How FreeToolsLand uses FormSense to understand its audience
FreeToolsLand is a directory of free tools created by indie hackers and companies. These tools are standalone and usually solve a single, specific problem. They are built to attract traffic and convert visitors into users or leads.
FreeToolsLand doesn’t build the tools. It curates them. The goal is to give inspiration to makers, founders, and marketers by showing how others use free tools to grow their products.
The problem: no real feedback loop
The website was getting traffic. People were visiting and browsing tools. But Axel Schapmann, the creator, had no clear idea of who these people were or what they were looking for.
Analytics tools showed numbers. But not context. Not what kind of people were landing on the site, and why.
The solution: a simple form powered by FormSense
To solve that, Axel added a FormSense form on the homepage.
The form asks two quick questions:
- What do you do?
- What's your main goal right now?
Based on the answers, it suggests relevant free-tool ideas. This makes the experience useful for the visitor while also collecting qualitative insights.
The form was built and embedded in minutes, without writing any code.
The results: 50 real responses in one month
After just one month, Axel received 50 thoughtful responses. Not just random clicks or fake data. These were real people describing their background and needs.
This revealed a key insight: most visitors are solopreneurs or early-stage startup founders.
What changed thanks to the form
With these answers, Axel was able to:
- Rewrite the landing page to speak directly to solo founders and startup teams
- Adjust the categories and tool highlights based on visitor goals
- Prioritize new content and features that match actual user needs
Instead of guessing, he now has a feedback loop to guide decisions.
Why it worked
- Simple, no-code setup
- Useful both for Axel and the visitor
- Insightful without being intrusive
FormSense helped turn anonymous traffic into clear, actionable understanding.
Want to understand your audience without guessing?
Add one smart form. That’s what made the difference.