As Australian SMEs navigate the increasingly competitive digital landscape, maximising lead capture on your website is crucial. A key element of this is form length – finding the balance between gathering enough information to qualify leads and avoiding friction that deters potential customers. There’s no one-size-fits-all answer, but we can guide you towards optimising this critical conversion point.

For years, the trend was towards shorter forms. People are time-poor, and lengthy requests for information can feel intrusive. However, completely stripping forms back to just an email address can result in a flood of unqualified leads – lots of submissions, but few genuine prospects. We’ve seen this firsthand with clients across various industries.

Here are a few insights to help you determine the ideal form length:

• Consider the Conversion Stage: Forms requesting detailed information are better suited for bottom-of-funnel conversions – when someone is actively considering a purchase. Top-of-funnel forms (e.g., for ebook downloads) should ask for minimal details.
• Progressive Profiling: This technique asks for different information each time a lead interacts with a form. It builds a richer profile over time without overwhelming the user initially. It’s particularly effective for repeat visitors.
• Field Type Matters: Multiple-choice questions and dropdowns are less intimidating than open-ended text fields. Reduce cognitive load by offering pre-defined options wherever possible.
• Mobile Optimisation is Non-Negotiable: A long form on a mobile device is a conversion killer. Ensure your forms are responsive and easy to complete on smaller screens.

Generally, we recommend aiming for three to five fields for initial lead capture. This typically includes name, email, and perhaps one qualifying question related to their needs or industry. Don’t ask for information you don’t genuinely need. Continuously analyse your form completion rates and A/B test different variations to identify what works best for your specific audience. Looking ahead, as data privacy concerns continue to grow, transparency about how you’ll use the collected information will become even more important in 2026 and beyond.

Ultimately, the goal is to create a positive user experience that encourages engagement. Start with a shorter form, track your results, and incrementally add fields based on data, not assumptions. Your next step should be to audit your existing forms and identify opportunities for simplification and optimisation.