The contact page is one of the most overlooked pages on a website.
Like many people, you may think the contact page isn’t a very sexy or engaging page. But in reality, your contact page (like your Terms and Conditions) is a strategic opportunity.
With the right content, your contact page can engage your customers, build your audience, and ensure an outstanding online experience.
Overlooking a contact page strategy can mean customer frustration trying to reach you, wasted time as you respond to emails unnecessarily, and even lost business.
Let’s dig into three key tips to help your contact page drive conversions for your website.
Be sure people can find your page easily.
First off, remember that your contact page is there to engage with customers. You want them to be able to find what they’re looking for quickly and easily.
People are busy. They don’t have time to browse your website, trying to find a phone number or email address. Your website has only a few seconds to make an impression, and people will move on if they can’t find what they’re looking for.
It takes dedicated brand loyalty for a customer to spend more than a few seconds finding a way to contact you. You must be strategic if you’re hoping to build that loyalty, reach new customers, and ensure a better online experience for your current customers. Place your contact page where they expect to find it.
Your contact page should be clear in your website menu — don’t make people hunt for it! For English-language websites, the standard placement is to the far right in a horizontal menu, or the bottom item on a vertical list.
Although you could place your contact page anywhere you want, think again about what people expect — and make it easy for them to find your content.
Make it simple for people to fill out your contact form.
Your contact page should feature a simple contact form.
Some websites will just list an email address rather than a form. People oftentimes think that this email address will reduce the number of spam messages they receive. And yes, you will see less spam from a form — because you don’t have a form.
You will also likely see less engagement. Why? Because an email address creates an extra step for people. They have to copy your email address and paste it into their email platform (Gmail, Outlook, etc). Even clicking on a linked email address still requires an extra step by opening a new window.
Rather than requiring an extra step, make it easy for your customers. Use a contact form with spam protection. That way you aren’t buried in unwanted messages, and your customers have an easy time reaching you.
Speaking of the form, make it simple. Some forms ask for too much info — they want your first name, last name, phone number, email address, home address, best time to contact you, favorite color, astrological sign…you get the idea.
Especially on a general contact page, keep your form short and sweet. Their name, email, and message are all you need.
The only exception is if you prefer to contact people by phone, in which case align expectations by requesting their phone number rather than their email address.
Predict their needs to create a better audience experience.
Finally don’t waste the rest of your contact page. Just because you have a form doesn’t mean that your page is complete.
Many people come to a contact page because they’re looking for other information. They may have questions about your products or services, or they want to know your availability.
You can answer these questions right away on the contact page without requiring an email and response from you. Think from the perspective of your website audience, and save time by adding helpful links that answer common questions you received from customers.
How can you improve your contact strategy?
Contact pages are just one of the many pieces in your larger website strategy. Looking for a strategic new site that grows your business? Get in touch to inquire about our current availability.