Ask an MSP ExpertQ: We’re currently expanding our services at my MSP, and with the new changes, we want to run some campaigns to direct more traffic to our website. Currently, we use forms on our website, but we’re having trouble with them. Quite a few people have clicked on the link to fill out the form, but very few have completed it. How do I get more people to fill out the form? I want to get this right before we start trying to drive more traffic to the site.

Congratulations on expanding your services at your MSP! Running marketing campaigns will definitely help generate buzz around your new services and uncover potential opportunities. We know that finding interested prospects is vital to a successful campaign. It’s even better when prospects visit your website looking for more information about your company and then fill out a form. This gives them an opportunity to reach out easily and let you know they want to learn more.

To get you the best advice on creating forms, we consulted Sarah Duffy,the senior manager of demand generation at Intronis MSP Solutions. Sarah organizes the website by keeping our content up-to-date, ensuring ease of navigation, and using forms to capture leads. Here are her tips on how to use form fills to generate more leads:

Why you should use form fills on your MSP website

form fillForms are an easy and efficient way to identify perspective clients and keep your pipeline full. A customer will be motivated to fill out a form when they want or need something, but their reasons can vary. It could be that they’re unhappy with their current provider, are looking to cut down on IT costs, or they’re growing their small business and need someone to manage their IT. The bottom line is they’re looking for someone to manage their IT services, and having a form gives you the opportunity to capture that they’ve visited your site, creating a new inbound lead for your company.

There are a number of benefits to using forms:

-Forms have low overhead and cost almost nothing to make (besides paying someone to set it up on your website). This enables you to capture leads at little to no cost, which translates into a great ROI (return on investment).

-People who fill out a form will be ‘hot’ inbound leads for your sales team. They’re looking for more information right now.

-Forms can draw prospects further into your website. In exchange for their information, point customers to other resources and valuable content available on your site, such as e-books or white papers. This gives customers a great incentive to fill out a form.

-Forms can also be easily integrated with CRM tools to help get inbound leads to your sales team faster.

Once you are comfortable with using forms, you can also use more advanced tools such as MailerMailer from Raj Khera, which can be integrated with your CRM platform. When customers register through the form, the CRM tool adds them to the mailer, and you can use this to keep them updated about IT trends.

Making an effective form

An effective form is clean, easy to read, and looks professional. Here are some best practices to follow when creating a form:

-Keep it readable. The font should be legible and sized around 14 to 16 pixels.

-Optimize for mobile. Make sure your form can be filled out on any device. This allows the customer to fill out the form when it’s convenient instead of trying to remember to go back to the site later on a different device.

-Minimize clicks. Can customers find your form? Often, a CTA on a piece of content will point the customer to the form as a way to learn more information. If you’re trying to get people to click on a CTA to fill out the form, use clear messaging and make it easy to find. The more times your customer has to click, the more likely they are to give up on filling out a form. So, make sure your form can be accessed without going through too many pages.

-Keep it short, but don’t skimp on the basics. The bare minimum for a good form should be first name, last name, email, phone (optional), company name, and an optional comments field. For best results, keep your form under five fields.

-Ask qualifying questions when necessary. On forms related to a specific service, such as your Microsoft Office 365offering, make sure you’re adding questions to the form that gather information about the customer and their needs. This will help you to know what to expect when you contact them. For example,  you could ask, “How many people are you migrating to Office365?” Don’t use any more than three qualifying questions, though, or your form becomes too long.


You also need to be sure there aren’t any errors on your form. To avoid this, test frequently to make sure the form is working properly, and watch for red flags. If you normally see one or two leads come through each day and that suddenly stops, it’s possible that your form is broken or that your tools for submission aren’t set up properly. If your form is broken, you could be losing leads, with information disappearing in a black hole instead of being captured.

Following Sarah’s tips will help you create more effective forms and generate leads without putting in much work. Taking the time to improve your forms now will help you make the most of the campaigns you’re planning to use to drive more traffic to your site — and ultimately sell more managed services.

Ask an MSP Expert is a weekly advice column answering common questions from MSPs and IT service providers. It covers topics ranging from pricing and selling to marketing and communications—and everything in between. 

Lauren Beliveau

Posted by Lauren Beliveau

Lauren is a Senior Content Marketing Specialist at Barracuda MSP. In this position, she creates and develops content that helps managed service providers grow their business. She also regularly writes The MSP’s Bookshelf and our Ask an MSP Expert column.

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