In consumer internet (B2C) growth-hacking theory, a frequently repeated rule says: “Every additional form field reduces conversions by 10%.” Many B2B companies copy this approach and strip their website inquiry forms down to a single “Phone number” field.

Required

After launch, however, the sales team is miserable: of the dozens of leads received each day, more than half are sales solicitations, job applications, students seeking information, or irrelevant inquiries with budgets of only a few hundred yuan that do not match the company's business at all. Meanwhile, high-quality business customers with genuine purchasing budgets in the tens or hundreds of thousands of yuan find such a bare-bones input box insufficiently formal and have no idea how to express their complex project requirements accurately.

Questions

1. The golden rule of B2B inquiry forms: “less typing, more selectable options for early qualification”

Leads

What truly frustrates high-value customers is not “answering questions” but “staring at a blank field without knowing what to type.” Drawing on high-converting B2B form practices such as the JVDS contact page, the ideal number of fields should be kept to 4–6, using a combination of “2–3 text inputs + 2 sets of selectable chips (Chips / Radio)”:

  1. Basic identity and contact details (3 text inputs)
    • Your name and company name: filter out purely personal chat and automated bulk spam;
    • Phone number or WeChat / business email: allow domestic customers to leave a mobile number/WeChat and overseas customers to leave a work email;
  2. Use “selectable chips” to gather project scope and timing (no typing required)
    • Service needed (multiple selections allowed): for example, [New corporate website], [Existing website redesign], [UI/UX product design], and [Multilingual website for overseas markets];
    • Expected start/launch date or budget range (single selection, optional): for example, [Urgent launch within 1 month], [Planning for 1–3 months], or [Initial research into options]. With just a couple of taps from the customer, sales staff can immediately assess the lead's urgency and fit before picking up the phone.
  3. A requirements field with guiding prompts + attachment upload Do not leave a blank “Notes” field. Instead, give specific guidance in the input placeholder: “Briefly describe your core business, current website URL (if any), reference styles, or the main problem you need to solve. You can also upload an RFP requirements document/product brochure directly (PDF/Word/compressed archives supported).”