Journal
What a booking form should actually ask
A booking form is a negotiation you only get to have once. Every field screens a little harder and costs a few more men the patience to finish. The art is knowing which fields are worth that price.
Two failures, opposite directions. A form that asks nothing lets everyone through and screens no one. A form that asks everything reads like a customs desk, and the good clients — who have options — simply close the tab.
Ask what qualifies
The fields that earn their place tell you he is real and serious: how to reach him, when he wants to see you, the shape of the booking, and whatever your screening genuinely requires. Each of those does work. Everything else is friction.
Frame it as normal, not as an interrogation
The same question reads completely differently depending on tone. Ordinary fields, plainly labelled, feel like a booking. The same information demanded suspiciously feels like an accusation. You are confirming a booking, not vetting a suspect — the form should sound like it.
Every field is a small toll
Before you add one, ask what it screens. If the answer is "nothing, but it is nice to know", cut it. The shortest form that still protects you is the one that converts.
Ask for exactly what you need to say yes. Not one field more.
A booking form tuned to screen without repelling is part of every Signature build.
Your name. Your rules. Your own stage.
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