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How to build a landing page questionnaire (free template included)

landing page questionnaire
By Drazen Vujovic. Reviewed by: James Rose. Last Updated April 12, 2024

A well-crafted landing page can be the linchpin between a casual visitor and a potential customer. But let’s face it — most clients don’t have a clue about web design while some don’t even know what they want. 

That’s why you need to help them out by creating a detailed and instructional landing page questionnaire. In this post, we’ll show you a comprehensive list of landing page design questions and discuss common mistakes to avoid when building your questionnaire.

Let’s get it going!

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Content Snare is a simple tool that helps you collect landing page content and files from clients. Send our questionnaire template to your clients as-is, or customize it as you see fit.

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Questions to include in your landing page questionnaire

landing page questionnaire

Client information

1. Company name

2. Contact person

3. Email

4. Phone number

5. What is your industry or niche?

6. Briefly describe your business or organization.

7. What is your preferred timeline for this project?

8. What is your budget for this project? 

Feel free to provide a range.

9. Who is your target audience? 

Basic landing page information

10. Please provide brand guidelines or existing design elements.

11. What features do you want on your landing page (e.g. contact forms, social media integration, video content)?

12. What is the primary goal of the landing page (e.g. lead generation, product sales, trial signup, or similar)?

13. Are there specific keywords or SEO-focused phrases that should be incorporated?

Header (intro)

landing page survey

14. What is the landing page headline? 

For example: “Learn How To Bake Our Giant Cupcake In Your Own Home”

15. What is your supporting headline? 

Tip — this is typically a subtitle that provides additional information.

16. Please upload your hero image or video. 

This content should provide additional context by either showing your product in use or showing the outcome of your services.

Body (persuasion)

17. Please provide your benefits summary statement. 

This is an introduction/summary that should lean on your hero statement by offering more details about your product or service.

18. Name the key benefits of your product/service in a few dot points. 

Use 2 to 5 bullet points to write quick one-liners about what people get from your offer.

19. Please provide short benefit blurbs for each of the mentioned benefits. 

Benefit blurbs should have a very concise title and descriptions of up to 2 sentences. 

20. Do you want to add images to the benefit blurbs? If yes, please upload images.

21. Please provide the reinforcing statement. 

This is a sentence or quote to drive the point home and keep your customer interested.

Supporting content

22. Do you want to add social proof (quotes from your customers, colleagues, etc.) that are relevant to the landing page? If yes, please provide the following:

  • Quote: The text
  • Attribution: Their name + company or role
  • Image (optional)

23. Do you want to add any other types of proof such as statistics, facts, or success stories? If yes, please provide details.

24. Do you want to add other media such as demos, reels, or infographics to the landing page? If yes, please upload your file. 

Call to action

25. What is your closing argument for this landing page?

26. What is your call to action (CTA)? 

For example, this should be a statement such as “Download the Recipe Now”.

27. Do you want to include an opt-in form paragraph? If yes, please provide details.

It should clearly state what users are opting in for (for example, what they get in exchange for their email address).

Mistakes to avoid when crafting a landing page questionnaire

landing page survey

Creating a questionnaire may feel like routine business, but there are quite a few hurdles to overcome in the process. We’ll point out a few mistakes people make in too many online forms so you can pay attention and avoid them.

Using web design jargon

The most important thing is to avoid jargon or overly complex language in your questions because the form must be easily understandable for a diverse audience. The goal is to gather valuable information without causing confusion.

For instance, most people don’t know what “above the fold” means. If you really need to use this phrase, explain that it’s the content users can see as soon as they land on a page without scrolling.

Asking too many questions

Long-winded or exhaustive landing page surveys often deter clients from completing them. You should prioritize essential information to collect the best responses in a timely manner.

Asking unclear questions

Another mistake is asking unspecific questions, so we encourage you to formulate clear questions to elicit precise responses. Vague inquiries can lead to misunderstandings and hinder the accuracy of the collected data. Here’s an example:

  • Unclear question: How do you envision the overall vibe of your landing page?
  • Improved version: Describe the mood or atmosphere you want your landing page to convey. For example, do you want it to feel modern and vibrant, or more classic and professional?

Lack of progress indicators

Clients who start filling out a long online form want to know exactly where they are at any given point. If your questionnaire consists of multiple sections or pages, think of adding progress indicators to keep them informed about how much of the survey remains.

provide additional information and support through progress bar

This helps manage expectations and encourages completion. The same logic applies to designers — you probably want to know when to expect the entire questionnaire to be completed. Both you and your client should be able to see all progress at a glance.

Ignoring skip logic

This is another detail that can leave a bad impression on clients because they don’t want to see irrelevant questions. Our suggestion is to implement skip logic to tailor the questionnaire based on respondents' previous answers. This not only streamlines the survey experience but also ensures that your clients only encounter the necessary fields.

Not testing your intake form

Last but not least, don’t forget to check the questionnaire for any technical or logical issues. This pre-launch testing phase can reveal potential problems and allow for necessary adjustments. If you create a good landing page questionnaire template, you’ll only have to test it once.

Build a landing page form that suits your clients

create a landing page questionnaire with Content Snare

Content Snare gives you a ready-made questionnaire template with all the details you’ll need to build a long-form landing page for your client. Our built-in form contains wireframes to show your clients what the landing page might look like, while instructions help them provide the right information and content. 

But the best thing is that you can customize our template as you see fit. For instance, you can add or remove as many fields as you want to gather textual content, files, images, or videos. The drag-and-drop builder makes it easy to move elements through the form, so you can get it done in minutes. 

Your clients will also appreciate Content Snare’s auto-saving feature — they won’t have to save progress manually because the system does it automatically. They can abandon the questionnaire and come back to pick up where they left off at any time. 

Content Snare gives you a whole range of advanced form-building features, so go ahead and see it for yourself. 

Tailor your landing page questionnaire with Content Snare

Sign up to get our pre-loaded landing page intake form template. You can send it to clients as-is, or edit/expand on the questions as you please.

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Drazen Vujovic

Dražen Vujović is a journalist and content writer. More importantly, he is a father of two and a long-distance runner.