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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.
Customize as needed _ If you want even more control over the way your form looks, you can turn on Design Mode from the Controls group on the Developer tab. Then you can modify the properties for each content control field, including the text that will appear in each field. If you're willing to spend a little more time customizing each field, you can build a pretty robust form. For example, you could create your own custom drop_down list.