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As you gather this information and provide them with valuable content that helps solve their needs (or even open their eyes to a need they didn't know they had), you can start asking for more information from them. Consider making some fields required; usually these fields are identifying information and information you need to categorize your leads. Other fields make optional; these fields are the nice-to-haves but aren't required to help you segment. In conjunction with smart fields and progressive profiling, your ability to remove fields of known data and replace it with new data makes form submissions easier for your existing contacts.
When you're ready to start adding questions into the form, take a look at the list of question types that are available to you. Each of these question types serve a unique purpose. See below for a complete explanation of each. Note that any time you add a question to your form or change a setting, these changes will save in real time.