Study first
Review the ideas behind the questions
Review the form copy choices that make a content signup easier to complete. Focus on asking only useful questions, making fields clear, and helping people recover from errors.
Ask only what you need
Every field in a content form creates work for the reader. Start by checking why the team needs each answer and what will happen after submission.
- Only ask for a field when the team knows why the information is needed and what it will do with the answer.
- A question protocol helps challenge unnecessary form questions before the interface is built.
- Start with one thing per page, and merge pages only when research supports it.
In Practice
Remove curiosity fields
If a webinar form asks for favorite podcasts but the team will not use the answer, cut that field before writing polished microcopy.
Split confusing decisions
A crowded content request form can be easier when separate decisions appear on separate pages, especially on mobile.
Common mistakes
Trying to fix a bloated gated-content form only by making labels shorter.
First remove or justify fields, then edit the remaining labels and hints.
Q&A
What should a marketer check before adding a form field?
Check whether the team needs the information, why it needs it, and what will happen with the answer.
When can several form questions share one page?
They can be merged when user research supports that choice for the people completing the form.
Make fields understandable
Labels and hints do the everyday work of helping readers understand what to enter. Placeholders cannot replace clear labels.
- Text inputs need labels, and in most cases the label should be visible.
- Labels should sit above the input and be short, direct, sentence case, and without colons.
- Placeholder text should not replace labels, hints, or examples.
In Practice
Use a real label for email
A placeholder like Work email disappears as people type, so the email field still needs a visible label.
Keep hints brief
Hint text should help most readers complete the field, not explain a separate offer or send people to another page.
Common mistakes
Using placeholder text as the only instruction for a report download email field.
Write a visible label above the input and use hint text only when most readers need extra help.
Q&A
Can placeholder text replace a visible label?
No. It can disappear while someone types, so the field still needs a label.
Where should the label sit for a short text input?
Above the input, with short and direct wording.
Help people choose and recover
Choice controls and error messages should reduce doubt. The form should make the expected action clear without wiping out the reader's work.
- Use radios when users can select only one option from a list.
- Use checkboxes when users can select one or more options from a list.
- Error messages should explain what happened and how to fix it in plain English.
In Practice
Do not preselect a radio
A preselected product-interest radio can make readers submit the wrong answer, so the form should leave the choice to them.
Keep entered answers
When a form error appears, keep both passing and failing answers so readers can edit instead of starting over.
Common mistakes
Writing a vague error like Invalid input under a content signup field.
Say what happened and how to fix it, using plain language tied to the field label.
Q&A
Should a one-choice question use checkboxes?
No. Use radios when users can select only one option.
What should happen to completed fields after an error?
Keep the answers on the page so the reader can see and edit them.