Ever been handed a messy, over-complicated form and thought “Nope”? Here’s how to create user-friendly forms that look great, flow well, and get the responses you need, whether you are using Jotform, Google Forms, or building from scratch.
In my network, I am known as the Form Fairy (and there may have been one or two other names over the years too – “Form Queen” springs to mind! 😄). Why? Because I get genuinely excited about creating clear, well-laid-out forms. The kind that people actually complete easily, so you get the information you need.
When I talk about forms, I do not just mean online forms or official paperwork. It could be anything that helps you collect information from someone — a client onboarding form, an event booking form, a contract with fields to complete, a PDF that needs filling in, or even a beautifully designed enquiry form on your website. If it is something that needs to be completed and returned, it is a form. And the way it looks and flows really does matter.
I have worked with forms for years, and one thing is very clear. When forms are well designed and easy to complete, people tend to fill them in and submit them. But if they are poorly designed, many will close the tab and not bother, or only half-heartedly answer the questions. Frustrating for you, to say the least.
There are loads of form tools out there now. Jotform, Google Forms, Microsoft Forms. They all have their place. But whatever platform you use, good design and structure really do make all the difference.
This is not about fancy fonts or branding. It is about flow, space, and usability. Here are my top tips for creating forms that actually get completed.
Choose the right tool for the job
Google Forms and Microsoft Forms are both good options if you need to collect responses digitally and view those responses easily, for example, in a spreadsheet or dashboard.
I have been using Jotform a lot recently, and it has come on in leaps and bounds. You can now do some very clever things with logic, automation, and layouts.
But sometimes, if you need something more complex, the best option is to create the form from scratch. I often use Adobe InDesign for this, which gives you full control over layout, spacing, flow, and branding. It is ideal for things like client contracts, onboarding packs, or any form where the structure really matters.
You can also create forms in Canva if you want something that looks a bit prettier. This can work well for simple forms or branded downloads, but I would not recommend it for anything complex, where you need precise layout control.
If you are sending a form out to clients that is not going through Jotform, Google, or similar platforms, I would highly recommend converting it to a PDF. If you have the ability, you can add interactive form fields so that people can type straight into the PDF. If they are going to print and complete it by hand, a PDF will ensure the layout stays exactly as you designed it.
I have seen Microsoft Word used for forms many times. Please, please don’t use Word if the form is going to be completed electronically. Word is great for documents and general typing. Yes, you can create tables, which can work for printed forms, but here is the big problem. If someone is typing their answers and they press return for a new line or enter a lot of text, it will shift the layout down the page. What started off as a nice, neat form soon ends up looking a mess, which doesn’t give a very professional impression. If you do use Word, definitely consider converting the form to a PDF before sending it out.
Design basics that make a difference
You don’t need to overthink the design, but it does need to be clear and consistent.
- Line everything up properly. Messy layouts are an instant turn-off
- Other than the main heading and possible sections headers, stick to one font and size throughout. Avoid the temptation to mix and match
- Allow enough white space. Do not cram everything onto the page
- Leave enough room for people to write or type their answers, especially if it is printable
- Be consistent with elements like tick boxes, input fields, and headings
- Use subtle lines or grids if needed to anchor the layout and guide the reader’s eye
- If you use a coloured background, make sure any area where someone will write or type their answers is left white
- If you are expecting someone to print the form at home, try to keep colours to a minimum (you don’t want to use up half their ink cartridge).
The importance of flow
A form is not just about what you are asking. It is about the order you are asking it in.
- Start with the basics, usually name and contact details, and then work down logically
- It is fine to reference another section, such as “see section C,” but keep related questions together in the same section so the user is not constantly jumping back and forth
- Make the questions flow naturally, top to bottom and left to right, depending on what is being asked
- Do not try to squeeze everything onto one page just to save space. If the content needs multiple pages, split it in a way that is clear and easy to follow
A good form should feel like a gentle walk, not an uphill trek in the snow!
Final touches to consider
- How will the form be completed? On screen or printed? That affects your font sizes and spacing
- Will the form be returned digitally? If so, interactive PDF fields can make a big difference
- Branding. Keep it subtle but professional (logo, colours, headings)
- Always test your form. Fill it in yourself, or better yet, ask someone else to. They will often spot clunky bits you missed
Summary: 5 things to keep in mind
When a form is simple, clear, and easy to complete, you will get more, and better, responses. Here is what to remember:
- Choose the right tool for the form’s purpose
- Keep the layout clean, consistent, and with enough space
- Make the form flow in a natural, logical order
- Do not overload one page. Split longer forms clearly
- Always test it before sending it to others
Keep these tips in mind and your forms will feel easier to complete and much more likely to get a proper response.
Sadly, when forms are a pain to complete, people often won’t bother. But a form that is easy to follow will get you the details you need, faster, and with far fewer follow-ups.
If your forms could do with a tidy up or a bit of design magic, it is something I genuinely enjoy doing for clients. Just pop me a message. See further details here
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