

1. Too Many Fields

This is the number one killer of landing page conversions. Every field creates friction. If your form has more than 4 or 5 fields, you're probably asking for too much. Cut everything that isn't absolutely necessary for your sales team to start a conversation. You can always collect more info later.

2. The Form Is Below the Fold

If visitors have to scroll down to find your form, many of them won't. Put the form above the fold so it's visible the moment the page loads. On mobile, where screen space is limited, consider using a sticky CTA button that opens the form as a popup.

3. The Submit Button Says "Submit"

"Submit" is the most generic, uninspiring button label possible. Replace it with something that tells people what they're getting: "Get My Free Quote," "Start My Trial," "Download the Guide." The button label should match the value proposition of your landing page.

4. No Error Validation Until Submit

Nothing is more frustrating than filling out a long form, hitting submit, and then seeing a bunch of red error messages. Use inline validation that checks fields as people fill them out. If someone types an invalid email, show the error right away, not after they've already moved on to the next field.

5. Asking for Phone Number When You Don't Need It

Phone number fields significantly reduce form completion rates. People don't want unsolicited calls. If you don't actually call your leads, remove the phone number field entirely. If you do call leads, make it optional and explain why you're asking. Something like "We'll call to schedule your demo" sets expectations.

6. No Social Proof Near the Form

People hesitate right before they hand over their info. A testimonial quote, a trust badge, or a "Join 5,000+ marketers" line right next to the form can overcome that hesitation. Place social proof within visual proximity of the form, not three sections above it.

7. The Thank You Page Is an Afterthought

After someone submits your form, they should see more than "Thanks, we'll be in touch." Use the thank you page (or thank you screen in a conversational form) to set expectations for what happens next, share a useful resource, or invite them to book a meeting directly. This is a warm moment. Don't waste it.