Web site forms are most underutilized method of web site development. Unfortunately, when they are used it is often with poor results because of fundamental errors in either placement or development.

Forms, when used properly, can help deliver important leads as people seek the information they need. Conversely, forms can be a detriment to your lead generation potential when the process of form development is abused. In fact, in a large percentage of instances, having no form whatsoever is better than having a bad form.

There are general rules that are applicable to the effective use of forms. Similarly, there are some important errors to avoid. The errors that can happen often outweigh the potential benefits of forms so it is vital to understand the basics. Addressing the 5 vital concerns of forms will help increase form response rates which gets the results you need… more contacts and more sales.

1. Don't Use Long Forms Unless Necessary
Nothing scares off a User more than a long, complicated form. You might be surprised, however, at the definition of "too long". You are likely thinking of a form that has more than 15 fields and which requires the User to provide a lot of information.

In fact, the definition of "too long" is a form that requires or indicates to the User that might be forced to fill in more information than the minimum required to complete the task. Essentially, this definition makes a form that gives you more information than the bare minimum needed to address a concern too long. A couple of examples will illustrate this best.

On a contact form, where you are asking the User to fill in a form if they want you to contact them, you require contact information which is likely their name, City and email. This is the bare minimum because you have given them the option to allow you to contact them. You did not say that you would phone them so you should not collect a phone number.

On a payment form, you require the name, address, city, payment information, etc. This is the bare minimum. You do not need their place of work, their interests, etc. because these things are not what is required to complete the job.

2. Don't Use Complicated Forms
Another fatal sin of forms is to make a form that is complicated. Users are unlikely to use forms that are difficult to use. A difficult form does not have to be a long form as a short forms can also be confusing. However, the longer the form the more likely the potential for errors through complication.

A variety of forms are used that require the User to complete different fields in different ways. This is not the problem. The issue arises when different types of fields are intermingled. The User wants simplicity so give it to them.

When you and your webmaster design your forms put similar information requests in the same area. Group click on fields together and group text fields together wherever possible. This gives the User a stronger visual cue as to what is required and also aids in the completion of forms. Tests have shown that Users perform tasks better when those tasks are repetitive for a short time (too long and they get bored). Use this to your advantage by group fields where the User has to think together and the quality of the responses will be better.

3. Don't Force Your Visitor to Use the Forms
The typical User may be reluctant to use forms for a variety of reasons, some of which are discussed here. Despite this, a large percentage of web sites force the use of forms and do not give out an email address to the User in case they don't want to fill in the form. The result, poorer than expected response rates.

Providing an email contact elsewhere on your site is not good enough. The reason is that the User has made a conscious decision to contact you. Now, let's imagine that this User doesn't like using forms and clicks on your "contact me" button. The only thing he/she sees is a contact form and the first response is hesitation. There is now a strong possibility that the User will simply not fill out the information and not contact you because the moment has been lost.

On each and every form that you place on your site there should be an "out" for the client through a readily accessible email contact. The contact address should be in the first paragraph of the page and should indicate to the User that they can contact you via this method as well.

4. Make Your Forms Secure Where Possible
Undoubtedly, security is the issue on the Internet today. People are talking about, listening about it and being lectured about it. The important thing is that they are becoming aware about it and making it an important issue for you to address.

The typical secure form is a payment form where critical information is collected. Most other forms required some level of personal information are not made secure, the rationale being that the information is not system critical. The surprise is that Users see all of their information as critical including their email address.

If you have the ability to, you should make each and every form that asks for personal information such as a name and address secure. Announce the fact in the first paragraph and let the User know that this is a concern of yours. You will likely see your response rates increase.

5. Don't Require The Users First Born Son
This touches on a precious issue about complex forms. However, this refers to forms where the User is required to fill out information without which the form is not processed.

The pivotal issue for Users today is privacy. Addressing this concern through a privacy policy is not good enough because it does little to reassure a User that their information isn't being brokered. In fact, it is likely that this fear will continue to affect Internet development for some time to come because it is a psychological barrier.

When you prepare a form that demands that a User provide personal information you are feeding this fear. Certainly there are times where you need personal information such as during payment. On other forms, all you might need is an email address. Why then you would make it mandatory to collect their phone number? Use your own judgement as a User and apply that to the development of your forms.

Conclusion
Forms are a fantastic way to help the User sort, disseminate and outline information that they require or that you require to provide good service. However, poorly designed and conceptualized forms can have the exact opposite effect by discouraging contact.

The pivotal point to remember is that forms have to be tailored to the individual needs of Users encourages the use of those forms. Too often, web designers and site owners fail to account for the User and create forms that are difficult to use, complex or simply create an air of suspicion. The result is poor form flow and disappointing results.

Ron Thibeault is a retired real estate lawyer and contributing Editor to ThinkRelo.com. His extensive experience in real estate law gives him valuable insight into the needs of clients, realtors and all other players in real estate transactions.