What does your web form tell your prospects?

Web forms are necessary for online lead generation. Or at least so the conventional wisdom goes. But with 80%, 90% or more of visitors leaving when they reach a web form, what is the cost? Is there a better option?

Generally, prospects reach web forms in response to an offer. They raised their hand, they are interested. They may even be a valuable prospect. But then they stop.

The message to marketers: I'm not ready to share my information.

As marketers, are we ready to share our content, that presents our thought leadership or highlights our solutions, without capturing a lead? No, really?

Lets ask the question another way. A prospect walks into your office and asks for information on how to select a solution that meets her requirements. There is a stack of 200 copies of a brief written by your team sitting on your desk. Are you going to say 'no, we won't share that information'? If you do, would you expect her to have a high opinion of the service and support your company would provide?

Not only did you sour her opinion of your service, you lost the shape how she approached the search for a solution. It sounds like a ludicrous decision to make, but it is the decision that marketers make online every day.