I had a mentor a few years ago who said something that really stuck with me. He said, "all money flows through forms". This was so simple and so obvious that I didn't understand the implications at first. Instead of looking at forms as static elements on par with other page elements, this statement implies that forms are THE most important element. Of course, the content goes hand in hand with forms - if you don't have the content people want they won't be using your forms - but the ideal user flow culminates in some sort of form submission. Below, I outline three design concepts to elevate your form design and improve form submission rates.