Ask for revenue, amount requested, time in business, whether statements are available, and complete contact details — then verify the phone with a one-time code. Every extra field cuts completion and raises quality, so the page is not optimised for conversion rate: it is optimised for the number of records that clear qualification, which is a different maximum.
The standard advice is to reduce fields. That advice comes from e-commerce, where every completion is worth the same. Here it is wrong: a completion from a merchant doing $8,000 a month is worth nothing, and the field that would have removed them was the one you deleted.
| Field | Why it stays |
|---|---|
| Monthly revenue band | The primary qualifier, and it self-selects |
| Amount requested | Separates real intent from browsing |
| Time in business | The floor most funders enforce |
| Statements available? | Predicts whether the deal can move |
| Business and full name | A file, not a first name |
| Phone, verified by code | The difference between a lead and a row |
| Documents and the follow-up cadence |
A code sent partway through, which the merchant must enter to continue, filters mistyped and fake numbers before they become records — and it does it while the merchant is still invested enough to complete. Verification bolted on after submission gets abandoned, and you keep the unverified record anyway, which defeats the purpose.
The last one is cheap and skipped constantly. A confirmation screen saying somebody will call shortly measurably improves the contact rate on records the page just produced.
Enough to qualify — revenue, amount, time in business, statements availability and complete contact details. Minimising fields is e-commerce advice and it is wrong here, because a completion from an unqualified merchant is worth nothing.
Partway through, as a step the merchant must clear to continue. Verification after submission gets abandoned and you keep the unverified record anyway, which defeats the point of having it.
Visible above the submit button, naming who will call and mentioning automated calls and texts. Behind a terms link it is not consent worth relying on, and your record has to store the text exactly as it was shown.
No — use bands. Free text produces answers you cannot screen on, and bands let a merchant self-select out before they become a record you paid for.
More than it should. A merchant told that somebody will call shortly answers the phone at a noticeably higher rate than one left with a generic thank-you.
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