ADS & LANDING PAGES

Lead form field audit and rewrite

Use when a landing page form is losing people and you need to justify every field on it.

lead-form-field-audit.md

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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.

Fill in before running

Replace each placeholder with your own detail. The more specific you are, the less the model invents.

{{CURRENT_FIELDS}}
{{LEAD_PROCESS}}
{{SALES_REQUIREMENTS}}
{{TRAFFIC_SOURCE}}
{{SUBMISSION_RATE}}

Getting a better result

Ask sales which fields they actually read before calling - it is usually fewer than the form has.
Phone number is normally the biggest drop; test making it optional before removing it.
Watch lead quality as well as volume for two weeks after cutting a field.

Questions about this prompt

When do I need an audit rather than just shortening the form?

When the form is losing people and every field has someone defending it. Cutting on instinct starts an argument with sales that you tend to lose. This makes each field justify itself against what sales needs before the first conversation, which turns the argument into a list of verdicts you can take into the meeting.

What do I need in front of me?

The fields in their current order, {{LEAD_PROCESS}} describing what happens after submission, and {{SALES_REQUIREMENTS}} taken from asking sales which fields they read before calling. That answer is normally shorter than the form. Add the traffic source, because cold paid traffic will not fill in a form a referral would complete happily.

What does the output give me?

A keep, delay or cut verdict per field with the reasoning, rewritten labels, placeholders, help text and error messages, a reordering easiest to hardest, a two step split and the button copy. The closing answer is the one to act on: the single field to remove first and what it is expected to do to lead quality.

What is the mistake?

Judging the change on submission volume alone. Cutting a qualifying field almost always raises submissions, and the real question is whether the extra leads are worth calling, so watch qualified rate for a fortnight alongside volume. On phone number in particular, make it optional before you remove it, since the requirement is what people refuse.