7 Tips for Creating Sign-Up Forms that Convert

sign-up form on laptop

November 1, 2022

What does your business website need to increase leads and conversions? A way to sign up or purchase!

Sign-up forms not only increase leads but also help businesses grow their mailing lists and learn more about the people interested in their company. And while they only take a few minutes to set up, they could actually have a much larger role in how well your pages perform.

By the end of this article, you will know how to create an impactful sign-up form and what to include to achieve the greatest results.

How to Create a High-Converting Sign-Up Form

The point of a sign-up form is to provide a way for site visitors to opt into your communications or gain more information about your business. A good form makes the opt-in process simple and increases the number of conversions.

These tips will help you create a sign-up form that gets you closer to your desired result: more leads.

1. Keep It Simple

While you may want to collect as much information about your prospects as possible, long, extensive sign-up forms can be a major deterrent for visitors.

Only collect the information you need, oftentimes name and email are enough. Additionally, cut out unnecessary copy and fields to increase form submissions.

2. Stick to One Column

The best way to provide an easy-to-follow form is to keep it to one column. Two-column sign-up forms may disrupt reading or cause prospects to misinterpret the fields.

The only exception would be if the questions are so closely related that it makes more sense for them to be next to each other. For example, first and last name fields could be placed next to each other.

3. Use a Prominent CTA

You should provide your leads with a clear call-to-action, or “submit” button. The main reason CTA buttons are so important is that they clarify how to submit the form. The CTA button should be wide and bold so it is easy to see and use.

4. Use Inline Form Validation

Inline form validation allows your lead to see when they type in incorrect information as they type it in. For example, you type a zip code with an extra digit and get a little red X next to the field. When you fix the typo, the red X changes to a green checkmark.

Inline form validation ensures that only accurate information is submitted, which saves time for everyone.

5. Make the Value Clear

Whether offering a free trial, product discount, newsletter, or other enticing offers, you should state the value of signing up on (or around) your form. This will get your leads excited and provide them with an incentive to complete all those form fields.

6. Style Your Form

Did you know that 38% of people will leave a website if the content and layout are visually unattractive or unpleasant?

People care about your sign-up form design too. Make your form look professional and visually appealing while ensuring it matches your branding.

7. Avoid CAPTCHAs When Possible

CAPTCHAs are the tests that ask you to enter a code or identify images in a photo before submitting a form. Their purpose is to detect bots and decrease SPAM.  

However, completing these tests is sometimes tricky and leads to frustration. Not to mention, they aren’t as useful as they used to be. 

If you’re worried about SPAM, you can try the reCAPTCHA, which allows leads to check a box that says, “I’m not a robot,” and carry on with their day.


Bonus Tips! Testing and Confirmation

Once you’re done with designing your form and putting it on your website, don’t forget to test it! Nothing is worse than setting up a great form that doesn’t work. Also, include a confirmation message for successful form submissions.

The last step in setting up your form is to tell your visitor what happens next. A common way to do this is by sending your new lead to a “thank you” page or providing an inline message once they submit the form.

Supercharge Your Form Conversion Rate

Sign-up forms are essential for a healthy marketing system to capture leads and feed sales pipelines. However, getting your target audience to share their personal information requires marketing finesse. That's where we come in. 
Book a free discovery call with Sales & Marketing Technologies to transform your sign-up forms into lead-generating machines!
Editor's Note: This post was originally published in October 2018 and has been updated for accuracy and comprehensiveness.  

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