You're driving traffic to your website. People are interested. But they're not converting into leads. What's going wrong?
Probably this: you're asking for too much, too soon.
Look at your lead capture forms. Are you asking for first name, last name, email, phone number, company name, job title, and how they heard about you? Every field you add dramatically decreases conversion rates.
Research shows that reducing form fields from four to three can increase conversions by 50%.
Here's the thing: you don't need all that information upfront. You just need a way to continue the conversation.
For most businesses, an email address is enough. You can ask for more information later, after you've built trust.
Think of lead generation like dating. You don't propose marriage on the first date. You get a phone number. Then you text. Then you meet for coffee. Then you build from there.
The same applies to business. Lower the barrier to entry. Make it easy to say yes. Once someone's in your ecosystem—reading your emails, engaging with your content—you can gradually learn more about them and move them toward a sale.
Stop trying to capture everything. Start by capturing attention and permission to follow up.
