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For example, let's say you're organizing a field trip and want everyone to send in their permission forms electronically. To simplify the process, you could create a form in Microsoft Word. A form allows you to create placeholders for different types of information, such as text, dates, yes_no questions, and so on. This makes it easier for everyone to know what type of information to include, and it also helps ensure all of the information is formatted the same way.
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.