Form field label examples: 20 before/after rewrites that make people finish
The Formleak team
Published
Quick answer
Good form labels say plainly what to enter, sit above the field and stay visible while people type. Add a short hint for the format, say why you ask for anything personal, and mark optional fields as optional. Never use placeholder text as the only label: it disappears as soon as people start typing.
Five rules for labels that work
- Put the label above the field, outside it. Placeholder text inside the field vanishes when people type, so they forget what was asked and can't check their answer (Nielsen Norman Group).
- Ask in everyday words. "Phone" beats "Telephone number (incl. country code)*"; put the format in a hint below.
- Show the format with an example. "Like 06 12345678" prevents more errors than any rule written out.
- Say why you ask for anything personal. One short reason next to phone, date of birth or company size removes most of the hesitation.
- Mark the optional fields, not the required ones. Most fields should be required anyway; "(optional)" on the few others is clearer than a row of asterisks.
Contact details
- Before
- Phone number*
- After
- Phone (optional, only if you'd like a call back)
Optional and explained: people who want a call still give it.
- Before
- Telephone*
- After
- Phone, for the courier if there's a delivery problem
A concrete reason makes a required phone number feel fair.
- Before
- E-mail address*
- After
- Email (we'll send your quote here)
Says what happens with it, which also prompts people to type it carefully.
- Before
- First name* / Last name*
- After
- Your name
One field instead of two, and no guessing for people with more than two names.
- Before
- Company name*
- After
- Company (optional)
Freelancers and private buyers stop when they have no company to enter.
Address and checkout
- Before
- Zip/Postal code*
- After
- Postcode (like 1234 AB)
An example prevents the most common format error.
- Before
- Address line 2
- After
- + Add apartment, floor or company
A link instead of an empty box: most people don't need it.
- Before
- Coupon code
- After
- Have a code?
A small link doesn't send people off to search for a discount.
- Before
- Date of birth*
- After
- Date of birth (to check you're 18 or over)
The reason is the whole difference between nosy and necessary.
Accounts and passwords
- Before
- Password*
- After
- Password (at least 8 characters)
Show the rules before people type, not as an error afterwards.
- Before
- Repeat password*
- After
- (remove the field, add a "show password" button)
A show button catches typos without making everyone type it twice.
- Before
- Username*
- After
- (use their email to log in instead)
One thing less to invent and remember.
Lead and quote forms
- Before
- Budget*
- After
- Rough budget (optional, helps us suggest the right option)
Optional and explained: budget is a common reason to stop.
- Before
- Number of employees*
- After
- Team size (roughly)
"Roughly" takes away the feeling of a test.
- Before
- Message*
- After
- What can we help with? (a sentence or two is enough)
A question plus a size hint makes starting easier.
- Before
- How did you hear about us?*
- After
- (make it optional, or ask after sending)
It helps you, not them, so it shouldn't block anyone.
Errors and the send button
- Before
- Invalid input
- After
- Check the postcode: like 1234 AB
Says which field and how to fix it.
- Before
- This field is required
- After
- Add your email so we can send the quote
Repeats the reason instead of scolding.
- Before
- Submit
- After
- Get my quote
Says what people get by clicking.
- Before
- Send
- After
- Send my question: we reply within 1 working day
Answers "what happens next?" at the moment of doubt.
Which label should you change first?
Not all of them. Change the label of the field where most people stop, then measure whether more people finish. Our guide on which form field makes people give up explains how to find that field.
Formleak finds the worst field for you and suggests new wording for it, like the examples above. See what the suggested fix does.
Frequently asked questions
- Should form labels go above or inside the field?
- Above, outside the field. Labels inside the field (placeholders) disappear when people type, which makes forms harder to fill in and to check.
- Should I mark required or optional fields?
- Mark the optional ones. Most fields should be required; "(optional)" on the few others is clearer than many asterisks.
- What should a form's send button say?
- What people get: "Get my quote", "Send my question" or "Create my account" instead of "Submit".
- How long should a form label be?
- As short as possible, usually one to three words, with any format example or reason in a short hint below.