Nobody likes paperwork. The same goes for long forms. So when you need to ask lots of questions, it's best to do it in multiple steps. Instead of presenting 15 fields to complete on a single page, spread them over more than one step. And, for goodness' sake, start with the easier questions ("What's your name?") before getting to the sensitive ones ("Are you an innie or an outie?").

Choosing one option from a list of five is less taxing than asking each visitor to type their answers manually—and, as a result, it'll lead to more conversions. Not only that, if you're collecting information for reasons beyond lead follow-up, like market research, it also makes crunching this data much easier.

Lead-gen forms gather personal information, which requires a little delicacy. Including a link to your privacy policy will reassure your visitors that their data is safe with you. Its inclusion is also mandated by a number of national and international laws, like GDPR. Don't have a team of lawyers on retainer? There are tons of free privacy policies you can download online. (For instance, this generator made by Shopify.)

When a visitor to your site completes a form, bringing them to a separate thank you page (or a popup) can create new opportunities. It not only lets them know the form has actually been submitted—a step some landing pages forget—it also gives you the opportunity to re-engage them.

For instance, you can ask if they want to sign up for your newsletter or visit another part of your website. Or you can start upselling a trial customer to a premium subscription right away. Or you can even use the opportunity to sweeten the pot with an additional offer. There are tons of post-conversion possibilities.