If you want more leads from your website, you need to make it easy for people to reach you. One of the biggest ways to do that is by fixing your forms.
Forms are how people sign up, ask questions, or show they’re interested. But if a form takes too long or asks too many questions, most people won’t bother. That means missed leads—and missed sales.
Tools like Breeze Intelligence in HubSpot can help you build smarter forms. In this blog, we’ll walk through what makes a good form, how Breeze Intelligence improves form performance, and the simple steps you can take to get more leads from your landing pages.
Think of a landing page like a front door. It's where people first show interest in your product or service. But to actually step inside—like book a call, sign up, or download something—they usually need to fill out a form.
That’s why your form is one of the most important parts of the page. It’s how you turn visitors into leads.
Now here’s the problem: if the form is too long, too confusing, or asks for too much, most people won’t finish it. 36% of marketers never do user testing on their forms, which means they may not even know what’s pushing people away.
Let’s say someone wants to download a free guide. They click the button and see a form asking for their name, email, job title, company size, phone number, and budget. That’s a lot to ask just to get a simple PDF. Most people will leave without filling it out.
On the other hand, if your form only asks for what’s truly needed, and does the rest behind the scenes, you’ll get more completions and more leads.
Good forms feel easy. They don’t ask for more than they need. They’re quick to fill out. And they match the reason someone came to your page in the first place.
Here’s a simple example:
The goal is to make it as easy as possible for the right people to say “yes.”
Breeze Intelligence checks a big database of business information (called an enrichment dataset). When someone starts filling out your form, Breeze looks up what it already knows about them, based on their email. If it finds a match, it fills in the rest for you.
That means the visitor doesn’t have to type in details like company name, industry, job title, company size.
Here’s what it looks like in action:
This keeps things fast and simple, and that makes people more likely to finish the form. Not only that, using form analytics tools like this has been shown to improve conversion rates by 19% and increase marketer satisfaction with lead generation by 15%.
Once you understand how Breeze Intelligence works, the next step is to actually use it on your forms. HubSpot makes this easy with a feature called form shortening.
When you turn it on, your forms feel shorter and easier for visitors to fill out—but your team still collects the important information needed to qualify leads. Let’s go through the setup process and what it looks like for both you and the visitor.
To start, you need access to Breeze Intelligence credits. You’ll also need to be using HubSpot’s updated form editor, since form shortening doesn’t work with older forms.
Once that’s in place, you can enable the feature in your account settings. Here’s how:
This turns the feature on at the account level. It doesn’t change your forms yet—but it gets everything ready for when you do.
Enabling form shortening here tells HubSpot to use Breeze whenever a visitor interacts with a form that has the feature turned on. The system will pull available contact data from the enrichment dataset and hide any fields that already have complete information.
After the account setting is active, you can apply form shortening on a form-by-form basis. This gives you full control over when and where you want to use it.
To apply it:
Once you’ve done that, the form is now “smart.” When someone starts filling it out, HubSpot will check what it already knows about them. For example, if it has their job title, it won’t ask them again. That field stays hidden, making the form feel faster and more personal.
This also helps you avoid asking people for details they’ve already shared with you elsewhere, like through another form, integration, or manual input.
The moment someone opens a form with shortening turned on, they’ll see just one field at first: email address. That’s the starting point. After they enter their email, HubSpot quickly checks the enrichment data.
If their contact profile exists in the database, any field that’s already filled in will disappear from the form. If HubSpot can’t find enough info, the rest of the form appears as usual, asking only for what’s truly needed.
This type of smart form design keeps things simple for your visitors. It lowers the effort required to complete a form, which leads to fewer drop-offs and more conversions.
In fact, marketers who A/B test their forms tend to report conversion rates that are about 10% higher than those who don’t test at all. That tells us something important: form design directly impacts how many leads you capture—and how successful your campaigns are.
Using Breeze Intelligence and form shortening already gives your forms a big boost—but to really get the most out of them, your forms need to match your campaign goals.
Not all forms should ask the same questions. What you include depends on what you're offering and where the visitor is in their journey. A form for a simple newsletter sign-up should feel very different from a form for a demo request or pricing inquiry.
Here are a few ways to make sure your forms work smarter:
Before building or editing a form, take a step back and ask: what’s the purpose of this page?
If the goal is to get quick sign-ups for a webinar or free download, keep the form short and simple. Name and email might be enough. Asking for job titles or company size here might just slow people down.
But if you’re offering something higher value—like a product demo or sales call—it makes sense to ask a few more questions. You might want to know the person’s role, company size, or what problem they’re hoping to solve. That way, your team is more prepared when they follow up.
Always match your form fields to the value of what you're offering. If you're asking someone for more information, make sure what they're getting in return feels worth it.
Even when a form is short, the experience matters. If it loads slowly, looks cluttered, or feels hard to use on mobile, people might still drop off.
So keep your form clean. Use simple labels. Make sure each field is clear and easy to fill out. Avoid things like dropdowns with too many choices or required fields that aren’t really necessary.
If your form is using Breeze, check that the enrichment is working properly. You don’t want visitors seeing fields they don’t actually need to fill out. It’s also a good idea to test your form yourself, just to make sure the experience feels smooth from start to finish.
No form is perfect the first time. Once your form is live, keep an eye on how it's performing.
Are people dropping off halfway through? Are certain fields being skipped or causing confusion? Try adjusting one thing at a time—maybe removing a field or changing the wording of your call-to-action—and see what improves.
Even small tweaks can make a big difference in how many people complete the form and become leads.
Great forms don’t need to be complicated. They just need to be easy, thoughtful, and built with your audience in mind.
Breeze Intelligence helps you ask for less while still learning more about your leads. When paired with smart design and clear goals, it can help you collect better data, reduce friction, and turn more visitors into real opportunities for your team.
Take a few minutes today to review your landing page forms. If they feel too long, too messy, or too generic—start there. A few changes could mean a lot more leads.
At Origin 63, we help companies get the most out of HubSpot—not just by setting it up, but by using its tools in smart, strategic ways. From building high-converting forms to creating full lead capture systems, we’ll help you turn interest into real results.
Reach out today to see how we can support your next move.