In case the visitor doesn’t complete the Comments textbox on the first page, add a 2nd page with only a Comments textbox on it requesting the visitors comments again. Tell them that if they complete the Comments box now then they will receive an extra free white paper that is relevant to the same visitor. These visitor comments are important.
Have the visitor check a box that says something like “YES! Send me the free white paper that will change my life.” It is the psychological method of coercing them into completing the rest of the form.
Prominently list the benefits of completing the form. It is a major validation. Make sure to write the benefits in terms of the user’s benefits instead of the features of your product or service.
Ensure you save the form information into a database and send emails out as soon as the form is completed so you can immediately contact the visitor. The lead’s effectiveness drops dramatically as time goes by. Contacting a lead within minutes is ideal.