Project overview
Forsikrings Info is a lead-generation website built in WordPress with Fluent Forms Pro for the Norwegian insurance market. The website itself is intentionally simple. The real value in this project sits in the form system, because the client’s business depends on collecting qualified insurance leads and passing them on to insurance companies.
Traffic comes from Google Ads and Facebook Ads, so the form needed to do more than accept a name and email. It had to gather enough useful information to make each lead valuable, while still keeping the experience structured and easy to complete.
Challenge
The core challenge was building a form that could handle many different insurance scenarios without becoming confusing. The first decision splits users into 3 parent categories: Private, Housing association, and Company. From there, each path opens its own set of insurance options and follow-up questions.
Users can choose multiple insurance types, so the form then needs to reveal only the questions that are relevant to those selections. That is what made this project much more complex than a standard contact form.
Form architecture
The final form structure included:
- 132 fields
- 56 elements with active conditional logic
- 19 step markers
- 3 parent categories
- 16 private subcategories
- 7 housing-association subcategories
- 14 company subcategories
Instead of overwhelming people on one page, the form moves in clear steps and expands only where it needs to. Different insurance choices trigger different paths for things like vehicles, property, travel, family coverage, or business-related policies. That gave the client much richer lead data without making the form unusable.
Result
The finished solution gives the client a proper lead pipeline rather than just a contact page. Submissions were connected into the client’s CRM workflow, with supporting options for email notifications and Google Sheets. I also added Facebook Pixel tracking with a dedicated lead event that fires only after a successful submission.
The form was first launched on forsikringsinfo.no, and later reused on stormforsikring.no as well. For me, this project stands out because the real product was not the website itself, but the conversion engine behind it.
