What should a lead qualification form ask?

Start with the decision the business needs to make

Before adding fields, identify what the team needs to know when a new enquiry arrives. A realtor may need buying or selling intent, preferred area, budget range and timing. A contractor may need project type, approximate scope, property context and desired start window. The form should collect information that changes what the business does next.

Five useful categories of qualification questions

1. Need: What service, product or outcome is the prospect looking for?
2. Fit: Which details determine whether the business can realistically help?
3. Timing: Is the need immediate, near-term or exploratory?
4. Commercial context: Where appropriate, a budget, financing, project size or other range can help the business prepare.
5. Next step: What contact or conversation should happen after submission?

Ask only what earns its place

Every additional question creates work for the prospect. A field should exist because its answer helps route, prepare for or prioritize the enquiry. Questions that do not change the response can often be removed.

Use ranges when exact answers are unnecessary

For information such as budget or timing, a sensible range can be easier to answer than an exact number. The goal is useful context, not unnecessary precision. The available choices should reflect the actual business rather than a generic template.