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the “Contact Us” form that lands a 67% booking rate

Welcome to Informed, a newsletter from the Typeform team. Here, we share our opinions and expertise on topics like marketing, data collection, business tech, and whatever else is top of mind.
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Raise your hand if you’ve ever been personally victimized by a contact form that asked for so many details about who you were, you started to worry about identity fraud. 🙋

Contact forms are an important tool for any marketer. We know. We get a lotta mileage out of our "Contact us" form.

But there are ways to do them well, and ways that will leave both potential clients and your sales team feeling frustrated.

Meg Gowell, our Director of Growth Marketing, knows how to do them well.

This week, we dig into her step-by-step process for streamlining our own contact form—and how she boosted lead-to-opportunity rate 40% as a result.

More below.

WHAT'S INSIDE
📋 How to write forms prospects will actually fill out
🤝 Guides to sales <> marketing collaboration
🤖 Coming soon: Share your thoughts on AI in marketing
✂️ Your turn: What contact form question deserves to get cut?
The strategic form two-step
When you treat contact forms as a catch-all, you send all of your prospects to the same place: a messy, overcrowded hay stack for the sales team to find needles in.

Meg has a simple, two-part thesis for fixing this:

    1. Make forms easier to fill out
    2. Route leads to prioritize sales effort
Here’s how she did this for us at Typeform.
  • Cut questions aggressively
  • Reduce “required” questions
  • Create a logical flow by splitting tracks early
  • Segment responses for our sales team
  • Route high-potential prospects to specific SDRs
  • Don’t forget to make strategic use of the “thank you” page
Today our "Contact us" form is a thing of beauty. (Seriously. You can look for yourself.)

And in the US, 67% of high-potential prospects book sales meetings with us immediately, instead of waiting for an SDR to reach out.

Meg digs into the details of her process in our latest playbook.

WORTH A CLICK
Four stories worth bookmarking:
  • Red Antler’s new CCO on the new era of brand building. (Marketing Brew)
  • Here’s how marketing and sales can work together better. (The CMO)
  • Marketing budgets flatline. RIP that campaign. (Gartner)
  • Imagine me and you, I do. A guide to sales collaboration in 2025.(MeetRecord)
TYPEFORM TOOLKIT
Want to win $500 for sharing your take on AI in marketing? Good. We’ve got the survey (coming soon) for you.

Get Real is the survey where professionals share their take on the trends and tensions shaping modern work. Last time, we covered influencer marketing. This time, it's all about AI in marketing, and you could win one of four gift cards (each worth $500) for taking part.

So, AI in marketing: Optimistic? Over it? Still figuring it out? Follow us on LinkedIn to be first to take the Get Real survey.
QUESTION OF THE WEEK
We’ll share the results in our next issue.
Last time, we asked you: What’s your favorite interview question to get customers talking?
Here’s how you answered:
  • 26% (32 responses) “What’s a common misconception about your industry that you want to clear up?”
  • 25.2% (31 responses) “What was your career journey to get to your position today?”
  • 24.4% (30 responses) “Is there anything we didn’t talk about that you think I should know?”
  • 24.4% (30 responses) “What’s something you had to learn the hard way?”

We live to per-form. Share your thoughts on this week's newsletter here.

Fill you in next time…