Cracking the Conversion Equation
The first rule to remember is your form is only as good as the content it's guarding. Think of your form as a fee for entrance. Any original resource that's so valuable it might otherwise come with a price tag is definitely going to be good enough to gate.
Also keep in mind that every time you use a web form to gate content, you're asking people to give up personal information in exchange for something they haven't even seen yet. Build trust by designing and deploying forms that follow best practices, adhere to your brand standards and only ask for the information you need right now.
Chris Lucas is the vice president of marketing for Formstack, an online form-building application. Follow Chris on Twitter at @chris_c_lucas.