Quick answer: Put a short form or a clear button above the fold when the offer is simple, like a quote or a callback. When people need convincing first, keep a button up top and put the form after the proof. On most pages you want both.
The fold is the bottom edge of the screen before anyone scrolls. Below: what the research shows, which placement fits which offer, how to shorten the form, and how to test it.
What does the research say about the fold?
People look at the top of a page the most, but they do scroll. The usability firm Nielsen Norman Group has tracked this with eye-tracking studies for years, and its dated findings still point the same way.
- In its 2018 eye-tracking study, people spent about 57% of their page-viewing time above the fold and about 74% in the first two screenfuls.
- Its 2015 article on the fold found the 100 pixels just above the fold were viewed 102% more than the 100 pixels just below it.
These studies are years old, and the exact fold changes by device. Treat them as direction, not as a rule. What they tell you is that a call to action far down the page will be seen by fewer people, so it needs a reason to scroll.
Which placement fits your offer?
We recommend deciding by how much a visitor must believe before they will fill in the form. The more they risk, the more proof they want first.
| Your offer | What the visitor risks | Where to put the form |
|---|---|---|
| A callback, quote or booking for a known need, like a plumber or a dentist | Very little | Above the fold |
| A free guide or newsletter | An email address | Above the fold, or right after the first section |
| A consultation or a higher-priced service | Time, and a sales conversation | A button above the fold, the form after your proof |
| A long page explaining something new | Time to understand it | A button up top, the form near the end, and again midway |
Whichever you pick, repeat the action. Someone who reaches the bottom of your page is interested, so do not make them scroll back up to act.
How do you make the form worth filling in?
Placement only gets the form seen. Length and clarity get it finished. Nielsen Norman Group’s form usability recommendations start with keeping it short: remove anything you can collect later, work out another way, or do without.
- Ask only what you need for the next step. For a callback, that is a name and a phone number.
- Label every field. The W3C’s forms tutorial explains how, so that people using screen readers can complete it too.
- Say what happens next. Put it on the button or next to it: “Get my quote” tells people more than “Submit”.
- Check it on a phone. Fill in your own form on your phone. If it is annoying for you, it is annoying for them. Our guide to responsive design explains why this matters.
How do you test placement on your own site?
- Count your form submissions for a normal month, so you have a starting number.
- Change one thing: the position of the form, nothing else.
- Run it for as long again, and avoid holidays or sales, which change the numbers on their own.
- Compare submissions, and also how many turned into real customers.
If your site has the traffic, run both versions at the same time. Our guide to A/B test metrics explains what to measure. Our FAQ template is a good way to add proof above a form.
What do you need to add a form to your site?
A website you can edit, and a form tool that sends submissions to your inbox. If you run WordPress, a form plugin does the job, and our list of essential WordPress plugins is a good place to start.
If you are still building the site, Turbify web hosting includes the free AI Website Builder and a free domain for the first year on eligible .com, .net and .us names. Sending replies from your own address also looks more professional, and Business Mail accounts are included with hosting plans.
Quick answers
Should a lead form always be above the fold?
No. Simple offers do well there. Bigger decisions usually need proof first, so a button up top and the form further down is the safer choice.
How many fields should a lead form have?
As few as your next step allows. We would start with two or three, then add a field only if you truly use the answer.
Is a phone number better than a form?
Offer both if someone can answer the phone. Some customers would rather call, and others want to ask outside your hours.
Your next step
Open your most visited page on your phone. If you cannot see a way to contact you without scrolling, add a button there today.
Get your business online with Turbify hosting: a 99.99% uptime SLA, free SSL, the free AI Website Builder and 24/7 support. See hosting plans.
