Customizing Your B2B Registration Form: A Guide for Wholesalers

Customizing Your B2B Registration Form: A Guide for Wholesalers

Did you know that 72% of today’s B2B buyers start their purchasing journey online? In today’s digital age, you’ll want to make sure you create a good first impression the moment B2B buyers find you. This is where your B2B registration form shines–a critical touchpoint in your customer’s buying journey. 

A well-crafted B2B registration form sets the tone for your wholesale customers’ experience with your brand. Moreover, it allows your business to collect valuable information to tailor the shopping experience for your valued clients. 

In this article, we’ll walk you through the benefits of customizing your B2B registration form and how you can tailor it to serve your clients better. So, let’s begin! 

What Are The Benefits Of Customizing Your B2B Registration Form? 

Data is an invaluable asset in today’s business landscape. B2B customers expect a personalized experience, and your B2B registration form can be a powerful tool to help you understand what they need. Let’s explore some of the key benefits of leveraging a customized B2B registration form: 

1. Enhanced user experience from the get-go

A customized registration form simplifies the onboarding process. By carefully identifying and selecting the most relevant fields, you make registration quicker for your clients. In turn, this reduces friction early in their buying journey, which lessens the potential of clients abandoning your process due to its complexity. 

2. Data-driven decision-making and personalized marketing 

Custom fields in your B2B registration form enable you to gather valuable customer insights, including their industry, communication preferences, and specific requirements. This makes it easier to segment your wholesale customers and offer pricing structures and products that align with their needs. 

Moreover, this serves as a key to personalizing your marketing efforts. For instance, knowing their desired communication channels allows you to send targeted promotions through their preferred means. In turn, this increases the relevance of your marketing efforts and enhances their experience with your business. 

3. Efficiency and accuracy

By tailoring your B2B registration form and asking for the details that matter most for your business, you also streamline your own processes. Tailored fields ensure you collect essential information right from the start, minimizing any back-and-forth communication. It also allows you to review every sign-up based on your set standards, expediting account approvals. 

4. Improved website security

Customized B2B registration forms can incorporate protection measures such as CAPTCHA and honeypot anti-spam functionality to protect your business from threat actors. By adhering to data protection best practices, you not only meet regulatory requirements but also build trust with your clients.

How To Customize Your B2B Registration Form Using Wholesale Lead Capture 

If you serve wholesale clients on your website, you’re likely interested in gathering extra information to serve them better. However, the default WooCommerce customer registration form typically requests only the customer’s email upon signup. 

With Wholesale Lead Capture, you can customize a B2B registration form tailored to your wholesale clientele. In this step-by-step guide, we’ll walk you through how you can leverage this powerful plugin to customize your B2B registration form to improve the customer experience. 

Wholesale Lead Capture
Wholesale Lead Capture

For this tutorial, we’ll assume you’ve already set up your WooCommerce store and installed the latest version of Wholesale Lead Capture. 

Upon installing and activating Wholesale Lead Capture, the plugin automatically creates three pages for you: Login, Registration, and a Registration Thank You page

You can modify the settings of your B2B registration form by navigating to WooCommerce > Settings > Wholesale Lead. This will give you access to the following tabs: General, Built-In Fields, Custom Fields, Emails, Security, and Help. We’ll briefly touch on some of these features as we move along. 

Wholesale Lead Capture settings
Wholesale Lead Capture settings (click to zoom)

Step 2: Customize your Built-In Fields 

To tailor your B2B registration form’s default fields, navigate to the “Built-In Fields” section within the Wholesale Lead Capture settings page. Here, you’ll encounter a list of default fields, including: 

  • First Name (required)
  • Last Name (required)
  • Phone (required)
  • Email
  • Username
  • Company Name
  • Address
  • Password
Wholesale Lead Capture Built In Fields Settings
Navigate to Built-In Fields (click to zoom)

These fields pre-fill your customer’s account with essential information, ensuring a smoother checkout process without having to enter the same details upon checkout. However, you still have the flexibility to rearrange or disable default fields (except for the required ones) to cater to your preferences. 

After modifying your Built-In Fields, make sure to click “Save Changes” to apply your settings. 

Step 3: Add Custom Fields

This is where the flexibility of Wholesale Lead Capture shines. Using this plugin, you can create additional custom fields to collect relevant information from your wholesale customers. By collecting information that matters most for your business, you can streamline the customer account approval process and minimize unnecessary delays.

You can add different types of fields, including Text, Text Area, Number, Email, URL, Select, Radio, and Checkbox. To create a custom field, simply fill out the following details: 

  • Field Name: This is the label your customers will see next to the field on the registration form.
  • Field ID: This identifier is crucial for managing and storing the data submitted by wholesale accounts. 
  • Type: Choose the field type that best suits the information you want to collect. Options range from simple text fields to dropdown menus and checkboxes.
  • Field Order: Set the placement of the custom field within the registration form. 
  • Show on the checkout page: This option allows you to determine whether the custom field should be displayed on the checkout page in addition to the registration form.
  • Required: Indicate whether the field is required for users to complete during registration. 
  • Enabled: Tick this option to include the custom field on the registration form visible to your wholesale customers.
Custom Fields for your B2B Registration Form
You can create your desired custom fields using Wholesale Lead Capture (click to zoom)

What are some custom fields you may consider adding for your wholesale customers? 

As a wholesale business owner, there is a lot of valuable information that you can consider collecting to improve the customer experience and streamline your approval process. For instance, you may ask for: 

  • Communication Preferences: Ask for your customer’s preferred communication channels, such as email, phone, or fax, to tailor your marketing efforts accordingly.
  • Product Preferences: Allow customers to share the types of products they are interested in, making it easier to recommend relevant items.
  • Website URLs: If your B2B customers have an online presence, collecting their website information can help you better understand their business.
  • Special Requirements: Provide a text field where customers can enter specific requests, special shipping instructions, or other relevant notes.
  • “How Did You Hear About Our Business?”: Understanding how wholesale customers discovered your business could provide insight into the effectiveness of your channels, SEO efforts, or marketing campaigns. 

Step 4: Set your approval process

Now that you’ve modified your B2B registration form, it’s time to configure your post-registration process. To access these settings, navigate to the General tab in Wholesale Lead Capture settings and scroll to Lead Actions

By default, Wholesale Lead Capture assigns the “Wholesale Customer” user role to new signups. However, you can modify this by selecting your new designated user role in the “New Lead Role” option. 

Post-registration settings in Wholesale Lead Capture
Configuring post-registration settings in Wholesale Lead Capture (click to zoom)

Now, let’s explore your options for approval. Using Wholesale Lead Capture, you can easily set up a manual or automated approval process.

  • Manual Approval Required: If you tick this setting, new wholesale customers will not gain immediate access to wholesale pricing and ordering. Instead, the system will notify you (the administrator) when a new user registers. As such, you’ll have the opportunity to review and approve or deny their request for a wholesale account.
  • Automatic Approval: Selecting this option streamlines the onboarding process for your wholesale customers. Once they complete the registration form, they will gain instant access to wholesale pricing and the ability to place orders.

It is important to choose an approval process that aligns with your business strategy and capacity. Manual approval provides more control and oversight, while automatic approval offers a seamless experience for your customers. 

When you’re satisfied with your settings, scroll down and click “Save Changes.” 

Step 5: Configure your security settings 

Wholesale Lead Capture protects your B2B registration form with honey anti-spam functionality. You also have the option to add another security measure by enabling the reCAPTCHA field. To access this option, navigate to Wholesale Lead Capture settings, then click on “Security.” 

Then, tick “Enable Recaptcha.” You can access your website’s unique reCAPTCHA by visiting

Wholesale Lead Capture security settings
Security settings for Wholesale Lead Capture (click to zoom)

Make sure to click “Save Changes” to save your settings. This extra measure ensures the security of your B2B registration form and protects your website from unwanted spam submissions. 

Step 6: Publish your form

So you’ve successfully tailored your form for your business, the next step is to publish it for your B2B customers to use! Wholesale Lead Capture makes this a breeze by providing you with a shortcode that you can effortlessly embed on any page on your website. By default, this shortcode is “[wwlc_registration_form].” 

Navigate to the page where you want to insert your registration form and click “Edit.” Then, once you access the Page Editor, insert a Shortcode block and paste the shortcode into the text field. Don’t forget to click the “Enter” key and update the page. 

Insert the short code to your registration page
Insert the form’s shortcode to your desired webpage (click to zoom)

Once you’ve completed these steps, your customized B2B registration form will be automatically integrated into the chosen webpage, ready for your wholesale customers to use!

Here’s an example of how it will look in the front end for your customers:

Sample wholesale registration form
Example of a B2B registration form made using Wholesale Lead Capture (click to zoom)


In today’s digital era, where B2B buyers often begin their purchasing journeys online, the importance of making a good first impression cannot be overstated. Customizing your B2B registration form is one of the best ways to provide a better onboarding experience, setting the tone for a successful business relationship.

In this article, we’ve explored some of the key benefits of tailoring your B2B registration form: 

  1. Enhanced user experience
  2. Data-driven decision-making
  3. Efficiency and accuracy
  4. Improved website security

We’ve also provided a step-by-step guide to customizing your wholesale registration form using Wholesale Lead Capture. Let’s recap them below: 

  1. Navigate to Wholesale Lead Capture settings
  2. Customize your Built-In Fields
  3. Add Custom Fields
  4. Set your approval process
  5. Configure your security settings
  6. Publish your form

While your B2B registration form may seem like a simple feature on your website, it has the potential to improve the overall customer experience and provide your business with valuable insights to serve your customers better. With the help of powerful plugins like Wholesale Lead Capture, you seamlessly tailor these forms to fit your unique business needs. 

Do you have any questions about customizing your B2B registration form? Let us know in the comments section below! 

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