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As discussed in this guide's section on how to determine what questions to ask on your forms, forms are the way you gather information from your leads. They are a critical component of any landing page, but what you ask on these forms are perhaps more critical. You don't want to scare away potential leads by asking irrelevant questions, or questions that they aren't yet prepared to answer. Building trust between your brand and your visitors is key to gathering the information you need. Start building that trust through your TOFU offerings; your forms should ask enough information to find out some key pieces of who they are, what they do, and what they are looking for, so you can better segment your leads into personas.
The tab order must be logical. As users navigate through a form using the keyboard, they typically press tab to jump to the next field. Ensuring proper tab sequence helps the user to focus on filling out the form rather than struggling to find their place after losing it. The following two workflows list the steps for creating a new form, and for fixing an existing form.