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The State of the Web Form (And How to Fix It)

Hey everyone, Kyle at Revel Forms here. Let’s talk about the current state of web forms.

🎵 [Cue music]
Spoiler alert: it hasn’t changed much in the last 20 years.

What to Avoid

Take a look at most website headers — you’ll usually see:

  • A Contact or Talk to Sales button
  • Followed by a generic form: Name, Phone, Email

Users are avoiding these forms at an alarming rate, and the data backs it up:

📉 The average clickthrough rate on a display ad with a “Learn More” CTA is less than 0.5%

Web Form Solution

So what can business owners do?

✅ Reverse engineer the web form.

Instead of designing forms like data-entry fields for a CRM, start asking questions users are actually excited to answer.

Example: Real Estate

Replace your generic homepage video with a Revel Form:

  • Start with a host introducing your company
  • Introduce 3 experts (e.g., commercial buying, residential buying, selling)
  • Let the viewer choose their path and expert
  • Share valuable information about your process and differentiators
  • Only after this do you ask for user info

This builds trust first, and then gathers data.

Ask Exciting Questions

Be intentional with your questions:

❓ “What excites you most about this process?”
❓ “What characteristics are important to you in choosing an agent?”

These questions:

  • Bring joy to the viewer
  • Help remind them why they’re going through the journey
  • Give you meaningful context for personalized follow-up
  • Allow better agent pairing and support

You're not just collecting data — you're creating a memorable experience.

Personalization, Elevated

With Revel Forms:

  • Viewers choose their own path through the video
  • Responses shape their form submission journey
  • Someone who responds “I’m all business” can be routed differently than someone who’s just exploring

Asking the right questions in your lead-gen video is key to increasing video start-to-submission conversions.

For More Information

Need help building personalized video forms?

  • ✅ Multiple choice CTAs
  • ✅ Calendar booking integrations
  • ✅ Full video + form experiences

Reach out to us at Revel Forms — our integration and studio teams are here to help turn your website into your newest competitive advantage.