Is Your Inquiry Form Turning Clients Away?
Something exciting is happening …
A dream client has gone through all of your marketing funnels. They’ve landed on your inquiry form. They’re ready to take the first step. Then they glimpse your form and *click* - they’re gone.
It happens more often than you may realize.
And the biggest reason individuals leave an inquiry form uncompleted is because it's just too complicated.
Today I’m diving into why your inquiry form could be failing you and how to create a form that won’t scare visitors away.
Barriers to Booking
The biggest takeaway from this blog post is that your inquiry form needs to be as simple as possible.
Remember the KISS rule - Keep It Super Simple.
Why do we want it simple?
You need to reduce what I call “barriers to booking.” Barriers to booking are steps that increase the work an individual must do to book with you.
Every additional question, drop-down, or line item an individual needs to complete increases the likelihood that they walk away. This is especially true when someone is in the beginning stages of inquiring and isn’t invested in working with you yet.
Let’s think of this in a real-world scenario.
A bride has decided on her top three photographers to inquire with. She’s previewed their websites. She likes the style of each photographer and believes she would be happy with any of her top choices.
She sits down to begin the initial inquiry process. One photographer has a simple inquiry form that is easy to fill out. She quickly plugs in her information and hits “submit.”
The other two photographers have long, detailed forms. She doesn’t even have answers to many of the questions yet. Nor does she have the time to spend filling out the forms. She’s too busy trying to figure everything else out.
She closes both of those browser windows. She loves the first wedding photographer and is sure she’ll be happy with her work.
You do not want to turn clients away simply because your inquiry form is too detailed.
Keep reading … ⬇️
Creating Your Inquiry Form
So, what do you include on your form? Only the most important “need to know” information to get started.
Here is the absolute bare minimum form with the fewest barriers to booking:
Name
Email OR phone
“Questions or Comments” Area
Now, I know there are many other questions you likely want answered:
How they found you
Why they chose you
Their story
Number of anticipated guests
Wedding date
Venue and reception location
Package preference (if you offer multiple packages)
Hours of coverage desired
Wedding type (elopement, family-only, etc.)
Wedding style & vibe
Wedding planner information
Budget
Engagement session preference
Videography preference
Etcetera …
If you feel that one of these questions is truly need-to-know-immediately, then add it!
For example; if you shoot globally in destination locations, their wedding location is important to know immediately. You may also want to know their wedding date so you can determine if you’re available.
You have wriggle room to add 1-3 more questions, especially if they’re simple to answer.
Just remember - each additional question they need to fill out when first contacting you is a barrier to booking. Go sparingly. You can always determine these answers once they’ve initially inquired.
Let’s address listing additional questions as not required. Do those still count as barriers to booking?
Yes. Each additional question can add to visual overwhelm that results in the individual leaving the form before they take the time to see those questions are optional. So, my recommendation is to stick to your 3-6 need-to-know questions and avoid adding additional not required questions.
Make sure to include a post-submission note letting the individual know that you’ll be in touch within X business days to respond to their inquiry and address any questions or comments they had.
This follow-up email or phone call is an excellent time to begin asking the additional questions you need answered. Now that the initial inquiry has been made you can begin building a relationship with this hopeful client and solidify that you’re the perfect photographer for the big day!
Crafting a professional, integrated inquiry form is just one aspect of creating a powerful website that works for you and your business.
I’d love to help take your wedding photography business to the next level through a custom, high-converting website.
Get started by learning more about my Peach and Pine Experience and booking your complimentary consultation!
Cheering for you!
Kylee
PS - have a question or an idea for a blog post? Send me a message!
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