A lead capture form should ask only for what your team needs to make the first call: usually name, phone and a short description of what the person wants. Every extra required field gives some visitors a reason to leave, so add a field only when you can name how it changes your first conversation.
The core fields
| Field | Keep? | Notes |
|---|---|---|
| Name | Yes | One field is enough |
| Phone or WhatsApp | Usually | The best channel for many Indian buyers |
| Depends | Needed if you send proposals by email | |
| What they want | Yes | A short text box or a choice list |
| Company | For B2B | Helps you prioritise |
| Budget | Sometimes | Useful for qualifying, but can put people off |
| Timeline | Sometimes | Helps with prioritisation |
Questions to ask about each field
- Will we use it on the first call? If not, drop it.
- Can we find it another way? Company website or location can often be looked up.
- Will it make people hesitate? Budget and phone often do. Explain why you ask.
Required or optional
Make a field required only if you cannot proceed without it. Mark the rest optional or remove them. Use clear labels and helpful placeholders, and validate inputs in a friendly way, for example checking that a phone number has the right length.
Business examples
- Service business: name, phone, what do you need.
- B2B software: name, work email, company, what problem you want to solve.
- Real estate: name, phone, which project, preferred visit time.
- Export or trade: name, company, product, quantity, destination.
Reduce friction
- Allow WhatsApp as an alternative to the form.
- Explain what happens next ("We will call you within one business day").
- Keep the form above the fold on contact pages.
- Test on a phone first, since most visitors use one.
If a longer form is necessary, consider a multi-step form. For B2B, read whether to block Gmail on lead forms.