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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.
Turn on the Developer tab _ Before you create form elements in a document, you'll need to activate the Developer tab on the Ribbon. To do this, click File > Options to access the Word Options dialog box. Select Customize Ribbon, then click the check box for the Developer tab. The Developer tab will appear on the Ribbon.