What to include in your website enquiry form to attract better leads

Getting more enquiries through your website is great, but not every enquiry is going to be the right fit.

If your contact form only asks for a name, email and phone number, you’re going into every initial conversation without knowing much about the project. You could be spending time following up on enquiries that are outside your service area, don’t match the type of work you take on or have a budget that isn’t realistic for your business.

A few additional questions on your website enquiry form can help you understand what potential clients are looking for before you pick up the phone.

 

 

Ask the questions that actually matter

 

The goal is to collect enough information to understand the project and whether it’s something your business can help with.

Along with their name and contact details, we recommend asking:

 

• Project type: Are they looking to build a custom home, renovate or extend?
• Project location: Where is the property located?
• Budget range: What are they planning to invest in the project?
• Project timeframe: When are they hoping to get started?
• How they heard about you: Was it Google, social media, a referral or somewhere else?
• Project details: Give them space to explain what they’re planning.

 

These questions give you a much clearer picture of the enquiry and help you prioritise the projects that align with your business.

 

 

Make it easy for people to enquire

 

While it’s useful to collect more information, you don’t want your form to feel like a job application.

Use dropdown menus or multiple-choice options for things like project type, budget and timeframe as they’re quicker for homeowners to complete.

We generally recommend around four to six qualifying questions in addition to basic contact details, depending on the type of projects you take on.

It’s also worth including a short introduction above the form so people know what happens next.

 

For example:
Tell us a little about your project and we’ll be in touch within two business days.

Just make sure the timeframe you provide is something your team can consistently meet.

 

 

Don’t forget a thank you page

 

Once someone submits your enquiry form, they should be directed to a dedicated thank you page confirming their enquiry has been received and explaining what happens next.

This gives potential clients confidence that their form has gone through, but it’s also useful for tracking your marketing. With the right setup, visits to your thank you page can be recorded as conversions in Google Analytics and Google Ads, helping you understand which marketing channels are generating enquiries.

 

 

Find out where your best enquiries are coming from

 

One question we’d encourage every builder to include is “How did you hear about us?”

It might seem like a small detail, but over time, this information can help you understand which marketing activities are bringing in enquiries.

You might find that most of your larger renovation enquiries are coming through Google, while custom home enquiries are more commonly generated through referrals.

Knowing where your enquiries come from, and which ones turn into actual projects, helps you make better decisions about where to invest your marketing budget.

 

 

Review the enquiries you’re receiving

 

Your enquiry form shouldn’t be something you set up once and never look at again.

Every few months, review the responses you’re receiving. If you’re consistently getting enquiries for projects outside your service area, below your minimum budget or for services you don’t offer, it might be time to review the messaging on your website.

The right enquiry form won’t guarantee every lead is a good fit, but it can help you spend less time qualifying unsuitable projects and more time speaking with potential clients who are looking for exactly what you offer.