Your ads can be perfect. If the form feels like a visa application, the lead dies. Form UX is simply how asking for details feels — length, labels, errors, and what happens after submit.

Five minutes, six checks

1. Field count. Name, email, message (or phone). Extra fields wait until they are a customer.
2. Labels. “What do you need help with?” beats “Query”. The keyboard should match: email field should open the email keyboard.
3. Required stars. Only mark what you truly need. Fake-required company name loses honest people.
4. Errors. If they skip email, say so next to the field — not a red flash at the top they cannot see.
5. Submit. The button should say “Send message”, not “Submit”. It should not look disabled.
6. After send. A thank-you page or clear sentence. You should receive the email. Test it yourself every month.

Common ways sites kill leads

• CAPTCHA that looks like a puzzle for robots only a human fails.
• Asking for budget, GST, and staff count on first contact.
• No confirmation — people submit twice or assume it failed.
• Form emails going to spam or a dead inbox.

Fix those before you buy another “lead magnet” tool.

Want a 15-minute form check?

Send the contact URL. We will count fields and tell you which two to delete this week.