Site Form: Benefits and Best Practices

Put simply, a site form, or web form, is an online page that mimics a paper form, allowing visitors to input data. A site form can contain a group of fields like checkboxes, text boxes, and a submit button. Companies can use a site form for visitors to request more information from the sales team or as a prerequisite to access a piece of content. The information gathered from a site form provides marketing teams with insight into visitors, enabling them to generate leads.

Now, let’s discuss some of the benefits and best practices.


Firstly, the information provided by the user alone is extremely valuable. A name, profession, and email address can be integrated into your CRM software and used for various automated outbound marketing initiatives.

But that’s just the tip of the iceberg. A site form can help track leads, follow up with clients, clarify your buyer personas, improve user experience, and provide your visitors with the information they want.

There are several different site form creators and software that companies can use to build their forms and leverage the data. For example, you can use HubSpot’s Analytics Tools to track:


  • The total number of views of all the pages your forms appear on
  • The total number of submissions
  • The conversion rate of views to submissions


  • Where on the internet your visitors are coming from: referrals, social media, email marketing, or direct traffic

Device Type

  • Analyze your site traffic by visits made on desktop, tablet, and mobile.


  • The geographic locations of your visitors

There are more parameters that HubSpot measures, but that should give you an idea of the scale of data you can leverage using a site form.

Best Practices

If you’re ready to start using a site form here are some quick pointers to optimize your initiative.

  • Be Brief

Don’t test the patience of your visitors. Asking too many questions can feel burdensome and invasive. Your site form should be basic, easy to use, and appealing to the eye.

Research shows that limiting the number of form fields for visitors to complete to four or less can increase conversions by up to 160 per cent. And if you reduce it from four to three, you can boost conversions by another 50 per cent.

  • Be Secure

A good form builder like HubSpot provides extensive and user-friendly customization options for a site form, so you can ensure you’re AODA compliant, for example.

Also, HubSpot’s form builder prevents spam by using an email address validation process. Additionally, users can add a CAPTCHA as a second layer of protection against bots.

We Can Help

As a growth marketing agency, Pulsion deploys several digital tools like a site form along with website design, social selling, and paid advertising campaigns. Our expert team has partnerships and certifications with HubSpot, WordPress, Google, Zoom Info, and more.

If you like to learn more about our data-driven, customer-centric solutions, contact us today by calling 1-866-507-8275 or by visiting