W 9 Form Purpose
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.
Building your form - After you determine the settings for your form, you'll be taken to the form builder and you will land on the first page of your form. At any time, you can jump back into the settings by clicking Form Properties in the top right of the page. In addition, you can jump to additional pages of the form by clicking Page List in the top left. To name the page, click Page Properties in the top right. The name of each page will be visible to users filling out the form.