Website Feedback Form Template

What Questions Are in This Website Feedback Form Template?

Ten questions that move from context (who are you, why are you here) to evaluation (how's it working) to open-ended direction (what should we change). The sequence builds progressively — visitors who establish context first give more grounded evaluations. Here's what each question does:

• "How frequently do you visit our site?" (MCQ — More than once a week, Once a week, Few times a week, Less than once a month) — Your audience segmentation anchor. Regulars notice things first-timers don't — broken links, slow pages, outdated content. First-timers notice things regulars have adapted to — confusing navigation, unclear CTAs, missing information. Segment every other answer by this question and you'll see two different versions of your website through two different sets of eyes.
• "What brings you to our website today?" (MCQ — Gather product info, Seeking support, Making a purchase, Providing feedback, Other) — Visit intent is the single best predictor of whether your site succeeds or fails for that visitor. A visitor seeking product information needs different things than one seeking support. Cross-reference intent with satisfaction scores: if "making a purchase" visitors rate navigation lower than "gathering info" visitors, your purchase flow is harder to navigate than your informational content.
• "Please specify your reason for the visit" (Open-ended follow-up) — Catches the specifics that predefined options miss. This is where visitors tell you they came looking for your API documentation, your pricing comparison, or your customer stories page. Feed these into AI feedback analytics to identify content gaps — what visitors are looking for that doesn't exist yet.
• "Please rate your satisfaction with our website's navigation" (Rating scale) — Navigation satisfaction predicts overall site satisfaction more reliably than any other single factor. Below 3.5/5 means visitors struggle to find what they need. That struggle doesn't just frustrate them — it inflates support tickets, reduces conversions, and makes every other part of the site feel worse than it is.
• "Please rate your satisfaction with website user-friendliness" (Rating scale) — User-friendliness is broader than navigation. It includes form usability, button placement, text readability, mobile responsiveness, and whether the site behaves the way visitors expect. Compare this score against navigation: if navigation is 4.0 but user-friendliness is 3.2, the site structure is sound but the interface elements (forms, buttons, interactions) need work.
• "What is your favorite feature or category on our website?" (Open-ended) — What visitors love is as important as what they hate. This question reveals which parts of your site create value — and those parts need protecting during redesigns. Teams that only collect criticism end up redesigning away the features visitors actually use.
• "Is there anything we could do to make our site better?" (Yes/No) — A binary filter before the open-ended follow-up. The percentage of "Yes" responses is your improvement signal — if 60%+ of visitors say yes, there's significant room for improvement. If it's below 30%, your site is working well for most visitors.
• "Please describe the changes you're considering" (Open-ended follow-up) — The richest data in the entire form. Visitors who said "Yes" to Q7 are now telling you exactly what to change. Run these through thematic analysis monthly: navigation mentions, content requests, design complaints, mobile issues, speed complaints. Each theme becomes a prioritized backlog item.

Note: The survey also includes additional screens for overall experience rating, visual appeal, speed, and NPS — making this a comprehensive website feedback instrument that covers behavioral context, satisfaction metrics, and qualitative improvement direction in a single form.

Who Should Use This Website Feedback Form Template?

This template is built for teams that need broad, recurring feedback from website visitors — not one-time project-specific data:

• Product and marketing teams running a company website: You publish content, update pages, and redesign sections regularly. This form captures how those changes land with actual visitors. Run it continuously and you'll catch regressions within a week instead of discovering them in quarterly analytics reviews.
• SaaS companies with marketing sites: Your website is your primary sales tool. Visitor friction on the marketing site directly affects pipeline. If prospects can't find pricing, navigate to the right product page, or understand your offer, you lose them before they ever talk to sales. This form surfaces that friction.
• Ecommerce sites doing ongoing optimization: Between big redesigns, you're running A/B tests, updating categories, and adding products. The feedback form provides a continuous signal on whether those incremental changes improve or degrade the experience.
• Content publishers and media sites: Your visitors come for specific content. The "what brings you here" and "favorite feature" questions reveal whether your content strategy matches visitor expectations — or whether you're producing content nobody's looking for.

How to Customize This Website Feedback Form for Your Use Case

The default form works for most websites. Here's how to sharpen it for specific contexts:

• Add a competitor comparison question. For SaaS or ecommerce sites: "Have you visited a competitor's website this week?" with a Yes/No + follow-up. Visitors who've compared you to competitors give the most honest feedback about what your site is missing.
• Swap visit purpose options for your verticals. The default options (product info, support, purchase, feedback) work for SaaS. For a media site, replace with: reading articles, checking news, watching videos, subscribing. Match the options to your visitors' actual behaviors.
• Add a task-completion question for conversion-focused sites. "Were you able to complete what you came here to do?" (Yes/No) — the most powerful single question you can add. A "No" rate above 25% means your site is failing its primary job regardless of how pretty it looks.