Re-evaluating Your Web Presence
by Steven Brightbill, Assistant Editor
Adding Forms to Your Web Site
Forms can be helpful tools when done right and for the
right reasons.
Adding forms to your Web site is usually a first step toward expanding the
site's capability beyond that of a simple online, viewable-only brochure.
Forms add utility, interactivity, and functionality. Forms are natural Web
site tools that facilitate the sales and service functions and can simplify
certain agency processes.
Purposes
As communications devices, forms serve two broad purposes: 1) provide a mechanism
by which customers can request something from an agency; and 2) provide a
systematic method by which an agency can collect data from a customer.
As information collection tools, forms can be created for gathering almost
any kind of information, but are usually geared toward specific information
that applies in specific circumstances. For example, if your Web site includes
a simple information request form in which visitors can order specific product
brochures, you probably don't want to request birth date, social security
number, or marital status. That information would probably be better collected
in a different form in a different situation.
Sources
Forms must be created and made to work in certain ways. Depending on your
needs, forms can be custom-created by your Web developer, purchased pre-made
from a Web tools supplier, or added to your site by any number of service
providers and vendors. Regardless of the source, try to include forms that
have a similar look and feel, instead of presenting a hodge-podge collection.
Suggestions
- Examine your needs. Before adding forms to your Web site, first
think about why you want them and what you hope to accomplish by including
them. In addition, determine what you will do with the information once
you have it. Some agencies prefer to collect a lot of information that approaches
policy application proportions — all on the first contact. Others prefer
to collect only basic contact information with just enough details to facilitate
a follow-up telephone call.
In any case, have a clear idea of what you want the visitor to tell you
and why. If you don't need certain information at the Web contact level,
don't request it. Remember, the more information you collect, the more time
you'll have to spend on forms creation and the more data you may have to
re-enter, verify, and possibly clarify and correct.
- Be customer friendly. Some Web forms are overwhelming in length
and detail and ask questions that seem to be needlessly intrusive. Depending
on the type of form and its source and intended results, you may not have
any control over the design and included questions. But if your Web developer
creates the forms, you have much more control over them and can inject a
note of sensitivity and friendliness into the way the form is designed and
worded. Also, to the extent appropriate, explain the purpose of the form
and why the information requested is needed.
- Create simplicity & consistency. When creating forms, provide
clear and simple explanations of what to do, a well-organized and clean
layout, logical sequencing of questions, and other ease-of-use features.
Also, if your site includes several forms, keep the design and layout consistent
from one form to another, and avoid needless duplication of effort. If possible
and when appropriate, pre-populate data fields.
- Include security, a privacy statement, and a terms of use notice.
Online data security and privacy are becoming increasingly important issues
that every site owner needs to pay attention to. In fact, without appropriate
safeguards and legal notices, you risk exposure to potential lawsuits.
At a minimum, your site should include a privacy statement and terms of use
notice. And, depending on the kind of data you collect, data security will
be expected by visitors and you will need to implement appropriately precautions
and procedures.
© Copyright 2002 by Sound Internet Strategy. All rights
reserved
