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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.
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.