Creating an optimised landing page is no piece of cake. It’s not as simple as using default form fields and slapping the form on the page to collect leads.

Marketers need to strike the right balance with every element of their landing pages in order to capture leads. So, even though a landing page is only a single page per se, there are many questions for you to consider when optimizing your form:

  • How many fields should I have?
  • What stage of the marketing funnel are my prospects?
  • Is my goal to collect as many leads as possible right now so I can nurture them to a sale down the road?
  • Should I qualify my prospects from the get-go by requesting a lot of information?
  • How will my web forms look on mobile devices?


Your prospects only take 50 milliseconds to form an impression about your page.

This short time frame drives a lot of marketers to cram every page element they deem most important above the page fold.

When this happens, marketers start producing cluttered landing pages that look something like this:

Web Forms Landing Page Crowded

Would you want to fill out this form and click the CTA button? Can you even find the CTA button in this jumbled mess?

Jamming every element above the fold doesn’t create an optimized landing page. To create a visually appealing, mobile responsive, and optimized page; get over the above the fold obsession and come to terms with the fact that:

Everybody scrolls.

Today we’re going to debunk the myth that every lead capture page element should go above the page fold, as well as learn the most optimal position for your landing page web forms.

Everybody scrolls

So much focus on the “fold” debate has left most marketers and designers to undervalue and overlook the page from below the fold. Many marketers believe all they need to do is create a stellar page above the fold, because what happens below the fold doesn’t matter.

Various studies show that a vast majority of web users scroll on a given page and that a significant percentage of visitors begin scrolling on the page even before the page has finished loading.

According to Amy Schade of the Nielsen Norman Group:

“The fold still exists and still applies… But more than a measurement, the fold is a concept Users do scroll, but only if what’s above the fold is promising enough…anything that’s hidden and that the user must uncover will only be seen if the user deems it worth the hassle.”

To encourage scrolling on your landing page, convince your visitors that your page is worth scrolling down. This doesn’t happen by placing everything above the fold. It happens when you strategically optimize your page for lead generation and user behavior.

Tell a story with your landing page first and request your visitors’ information later — when they have acknowledged that the story is applicable and beneficial to them.

What does this mean for your web forms?

Your web forms collect user data and fulfill your landing page goals — making them one of the most important elements on your landing page. The form’s positioning is an important thing to consider when designing your landing pages.

As a rule of thumb, remember that you’re better off placing your form below the fold if your product or service:

  • Is expensive
  • Is complex and needs more copy for explanation
  • Requires a high commitment

Landing page web forms’ placement is crucial to capturing leads. Don’t let the fold dictate all your landing page decisions.