Landing Page Form Builder: Tips on Making Lead-Generating Forms

How can you make the best landing page work for you? Forms! Learn how to create a great form that will bring in leads like never before.

Kate Neuer
July 21, 2022

You need to teach visitors about your brand, collect info from your customers, and—most importantly—bring in conversions. 

In this article, you’ll learn the benefits of landing page forms and what goes into a good one. Then, you’ll see five examples of forms to use on your own landing pages.


Table of Contents

How Landing Page Forms Improve Website Traffic 

How do landing page forms bring in traffic to your website? They bring in visitors generally after they submit information on the form and redirect those visitors (now leads) to a site on your website. The forms are very important in a landing page. Landing page forms boost conversions through:

  • User-friendliness: For visitors, filling out an online form beats calling or emailing you because it takes less time and effort. Plus, they’ll know exactly what info to give you.
  • Versatility: Online forms solve many business challenges, like getting customer feedback and generating leads. 
  • Device adaptability: It’s easy to adapt an online form to mobile landing pages. With so many folks using mobile devices to explore the internet, your tools have to fit the format. This means the form design should be able to fit on both a desktop computer mode, mobile phone, and tablet. 

The best way a landing page can improve traffic to your website is to easily integrate your site with your landing pages that may be deployed in multiple depths of the internet, such as a social media channel. You can do this faster and easier by having the same platform manage your landing page and website. Make your landing page(s) and website with TruVISIBILITY for free.


How Landing Pages Play a Part in Marketing

The main point of landing pages is to collect data and hopefully enough of a lead's personal information to continue to text, email, or send custom messages via social media to alert them of sales or any other marketing campaign at the moment.

But a conversation won’t go well if someone asks you all their questions at once, right? What if they drag the conversation on for longer than they should? The same rules apply to online forms.

The best online forms ask questions a little bit at a time. We suggest asking one question at a time to create a less overwhelming and more focused experience for your visitors.

They also don’t go for longer than they should. Over 27% of form users will abandon a form if it’s too long. Think about how much info you really need from your visitors to achieve your goal.

Different Forms for Each Kind of Business

Whether you have an e-commerce business with an online store and brick and mortar store, or if you offer contractual services, these forms will work for your business. Also note that these landing pages can work well for social media as well.

"Contact Us" Form

The “contact us” form is one of the most classic forms you’ll see on a landing page. It asks the visitor for basic contact info like their name and email and offers a field where they can write a message.

This form’s a staple for good reason. It reduces friction by letting visitors contact you right on your website—no extra steps needed. When you share your contact form upfront on your landing page, you’ll help your brand look authentic and open.


Lead Generation Form

A whopping 84% of marketers use online forms for lead generation, capturing contact info to use as a lead in the sales funnel.

With landing pages, most lead generation landing pages have a lead magnet (a resource that visitors can download in exchange for entering their contact info in a form). But, they can also take unconventional formats like quizzes that send their results to the email the visitor gives.

Lead generation forms keep businesses sustainable by adding new prospects to the sales funnel. They make the process seamless by converting the visitor’s info into a format you can send to your CRM or another sales software.


Courtesy of ebouncex

Customer Feedback Form

Not all landing pages are hyper-focused on sales. Some of them have softer asks, like requesting feedback from customers. A customer feedback form asks questions about the visitor’s thoughts about a business and their preferences for future features.

The info you get from a customer feedback form is business gold. After all, where else are you going to get optimization tips straight from your audience?

Plus, delegating your customer feedback process to a form creates a lighter lift for your visitors. Instead of getting in touch with you directly, they can fill out the form at their leisure. As a result, they’ll have a higher chance of giving their thoughts in the first place.

Since forms have different answer formats like scales, ratings, and multiple-choice, they make it a snap for customers to express their opinions. 


Order Something Online

Not all items for sale online go into a virtual cart. Custom and bulk orders need a little extra TLC in the ordering process. An online order form captures all of a customer’s specs and takes their payment so you can get your orders right every time.

Like online quote forms, online ordering forms make a complicated part of business seamless. They ease the conversion process by simplifying it for your customers—and who’s not a fan of that? Small businesses especially like online ordering forms since they add a professional touch with little effort.

Since online order forms are customizable, they can handle a lot of the quirks of running custom orders.


Courtesy of Zylker Florists

Online Quote

When you run a service-based or bespoke business, you usually can’t tell a customer their price right off the bat. You need more information from them to quote the right number. An online quote form does the hard work for you, collecting your customer’s specs and giving them an estimate.

Both you and your customer will benefit from an online quote form. The users get transparent pricing so they don’t have sticker shock, while you don’t have to worry about them bouncing because of unexpected costs. And if someone leaves because of the estimate they get from your form, you’ll have screened out a lead that wasn’t a great fit anyway.

To get only qualified leads from your online quote form, keep it real and ask if the visitor would like to proceed with the order after receiving the quote.


How to Create a Landing Page Form

There are a few things you should always trust are part of every good marketing landing page:

  • A company logo

This is more important for people to remember your brand and trust your company is professional and legitimate. Leads will go to landing pages if they recognize your logo they may have seen from another ad somewhere (on social media, for example). 

  • A compelling offer to visitors

The first text on your landing page should be a short sentence that clearly states what you are offering leads. "Sign up for a free e-book." "Find out your quiz results now." If you just want people to subscribe to your newsletter, this should be in the copy of your landing page.

But remember that there shouldn't be too much copy/ text because people generally don't go to a site to read for an hour.

  • A conversion rate-optimized layout

This varies from platform to platform. The templates most apps offer in their form design are optimized for high conversion rates and can be trusted to bring in more potential customers.

  • A call-to-action

This is arguably the main thing you cannot forget. A call-to-action (CTA) button is much more efficient than a hyperlinked text. People are more likely to see a button to submit their information. You cannot assume your leads will catch on to just hitting 'Enter' or any other key. 

The CTA button should also clearly state what the lead is submitting or doing. The text on a good button can be simple, such as "Submit", "Subscribe", "Sign Up", etc.

  • A form for visitors to submit their email or other information to access the offer

The form should have a few basic things, such as:

    • Clear fields for the lead to enter their name (first or last or both)
    • A field for email input
    • A field for option phone number
    • ONE extra field, which can be a text box for a lead to openly text a response to a question or comment

These are the basics of a good landing page and landing page form. However, these can vary depending on what your business needs from leads. Perhaps you need a home address or information about a lead's workplace or job. Possibilities are endless, but never forget the basics you need to later communicate with them.

What to Look for in a Landing Page Builder App

Before we go over the step of choosing a landing page software to help make the best custom forms for you business, let's see what you should look for in a landing page builder. If the builder app has these qualities, it is certain to have the ability to customize your form users will be happy to fill out. 

Ease of Use - Building a landing page should be a relatively painless process. While some tools on this list are more intuitive than others, overall they are fairly simple.

Customized Options - Your landing page needs to match your brand, and these types of builders should offer lots of options to personalize, change fonts and colors, upload your own content and images, and much more.

Built-In Analytics - You’ll want to track your data to measure success and make changes for future campaigns. These builders will all have analytics tools available.

Other Marketing Integrations - This is the last thing you want to see in a landing page app, but it's also the most important if you want to widen your marketing tactics. A good landing page builder makes it simple to incorporate your landing page into whatever channel or channels your campaign is active on. This could be through built-in tools or integrations with common third-party marketing tools. Think Facebook, LinkedIn, another site of yours, etc. 

Remember: you should not have to understand code to build a landing page with the type of form you want. If you know code, choose software like Salesforce or make your own landing page and form from WPForms. They may not seem like complicated to navigate and create pages from, but every good landing page builder will give its users guidance, such as a tutorial. 

If you are newer to marketing in general, you will want templates as well that are optimized for high conversions. If there are no templates available, it is harder to work on your first landing page. 

Landing Page Form Software That's Free

Let's go over the best of the best when it comes to landing page builder forms. We'll go over the tools each software offers and how each software performs for general website building as well. Mainly because ads on your landing page isn't cute (unless you really want or need them), and the integration of someone's website with their landing page is important. 

So, you'll want to consider these for website building too. If price is a concern for you and your business, note that all of these do have a free trial or offer a free account to start until your business starts growing larger than you ever imagined.


First of all, the apps offered in the software can so easily be integrated with each other. Want the same email app associated with your landing page to record data, send automated messages, etc.? No problem! TruVISIBILITY's platform brings in so many conversions for its customers and clients that people often add on the free account to have a chatbot and SMS messaging as well for all their marketing needs. 

The templates they have are all tested for high conversions as well. This includes the fields in each form template available to even the people who are on their free plan. Their website and landing page creation is similar to Wordpress and can even be integrated with Wordpress. 

Check out the landing page templates, which is easier than getting WPForms to build a form inside Wordpress (a complicated step). Their templates already have every form you can think of with all the fields you could ever need. And if you need to add more fields, its form builder has the tools and widgets to do everything like add background images or take clients back to another page on your website.

[truvis tempate]


Some have compared Wix to Hubspot. Personally, we believed Salesforce is a bit more similar in terms of how the software was built. Either way, Wix is not the best for marketing since everyone and their families are using Wix to make a website for marketing purposes.

Integration of an email app with Wix is a bit more complicated as well. However, Wix also integrates with virtually every major marketing tool, including MailChimp, Hubspot, and Facebook and Google Ad platforms and analytics. 

The free plan is pretty robust, with access to all the integrations and analytics you might need. However, you’ll be stuck with a Wix subdomain and Wix branding on your page if you stay on the free plan, which is important to consider. Now you know why almost everyone uses Wix - but your domain will not seem professional for customers who want to trust your business and give out personal information.

It should be noted that you can design your email segment and social media segments with Wix, but you will have to integrate them with whatever platform you are using to send and receive emails for marketing purposes.


Oddly enought, Squarespace is like Wix in the fact that a ton of people generally use it for marketing purposes but don't understand fully how the software works or can benefit them the most. A lot of influencers and entertainment figures use Squarespace as a their main website and landing page software.

Squarespace is a general website builder that’s known for its stunning designs, and you can take advantage of those for landing pages too. It has a selection of landing page templates, which are usually called “Launch” or “Cover” pages within the tool.

It’s easy to customize each page and give it a unique identity. All while maintaining a visual consistency thanks to the grid editor. The grid editor lets you add and edit new sections from a “grid,” including sections for contact, newsletter sign-up, and pricing.


Like most dedicated landing page builders (particularly Mailchimp in this case), Leadpages has a huge selection of integrations, ranging from analytics to email marketing to scheduling posts and campaigns. There are tons of options in every category, so you’re highly likely to find what you need.

Additionally, you’ll get detailed analytics to track the success of your campaign and the ability to A/B split test landing page variations to ensure you’re using the best possible layout and content.

Another feature is lead magnets, where you can attach files or links to certain landing pages so visitors who complete your form or take another action can immediately access whatever it is you’re offering.

The only major drawback of Leadpages is that it can be slow to load at times, whether you're creating the landing page or trying to deploy it, the process can be slow.


To start building your landing page on Instapage, you choose a template from a huge list that’s categorized by use case, such as app download or newsletter sign-up.

These templates are designed with conversion rate for that specific goal in mind, so it’s a really useful way to get the most effective landing page for your needs. From there, you can customize your template with plenty of widget options in dozens of categories - which isn't unlike most other tools platforms offer.

A major downside of Instapage is that it's customer support seems to take a long time to respond, whether you email or call them directly. Expect any issue you have (like losing progress on your landing page creation!) to take on average 4 days to resolve.

Back to You

Whether you are worried about the management of a landing page or just wondered which actions to take to make a good form to direct visitors to your site, we trust this guide on landing page forms helped ease any concern about form design and answered questions you may have about a landing page form builder. 

Now that you know how to navigate the fields and widgets to build a form, check out a free software platform to deploy your landing page. Your marketing efforts will be rewarded sooner than you think!

Want more tools and custom settings for not only your site but landing pages and email integration? Click below to sign up for one of the best all-in-one apps that you can personalize to your heart's desire or simply view a demo of TruVISIBILITY's platform.