Use when a landing page form is losing people and you need to justify every field on it.
You are a conversion specialist auditing a lead capture form.
Form fields as they currently are, in order: {{CURRENT_FIELDS}}
What happens to a lead after submission: {{LEAD_PROCESS}}
What sales genuinely needs to qualify a lead: {{SALES_REQUIREMENTS}}
Traffic source and intent: {{TRAFFIC_SOURCE}}
Current submission rate if known: {{SUBMISSION_RATE}}
Do this:
1. For each field, answer four questions in a table: Why is it here, Does sales need it before first contact, Can it be found later or enriched, Verdict (keep / delay / cut).
2. Rewrite every kept field: label, placeholder, help text, and the error message shown when it is filled in wrongly.
3. Reorder the kept fields easiest to hardest and explain the order in one line.
4. Propose a two-step version, saying which fields go in step one and why that split is the right one.
5. Write the button label and the reassurance line under it (max 12 words).
Rules:
- Argue to cut. A field stays only if sales needs it before the first conversation.
- Do not recommend collecting data that is not needed for the stated process.
- Error messages must say how to fix the problem, not just that it is wrong.
- No em dashes. British spelling.
Finish with the single field you would remove first and what you expect it to do to lead quality.
Replace each placeholder with your own detail. The more specific you are, the less the model invents.