What are Pardot Forms? All You Need to Know

What are Pardot Forms? | All You Need to Know

Pardot is a powerful marketing automation tool that can help businesses streamline their lead generation and nurturing processes. One of the key features of Pardot is its form builder, which enables users to create custom forms that can be embedded on their website or landing pages. In this blog post, we will dive into the details of Pardot forms and discuss how you can use them to capture more leads and improve your marketing efforts. 

What is a Pardot Form?

A Pardot form is a web form that is built using Pardot's form builder tool. These forms can be customized to include various fields, such as name, email, phone number, company, and more. Once a visitor submits a form, their information is added to your Pardot database as a prospect. Pardot forms can be embedded on any website or landing page, making it easy to capture leads and track their behavior.

How to create a Pardot Form?

Creating a Pardot form is a straightforward process. First, navigate to the "Forms" section of your Pardot account and click "Create Form." Next, choose a template or create a new form from scratch. From there, you can add fields to your form, including standard fields like name and email or custom fields specific to your business. You can also customize the design and layout of your form to match your branding.

Once you have created your form, you can embed it on your website or landing page using a Pardot form handler. The form handler is a small piece of code that generates the HTML form code, which you can copy and paste into your website's HTML code. Alternatively, you can use Pardot's landing page builder to create a new landing page with your form already embedded.

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What are the benefits of using Pardot Forms?

Using Pardot forms can provide several benefits to your marketing efforts, including: 

  1. Improved lead quality: By using custom fields in your Pardot form, you can capture more detailed information about your prospects, such as their job title, industry, or company size. This information can help you qualify leads and tailor your marketing messages to their specific needs. 
  2. Better lead tracking: When a prospect submits a Pardot form, their information is automatically added to your Pardot database, allowing you to track their behavior and engagement with your marketing campaigns. 
  3. Increased conversion rates: Pardot forms can be customized to match your branding and provide a seamless user experience, which can help increase conversion rates and capture more leads. 
  4. Streamlined lead nurturing: Pardot forms can be used to trigger automated email campaigns and lead nurturing workflows, making it easy to follow up with leads and move them through the sales funnel. 
  5. Enhanced data insights: Pardot forms provide detailed reporting and analytics, allowing you to track form submissions, conversion rates, and other metrics to improve your marketing efforts. 

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Best practices for creating Pardot Forms

To get the most out of your Pardot forms, it's important to follow some best practices when creating them: 

  1. Keep it simple: Only include fields that are essential to capturing the lead's information. The more fields you include, the less likely people are to fill out the form. 
  2. Use clear and concise copy: Use language that is easy to understand and clearly communicates the value proposition of your offer. 
  3. Customize your form design: Use branding and design elements that match your website or landing page to provide a seamless user experience. 
  4. Test and optimize: Test different variations of your form to see which performs best, and optimize it over time to improve conversion rates. 
  5. Use progressive profiling: Use Pardot's progressive profiling feature to capture additional information about a prospect over time, rather than asking for all the information upfront. 
  6. Utilize dynamic content: Use dynamic content to personalize your forms based on a lead's behavior or demographic information. 
  7. Ensure mobile compatibility: Ensure your Pardot forms are mobile-friendly and responsive to provide a positive user experience on all devices. 
  8. Add form confirmation and thank you pages: Customize your form confirmation and thank you pages to provide a personalized experience and encourage the lead to take further action. 
  9. Integrate with CRM: Integrate your Pardot forms with your CRM system to ensure that lead data is seamlessly transferred and sales teams have the information they need to follow up. 
  10. Monitor and analyze performance: Monitor your Pardot form performance regularly and analyze the data to identify areas for improvement and optimize your marketing efforts.


Pardot forms are a powerful tool for capturing leads and improving your marketing efforts. By following best practices and customizing your forms to match your branding and business needs, you can create a seamless user experience and capture high-quality leads. With the help of Pardot's reporting and analytics features, you can continuously optimize your forms and improve your marketing performance. 


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