The 4 Steps for Killer SaaS Marketing Lead Generation: Part 4, Let’s Optimize Forms!

[Note: This is the fourth and final installment in this series. Today we’re going to learn how to optimize forms. If you haven’t read the first three parts, you can do so here, here, and here.]

At this point in the lead generation process, you’ve created your content offer, crafted some nice Calls to Action, and built out a simple, clear, and powerful Landing Page. Now it’s time to optimize Forms!

Forms are of vital importance to your lead gen metrics. You can have everything that comes before it in place and running and still not get the lead if your forms aren’t the best they can be.

Here’s how to do just that.

1. Make Them the Right Length

The key here is to capture all of prospect’s information, and no more. Less is more in this situation. Name, email address, and maybe one or two more pieces of info are probably all you really need.

Some would argue that a good strategy here is to make the form pretty robust by asking for a lot of information, but only requiring the necessary pieces. Here’s an example of that strategy:[/vc_column_text][/vc_column][/vc_row]


I would argue, though, that attention ratio should trump almost everything else. Ask for the info you need and no more. If you’re engaging with your prospect down the line like you should be, you’ll have a bunch of opportunities to get the info you want. For now, just make the opt-in process as quick and seamless as possible.

2. Don’t Use “Submit”

A lot of forms you’ll see use “Submit” as the button text. Yours should not be among these.

Nobody wants to “Submit” something. It sounds like you’re turning in a test. Or a urine sample. Or bowing before the king of the alien race that just trashed the White House.

Nobody wants to do that.

Instead, make it direct and instructional. “Download Your Guide,” or “Get Your Free eBook,” are both pretty good examples of what you’re after.

3. Put Your Prospects at Ease

Nobody likes to get spammed. People are far more resistant these days to giving up personal info. Here are a few ways to do that:


4. Make the Form Appear Shorter

Sometimes people aren’t thrilled with filling out a big, long form. So, to counteract that, here’s a workaround:

See how that works?

The key here is to take away as many of your prospect’s excuses for not filling out the form as possible. You want the process to be quick and effortless.



So, there you have it. The four steps for creating killer lead gen campaigns for your SaaS business. You create the Content Offer, craft the Call to Action, build your Landing Page, and then optimize your Forms. Pick your channels—blogging, social media, organic search, nurturing emails, paid advertising, etc.—and then launch it all.

And then you do it again. And again.

The more campaigns you have running, the more leads you’ll get. It’s really that simple.

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