Lead Generation Unlocked: Turning Clicks into Customers

In the latest instalment of our UX Masterclass Series, Lead Generation Unlocked, our team explored one of the most critical parts of the digital customer journey: web forms.

Whether it’s a quote request, a call-back form, a customer service enquiry or a basket purchase, forms are often the make-or-break moment between a casual visitor and a committed customer. Yet, as our experts revealed, too many businesses still get them wrong.

Here are the key lessons every marketer should take away:

1) Why Form Design Matters

Forms sit at the sharp end of the user journey where intent is high, but so is the potential for drop-off. Poor design, unclear expectations, or unnecessary friction can erode trust and drive prospects straight to competitors.

As Jonny Pears, Mediaworks UX Director, explained:

“When someone fills in a form, they’re at a high point of intent. But perceived risks, like not knowing what happens next or being asked for irrelevant details, can derail the process.”

2) The Most Common Conversion Killers

Lee Dougherty, Design Lead, highlighted the pitfalls that marketers need to avoid:

• Generic messaging – Forms labelled “Contact Us” don’t reflect the user’s journey or intent.

• Unclear expectations – Users want to know what happens after they hit submit: Will they get a quote? When will they hear back?

• Unnecessary fields – Every extra field is extra friction. If it doesn’t add value, remove it.

• Poor labelling – Vague fields like “Message” invite random responses and confuse users.

• Weak CTAs – “Submit” and “Send” don’t inspire action; align your CTAs with user goals.

• Unhelpful validation – Generic error messages frustrate users and cause drop-off.

3) What Works Instead

The session outlined a clear checklist for improving lead generation forms:

• Journey-specific messaging – Tailor form titles and CTAs to the user’s intent (e.g. Request Your Quote).

• Set expectations – Tell users what they’ll receive and when.

• Simplify fields – Only collect what’s essential, and mark optional fields clearly.

• Give guidance – Use examples or bullet points to help users provide the right information.

• Smarter validation – Offer real-time, helpful feedback so users can correct mistakes quickly.

4) Beyond Basics: Longer Forms & Continuous Optimisation

Not every form can be short. Multi-step forms, when designed well, reduce cognitive load by breaking down questions into manageable chunks, mirroring the intuitive steps of e-commerce checkouts.

But optimisation doesn’t stop at design. Tracking tools like Zuko and Hotjar allow marketers to see where users hesitate, edit, or abandon forms, turning insights into action. Coupled with A/B testing, this data-driven approach ensures forms are continuously refined to balance quality and quantity of leads.

As Jonny put it:

“You’ll never have a perfect form - user expectations change too fast. But by testing and learning, you can keep ahead of those shifts and drive better results.”

5) The Key Takeaways

• Keep it simple – Remove unnecessary fields and friction.

• Set expectations – Build trust by being clear about next steps.

• Test and learn – Use data and A/B testing to continuously improve conversion.

This Masterclass reinforced a simple truth: great lead generation doesn’t come from pushing harder at the top of the funnel, it comes from removing the obstacles at the point of conversion.

For more info on lead generation through forms, contact mark.robinson@mediaworks.co.uk