4 Quick Tips for Optimizing Your Lead Forms for Conversion

How to Optimize Your Insurance Website Lead Form for Conversion

Why Your Website Needs a Lead Form

A lead form is a form your website visitors fill out to request more information about your services. Every website that sells anything should have one.

Why? Almost all buyers (94%) search online before making a purchase decision, and, more importantly, 96% of website visitors aren’t ready to buy.

These visitors need an easy way to contact you. A phone number and email is expected, but a lead form provides an even easier avenue. 

This blog is going to explain how to calculate conversion rate, what rate to shoot for, and how to optimize your form for conversion—what fields to use, where to place your form, what information to ask for, and more.

How to Calculate Conversion Rate on Lead Forms

Conversion rate on a lead form is calculated as: (# of conversions / # of views) * 100

So, if 100 people viewed your lead form and 30 filled it out, your conversion rate is 30%. 

What’s a “good” conversion rate? That depends on a few factors like where your form is located, what its intention is, and so on.

The average landing page conversion rate across all industries is 2.35%, but the best performing ones are at “5.31% or higher”, according to Search Engine Land.

How can you make your lead form’s conversion rate high performing?

How to Optimize Your Lead Form for Conversion

No matter your industry or purpose for your form, there are some best practices to increase conversion rate. 

1. Keep the number of form fields to around 4. 

Depending on your industry and purpose, you might need to ask for more information on your form. 

However, there's significant research out there showing that the fewer fields you use, the better. ImageScape found that dropping their form fields from 11 to 4 contributed to a 120% jump in conversion rates. 

Four fields should give you enough room to ask for first name, last name, email, and phone number. Depending on what you sell, you may also need to ask the visitor what type of coverage they’re interested in.

Bottom line: use as few form fields as possible to increase the likelihood of conversion.

2. Place your form above the fold. 

It’s best to place your form above the fold, or near the top of your website so the visitor sees it immediately. 

“The fold” is the breaking point where a visitor has to begin scrolling down the screen to see more. Information above the fold is seen 102% more than information below the fold. 

Bottom line: Always place your most important information, like your lead form, above the fold.

3. Only ask for necessary information, or make it optional. 

Like we said, 4-5 fields is ideal. However, if there is other information that you’d like to know, make it optional. 

When one site made their field “Phone number” optional, they increased their conversion rate from 42% to 80%

Use other opportunities, like meetings with the prospect, to fill in more information about them.

Bottom line: If you can make certain fields optional, do. You’ll see your conversion rates rise.

4. Make your form responsive. 

This goes for your entire website—there’s nothing worse than searching something on mobile, being interested, and then not being able to easily fill out the form. 

The constant scrolling and zooming in and out will likely frustrate your visitor to the point of leaving your site. 

You can see below the difference between a responsive form and a non-responsive one. The fields and some text are cut off on the non-responsive version, causing the visitor to have to scroll right and left to fully read the questions.


Mobile Responsive Form


Mobile Non-Responsive Form

Bottom line: Make your entire website responsive, but especially your lead forms! Test them out on several devices to ensure ease-of-use.

How to Build a Lead Form

There are several tools available to help you build lead forms, but the most convenient way to manage your lead forms is within your current CRM or agency management system (AMS)

AgencyBloc has a lead form builder that helps you quickly and easily create a lead form and begin using it on your website.

AgencyBloc Insurance Lead Form Builder

Follow up immediately with the help of automation. Once a lead fills out your form, they will appear on your AgencyBloc dashboard as an activity/to-do with the details. 

You can also automate an email to the lead confirming you received their information and will be in touch shortly.

The ability for your website visitors to quickly leave their information with you is vital, and a lead form provides a way for them to do that. 

AgencyBloc makes it easy to build lead forms, implement them on your website, and continually collect and follow up with leads.

Want to see how the lead form builder works? Start a free trial of AgencyBloc to take a peek.

Free Trial of AgencyBloc

Start a free trial to see AgencyBloc Lead Forms in action!

Start a Free Trial

This blog was originally published on 7/7/2016 and updated on 6/25/2019.

Kelsey Rosauer

By Kelsey Rosauer on June 25, 2019 in Lead Generation

Kelsey is the Marketing Brand Specialist at AgencyBloc. She plans and creates educational resources to help our customers organize, automate & grow their insurance agency. Favorite quote: "I am convinced that life is 10% what happens to me and 90% how I react to it." —Charles R. Swindoll  More articles


Get FREE tools and insights from AgencyBloc delivered directly to your inbox.