For many Australian small businesses, your website’s contact form is the final hurdle between a casual browser and a paying customer. If your form is clunky, invasive, or confusing, you are effectively throwing away marketing dollars by letting potential leads slip through the cracks at the very last second.
Optimising your form fields isn't just about making them look pretty; it’s about reducing "cognitive friction"—the mental effort required for a user to complete a task. By following this guide, you’ll learn how to streamline your data collection to ensure more Brisbane locals hit that 'Submit' button.
Prerequisites
Before you start, ensure you have:- Access to your website’s backend (WordPress, Shopify, Squarespace, etc.).
- A tool to track form submissions (like Google Analytics 4).
- A clear understanding of the minimum information you actually need to service a lead.
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Step 1: Audit Your Current Fields
Start by looking at your existing form. Ask yourself: "Do I really need this information right now?" For example, if you are a local plumber, do you need their full street address just to give a rough quote over the phone? Probably not. What you should see: Open your website on a mobile device. If you have to scroll more than twice to see the end of the form, it’s likely too long.Step 2: Implement Single-Column Layouts
Research consistently shows that single-column forms are faster to complete. When fields are side-by-side, the user’s eyes have to move in a Z-pattern, which increases the time it takes to process the form. Action: Reorganise your form so that every field sits directly underneath the previous one. This creates a clear, vertical path to completion.Step 3: Use Top-Aligned Labels
Place your field labels (e.g., "First Name") above the input box rather than to the left. Top-aligned labels work best for mobile responsiveness and allow users to scan the form quickly. Avoid using only "placeholder text" (text inside the box) as it disappears when the user starts typing, causing them to lose context.Step 4: Group Related Information
If you must have a longer form (for example, a detailed booking request), group related fields together. Use subheadings like "Your Details" and "Project Requirements." Pro Tip: This creates logical breaks in the user’s mind, making a 10-field form feel like two small 5-field tasks.Step 5: Enable Browser Autocomplete
Most modern browsers (Chrome, Safari) store user data like names, emails, and phone numbers. Ensure your form fields use the correct HTML attributes (liketype="email" or autocomplete="tel"). This allows users to fill your entire form with a single click.
Step 6: Use Inline Validation
There is nothing more frustrating than hitting submit only for the page to reload with five red error messages at the top. Use "inline validation"—this provides a green tick or a helpful message as soon as the user finishes typing in a specific field. What you should see: A small green tick appearing next to the email field once a valid email format (e.g., name@gmail.com) is entered.Step 7: Optimise for Mobile Keyboards
Ensure your form tells the user's phone which keyboard to show. If a user clicks the "Phone Number" field, the number pad should automatically appear. If they click "Email," the keyboard should include the "@" symbol prominently.Step 8: Ditch the CAPTCHA if Possible
Those "I am not a robot" images of traffic lights and buses are conversion killers. They are frustrating and often inaccessible. Instead, use a "Honeypot" method (a hidden field that only bots fill out) or Google reCAPTCHA v3, which runs invisibly in the background without bothering your customers.Step 9: Make the CTA Button Descriptive
Standard buttons say "Submit" or "Send." High-converting buttons say something specific to the value the user receives. Try "Get My Free Quote," "Book My Inspection," or "Download the Guide." Warning: Avoid using light-coloured buttons that blend into the background. Use a high-contrast colour like a bold blue or orange that stands out against your website's theme.Step 10: Add a Privacy Assurance
In Australia, privacy is a significant concern. Adding a small line of text near the submit button saying, "We value your privacy and will never spam you," can increase trust significantly. Ensure you link to your Privacy Policy to remain compliant with Australian privacy laws.Step 11: Set Up an Instant Thank You Page
Once the user submits, don't just show a small text message. Redirect them to a dedicated "Thank You" page. This confirms the submission was successful and gives you a chance to offer further value (like a link to your recent blog posts or a video introducing your team).---
Common Mistakes to Avoid
- Asking for a Phone Number unnecessarily: Many users are "phone shy" and will abandon a form if a mobile number is a required field. Make it optional unless it’s vital.
- Using a "Reset" button: There is almost no reason for a "Clear Form" button in 2024. Users often click it by accident and lose all their progress.
- Too much friction on the first step: If using a multi-step form, make the first step incredibly easy (e.g., just asking for their suburb or service type).
Troubleshooting
- Form not sending emails: Check if your website has an SMTP plugin configured. Sometimes Australian hosting providers block default PHP mail to prevent spam.
- High abandonment on mobile: Check if your "Submit" button is too small. It should be at least 44x44 pixels to be easily clickable by a thumb.
- Fields looking wonky on iPhones: Ensure you haven't set the font size of your input fields to less than 16px. If you do, iOS will automatically zoom in when a user taps the field, which breaks the layout.
Next Steps
Now that your form is optimised, the next step is to track how people are using it. Set up "Form Submission" events in Google Analytics 4 to see which pages are generating the most leads.If you’re finding that your forms still aren't performing or you’d like a professional eye to review your website’s conversion rate, the team at Local Marketing Group is here to help. Contact us today for a comprehensive website audit.