What to ask in a quote form, and what to leave out

A quote form has two jobs that pull in opposite directions. It needs to be quick enough that customers actually fill it in, and detailed enough that you can call back knowing what the job is. Here's how to get the balance right.

Start with what you can't do without

Name, phone number and email. Ask for the phone number even if you also ask for email: most jobs are won on a call, and a number lets you reach them quickly.

Ask what they need, in their words

A dropdown of your main services helps you sort enquiries at a glance. Add a short free-text box so customers can describe the problem in their own words. "Water coming through the ceiling above the kitchen" tells you more than any category.

Ask where the job is

A suburb or town is enough at this stage. It tells you straight away whether the job is in your area and how to plan your day. Leave the full street address for later.

Ask how soon

A simple choice between "urgent", "this week", "this month" and "just getting prices" helps you decide who to call first. The urgent ones are often the easiest jobs to win, if you're quick.

Let them add a photo

For many trades, a photo of the problem is worth ten questions. It helps you prepare, bring the right parts and sometimes give a rough price on the first call. Make it optional, so it never stops someone sending the form.

What to leave out

Every extra field loses some customers. Skip anything you can ask on the call: how they found you, their budget, their full address, the age of their house. If you wouldn't decide anything differently based on the answer, don't ask yet.

Reply straight away

The best form in the world doesn't help if the customer hears nothing back. Make sure every submission gets an instant reply confirming you received it and when you'll be in touch, and that you get an alert with their details at the same moment.

Our free website audit includes a look at your contact form, and what a customer experiences after they press send.