A Fix for Low Conversions: Separating the Sale from the Paperwork

In the past year, I've consulted with six businesses that handle complex paperwork for their clients - such as travel documents, business registrations, and tax filings etc.

I got involved because they weren't making money from their Google Ads. They were paying Google to send hundreds of people to their sites, but only a handful ever became clients.

Different Services, Same Costly Mistake

The businesses offered different services, but they used the same process: the visitor supplied the required information and then paid by card. Once payment was processed, the business would spring into action.

Each website had a form to collect the information.

All the forms asked a lot of questions. The most recent one I looked at had 43.

Some of the forms were divided into separate screens to make it look easier. Each screen asked a few questions. The only way to progress to the next screen was to answer all the questions on the current screen.

The final step was entering card details to make payment. You couldn't pay for the service until you'd provided all the required info.

I Wasn't Surprised That Very Few Visitors Turned Into Clients

People see an intimidating form and bounce. They go looking for a less complicated way, or they postpone it if it doesn't absolutely have to be done right away.

And many people who started the form couldn't finish it, often because they didn't have the information needed at hand. Others couldn't finish because they didn't know which option to choose.

This isn't unusual. Using the same form to win the client and gather information (almost) always leads to terrible conversion rates.

The Fix: Separate the Sale from the Paperwork

Converting visitors into clients is easier when you split the process into two parts.

Step 1: Win the client.

Use a short form on the website to ask for contact info and card details.

The questions will be familiar. You'll be asking for details like name, email, and card number. They're less likely to bounce because it doesn't look intimidating.

When payment is successful, redirect the client to the intake form.

Step 2: Intake.

The intake form is on a separate page. This page shouldn't be reachable from a link on your site. It could be secured with a username and password if needed.

If you wanted to up your game, you could email every client automatically when they paid. The email could include:

• A checklist showing what information is needed to complete the form.
• A guide to where the information can be found.
• An explanation of any tricky questions.
• A link to complete the intake form.

This approach removes friction from the sales process and makes it easier for clients to be successful.

Related articles

The hook-to-page rule

The 8-Part Landing Page Layout That Turns Google Ads Clicks Into Leads

How I Make Writing the Company Profile Section of Landing Pages Easier

Can 2FA Reduce Contact Form Spam, and Should You Use It?

The Missing Piece on Most Service Business Landing Pages

Why I Was Wrong About the 'About Us' Page (And What I Learned)

Topics you'll find on this site