Case Study: Using Lead Generation Forms to Grow a Small Business

The challenge: enquiries everywhere, leads nowhere

Many small businesses start with enquiries coming in via email, phone, social DMs, and walk-ins. Without a single place to capture and track leads, it's easy to miss follow-ups, lose context, and let hot leads go cold. This case study follows a coaching institute that faced exactly that problem—and how they fixed it with lead generation forms.

The approach: one enquiry form, one dashboard

The team set up a single enquiry form on their website with fields for name, phone, email, and message. They chose a form builder with unlimited submissions so they could drive traffic without hitting caps. Every submission landed in one dashboard, and they turned on instant email notifications so the admissions team could respond within minutes.

What they learned about form design

Initially the form had eight fields. Completion was low. They cut it down to four: name, phone, email, and a short "What are you looking for?" field. Submissions went up. They also added optional OTP verification for phone numbers so they could cut down on typos and fake leads—a feature that helped them prioritise callbacks.

Results: faster follow-up, more conversions

Within a few weeks, the team was responding to most leads within 15 minutes. Having one dashboard meant they could see who had submitted before, avoid duplicate follow-ups, and hand off to the right person. Enrolment from form submissions grew, and they avoided the cost of paid ads by focusing on organic traffic and referral forms.

Takeaways for your business

If you're drowning in scattered enquiries, start with one lead generation form and a single place to see all submissions. Keep fields minimal, add instant notifications, and respond quickly. For more on form best practices, see our lead capture form definition and how to follow up on leads quickly. To get started, try a free online form builder that fits your needs.