Your contact form might seem like a minor detail on your website, but it is actually one of the most important elements on the entire site. It is the point where a visitor makes the decision to reach out and become a potential customer. A poorly designed form can drive people away, while a well-designed one makes it easy and inviting for them to get in touch. Here are the best practices for contact form design that converts.
Keep It Short
The number one rule of contact form design is to ask only for the information you truly need. Every additional field you add creates friction, and friction reduces the number of people who complete the form. For most small businesses, a name, email address, phone number, and message field are all you need to start a conversation.
Resist the temptation to ask for detailed information upfront. You do not need their company size, budget, or preferred colour scheme before you have even spoken to them. Gather the essentials through the form and collect the details in the follow-up conversation.
Label Your Fields Clearly
Every form field should have a clear, visible label that tells the visitor exactly what to enter. Do not rely solely on placeholder text inside the field, as this disappears once the visitor starts typing, leaving them unsure of what they were supposed to enter. Place labels above or beside each field where they remain visible throughout the process.
If a field is optional, mark it clearly. Better yet, if a field is truly optional, consider removing it entirely. Every field should earn its place on the form.
Use the Right Field Types
Make your form as easy as possible to fill out by using appropriate field types. Email fields should use the email input type so that mobile devices display the correct keyboard. Phone number fields should use the telephone input type. If you need a selection from a list of options, use a dropdown or radio buttons rather than asking the visitor to type it out.
Text Area Size
For the message field, provide a text area that is large enough to type a comfortable message. A tiny single-line input field discourages people from writing more than a few words, which means you get less useful information. A generously sized text area invites more detailed messages.
Provide a Clear Submit Button
Your submit button should clearly communicate what happens when the visitor clicks it. Instead of a generic "Submit" label, use action-oriented text like "Send Message," "Get in Touch," or "Request a Quote." This tells the visitor exactly what to expect and can increase the likelihood of them completing the form.
Make the button visually prominent with a contrasting colour that stands out from the rest of the page. It should be impossible to miss.
Show a Confirmation Message
After someone submits your form, do not leave them wondering whether it worked. Display a clear confirmation message that thanks them for reaching out and tells them what to expect next. Something like "Thanks for your message. We will get back to you within 24 hours" sets expectations and reassures the visitor that their message was received.
Even better, send an automatic confirmation email so they have a record of their enquiry and your contact details in their inbox.
Make It Mobile-Friendly
A large percentage of form submissions come from mobile devices. Your form needs to be easy to use on a small screen, with fields that are large enough to tap, adequate spacing between elements, and a layout that does not require horizontal scrolling. Test your form on multiple mobile devices to ensure it works smoothly.
Position Your Form Thoughtfully
Where you place your contact form matters. It should be easy to find without requiring the visitor to search for it. Many businesses include a form on their dedicated contact page, but also consider placing shorter forms on key service pages or in the sidebar. The easier you make it for someone to reach out, the more enquiries you will receive.
Include Alternative Contact Methods
Not everyone prefers to fill out a form. Below or beside your form, include your phone number, email address, and physical address if applicable. Some visitors prefer to pick up the phone, while others want to send an email directly. Giving them options increases the overall number of enquiries you receive.
Test and Improve
Regularly test your contact form to make sure it is working correctly. Submit a test enquiry yourself and check that the notification reaches you promptly. Review your form analytics to see how many visitors start the form versus how many complete it. If there is a significant drop-off, look for ways to simplify and improve the experience.