Web forms that actually convert

Many firm web forms ask for too much at first contact: the full story, the employer's name, dates, documents. People abandon them halfway, and the ones who finish are not always the ones you want.

What the first form needs

• A name
• A way to reach them, and permission to use it
• The practice area, or what happened in a sentence
• Enough to tell whether the matter is in scope

Everything else belongs in the conversation that follows, where someone can ask one question at a time.

The handoff matters more than the form

A short form only works if something happens right after it is submitted. The confirmation, the first text or email, and the booking link should run as one sequence, with a named owner for the next step.

Check yours: submit your own form tonight and note what happens, and when.