A converting enquiry form doesn’t convince people to contact you, it makes it easy for the right people to do so.
Many websites measure success by the number of submissions they receive. In reality, form performance should be judged by lead quality, not volume. Fewer, clearer enquiries are almost always more valuable than a high number of vague or irrelevant ones.
Good enquiry form design is about intent, structure, and restraint.
The best enquiry forms subtly filter users.
If someone is genuinely interested in your service, they’ll be willing to answer a small number of relevant questions. If they’re browsing, comparing, or price shopping, unnecessary friction often stops them, which is usually a good thing.
High-converting forms don’t ask more questions, they ask better ones.
A short message field that encourages users to explain what they’re actually looking for will tell you far more than multiple dropdowns or generic fields.
One of the most common issues with enquiry forms is redundancy.
Fields like Title, Company size, or unnecessary address details rarely improve enquiry quality. Instead, they increase friction and give users another reason to abandon the form.
Every field should earn its place. If removing a field wouldn’t reduce your ability to respond meaningfully, it probably doesn’t belong on an initial enquiry form.
Forms often feel bolted onto pages because they’re treated as a requirement rather than a tool.
A contact page needs a form, that’s expected. But many service or informational pages don’t. Embedding a full form mid-page can feel intrusive and premature.
A better approach is to trigger forms via clear buttons, opening them only when a user signals intent. This keeps pages clean, reduces visual noise, and improves the quality of submissions by ensuring users actively choose to engage.
Form layout plays a significant role in usability.
Single-column layouts work best for short forms (around 4–5 fields)
Multi-column layouts can improve scanability when more fields are genuinely required
Spacing, alignment, and grouping help users move through a form confidently. A cluttered form suggests complexity — even when the number of fields is reasonable.
Good structure makes forms feel manageable.
High-quality enquiries come from contextual questions.
Rather than generic prompts, encourage users to explain:
These kinds of questions naturally attract users with clear intent and discourage low-effort submissions.
CTA wording shapes behaviour.
Neutral, action-focused phrases like “Send enquiry” or “Get in touch” feel low-pressure and appropriate for first contact. Overly aggressive CTAs can attract the wrong kind of enquiry or create mismatched expectations.
Your CTA should match the seriousness of the interaction you’re inviting.
A form is working when it leads to better conversations, not when submission numbers go up.
Pay attention to:
Most websites over-optimise for submissions and under-think intent. The best enquiry forms quietly do the opposite.
A high-converting enquiry form isn’t designed to persuade everyone, it’s designed to help the right people take action.
When forms are intentional, restrained, and genuinely helpful, conversions improve naturally, without tricks, gimmicks, or unnecessary complexity.
