When a website visitor is prompted to enter information they seldom comply. But when some personal information is entered in exchange for something of value, getting a users information is much more likely to happen. Take IBM’s whitepapers for example; a valuable document from leaders in different fields is taken and made available to site visitors after they provide their name and email to IBM.

Good content is the key to creating comfort and trust from your audience. When you appear as an expert on a given subject, people will treat you like one. If you want to be contacted about a service or product you offer, give all the details, talk process or do whatever it is you have to show your expertise on the subject. Don’t ask questions to be answered in your content; create content that sparks interest to the point that questions will be asked about it.

Place user information intake forms directly where a site visitor may want to inquire for more information. A simple form, asking for only name, email, and a question/comment area within a sidebar often does the trick. Site visitors are on your website to learn more, this is your chance to personally teach them. A form like this sets up the possibility of a one-on-one with someone.

When approaching the task of creating contact forms the K.I.S.S. principal applies. Keeping your forms simple and non intrusive is the best way to get the ball rolling in a professional relationship. Don’t set up a link to a multiple-field form with information that is only necessary to have when a purchase is made. Try and limit intake forms to 4 fields or less and place them directly on the pages with pertinent information, when users are likely to have questions.

Even though these sound like simple principles, they are highly effective. The goal is always to give the user what they need in the least amount of clicks. If you’re not getting the conversation rates you need, start by assessing and modifying your process in big ways and small.