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.
Checking a proposal for landing page work
Proposals for landing page work vary a lot in what they include. Read one with these points in mind:
- How many pages or page versions are included, and what counts as a revision
- Whether form setup, the thank-you page and tracking are inside the scope or extra
- Where the pages will be hosted and who owns that account
- Whether testing is included and how tests are judged
- What ongoing edits cost, if anything, after launch
- What you receive at handover
Cost is usually driven by the number of pages, how much copy needs writing from scratch, the form and CRM connections, and whether ongoing testing is part of the work. A quote request can describe your campaigns so a service partner can scope it.
Questions about landing pages and forms
Do I need a separate landing page if I already have a website?
Not always. If your site already has a focused page for the service you advertise, with a clear form and fast loading on phones, it may work as is. A separate page helps when ads point at a home page with many paths, or when different campaigns need different offers.
Who writes the consent wording on the form?
You do, with your own counsel. If your team will call or text people who submit the form, the advertiser is responsible for the consent language and for keeping records. A provider places the wording you approve beside the submit button and links your privacy policy.
How long should a page test run?
Long enough to cover normal weekly patterns and to collect enough submissions on both versions to compare them. On small accounts that can take a while, and sometimes there is not enough traffic for a formal test at all. In that case changes are made one at a time and watched over a longer period.
Tell us what you sell and which channels you want to run. A service partner will reply with a scope and a quote.
Request a quoteOther services
Search campaigns
Keywords grouped by intent, ads written for each group, and tracking that shows which searches turned into inquiries.
Paid social campaigns
Meta and LinkedIn ads with defined audiences, rotating creative, lead forms and tracking, all in ad accounts you own.
Follow-up setup
Alerts, tasks and simple follow-up sequences in your CRM, so new inquiries are answered by the right person.