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Pardot Form Best Practices

Pardot Form Best Practices

Nelson Eisenmann

Nelson Eisenmann

Director of Marketing Automation
If you want to get the most out of your marketing efforts, you will want to utilize lead capture forms best practices.

Sort fields easiest to hardest

In your lead capture forms, start with easy asks such as a name. People are more likely to fill out the rest of the form if they already started answering an easy question like their name. If you start with personal information like a phone number, they are more likely to avoid filling out the form.

Less is more

In Pardot, all your visitor or prospect needs to input is a valid email address. While it’s nice to have extra information right up front, you can extract this later as you cultivate a relationship with your prospects. Start simple by requesting their name, company, and email.

Don’t ask the same prospect for the same information

If a prospect has already filled out a form with their name and email, no need to ask for it again. 

  • Use autofill (automatically fills in the fields the prospect has answered)
  • Hide the fields that already have been answered
  • Use progressive profiling

Use Progressive Profiling

Progressive profiling is a useful feature in Pardot’s form builder that allows you to replace fields that a prospect has already answered with another field that they have not answered. For example: Let’s say a prospect has already filled out a form with their name, company name, and email. If you want to ask the prospect for additional information, you can use progressive profiling to automatically replace one of the form fields they’ve already answered like company and exchange it for a different field like phone number. This functionality gives you more insight into your prospect that can be used for segmentation and personalization. As a result, it doesn’t add any extra steps when they’re filling out the form.

Use Strategic Form Placement

If you put in the time to create a campaign, landing page, and lead capture form, then put it somewhere where people will see it! It sounds like a no brainer, but, too many marketers position their lead capture forms too low or too high on the page. A/B test a few different positions to see what works best for your audience.

Include an informative headline

When creating the headline for your form, get straight to the point. State what you’re offering clearly and honestly and in big bold letters to capture attention. Make sure to ask yourself: What can the visitor expect to receive from filling out the form?

Include a Clear Call To Action

The call-to-action (CTA) button should be clear on what the prospect will receive. If you are gatekeeping content, describe what content they will receive when they click the button and submit the form. Use color contrast as a way to entice the visitor to click the CTA button. Your CTA should stand out from the page but not be an obnoxious or spammy color.


Utilizing these Pardot form best practices will help you maximize the number of form conversions to help build out your prospect database. The more prospects you have in your database with valuable data, the easier marketing and selling will become

Ready to generate more leads with Pardot?