Forms and landing pages are the front door of your funnel and are too often forgotten. You can either lose prospects with a clunky user experience or capture a clean, enriched contact record that’s ready for routing.
This guide will help you build conversion-optimized, compliant, pleasant, and scalable programs.
Forms capture leads, enrich profiles, and enable routing. Landing pages create distraction-free conversion environments for offers such as demo requests or gated content. If you screw these up, you are hurting your pipeline right at the beginning of the customer journey.
Some companies ask for too much too soon, which kills conversion rates. Others skip field validation, leading to dirty CRM data. Poor accessibility or mobile experiences frustrate users and reduce submissions. And without consistent naming and tracking, attribution becomes unreliable.
Keep required fields to a minimum — shorter forms convert better. Use progressive profiling across multiple touches so you can gather more data over time. And bake data hygiene into the form itself to prevent dirty records from ever reaching your systems.
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Focus on shorter forms, collecting the data that is hard to get reliably with enrichment — like job title, email address, company (especially in this chaotic economy, with many layoffs and job changes)
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| Field | Required | Notes |
|---|---|---|
| First Name | ✅ | Capitalize properly for personalization |
| Last Name | ✅ | Normalize casing for clean CRM records |
| Business Email | ✅ | Block Gmail, Yahoo, and Hotmail; enrichment works better with business emails |
| Company | ✅ | Anchor enrichment and routing to company field |
| Country | ✅ | Enables territory routing and compliance |
| Job Title | ✅ | Collect directly; enrichment is unreliable |
| Industry | 🤷♀️ Optional | Capture progressively or enrich later |
| Company Size | 🤷♀️ Optional | Capture progressively or enrich later |
| # of ads running | 💰 Enrich | This is an example of a field that I can pay pennies on the dollar to enrich, rather than asking folks to enter it in themselves — and it’s more reliable from ad libraries than user memory. Think about fields like this, when it comes to what’s worth enriching on the back-end. |
Use regex (or email validation APIs, like Neverbounce) for email validation to ensure formatting and block junk data. Suppress spam and student domains to reduce CRM noise. And map fields consistently across CRM and MAP to avoid duplicates and broken workflows. More on data cleanliness here!