About the Project

The contact form is another touch point for potential clients to get to know and interact with your brand. We wanted to use the contact form as a way to get to know the client and better screen for ideal clients vs tire kickers, which is a waste of everyone's time.

Challenge

No one likes to fill out forms but we used the contact form as an opportunity to inform, subtly educate, entertain, and screen potential clients.

Solution

Most contact forms are short and ask for the bare minimum of information out of fear that people won't fill them out otherwise.

In this business, tire kickers and time wasters abound. To minimize these kinds of inquiries, we ask for more information about their event as well as get an idea of what they are looking for and their motivation to book their event.

In order to increase engagement, we use humor while subtly educating the consumer.

And to not overwhelm the potential client, there is conditional logic to show or hide relevant fields.

Results

This contact form generates more qualified leads. Colder leads are also more likely to convert to clients because they've engaged with the brand via the contact form, as well as via the following correspondences via email.

Below is a comment from an actual inquiry submission:

You know you're doing something right when a marketer contacts you to tell you to give your marketing person a raise!

Who says no one cares about your contact form?

Even the smallest, seemingly insignificant details like the wording of a contact form can have a big impact. Make sure your brand voice is consistent in every interaction.