One of the most important ways a business reaches their audience in today’s tech-savvy world is through their website. Your entire website (done right), should clearly communicate your core brand values and what you have to offer, raise awareness of your business, and generate leads, but your contact page, in particular, is a prime piece of real estate that you don’t want to neglect.
Often, your contact page is the final page your visitor will land on once they’ve investigated your website thoroughly and decided they trust you enough to try to get in touch. Think of your contact page like your “make it or break it” moment.
They can either land there and be just as impressed as they have been up until that point, eager to reach out—or they can land there and click away, because your contact page didn’t intrigue them enough to bother with closing the deal. Obviously, you want them to reach out!
So, here are a few tips to help you ensure they do just that.
Make Sure It Works
Sounds like a “duh” moment, but you’d be surprised how many contact pages on the web simply don’t function the way they are supposed to.
If you’re using a contact form or, you need to test it and make sure all fields work correctly. If you have a way for people to call, email, or Skype you, you need to make sure those links aren’t broken and do their job.
Subscribe to the K.I.S.S. Ideology
People like easy, and typically will choose the path of least resistance. Don’t overcomplicate things and make them jump through hoops merely to talk to you. Unless you’re in extremely high demand, most won’t even bother. They’ll simply take their business elsewhere, to a company that makes their communication process simple and straightforward.
Consider Your Form
If you’re using a contact form, don’t use a gazillion fields. Again, think simple. Ask for basic information that will help you respond to them appropriately to address their need, and that’s it. Don’t ask for info you don’t need and will never use. That’s tedious, and most won’t bother.
Also, you might consider only making certain fields such as their email address “mandatory.” Not everyone will want to fill out a form completely, and if you force them to, they may balk and decide not to bother.
Share Your Process
You don’t have to be verbose, but some brief instructions on what you would like your visitor to do, what happens after they do it, and how long it will be before they can expect to hear from you can be helpful and put people at ease. You can also include a CTA (call-to-action) to give them a proper nudge.
Stay on Brand Design-Wise
Your contact page shouldn’t deviate from what the rest of your site looks like in regard to design and branding. Those things should remain the same. However, you can experiment with adding things like photos, as well as client testimonials, awards, and distinctions that may be relevant.
Considering Using a CRM
This is especially helpful if you want to avoid the marketing versus sales team dance. Use a CRM to collect your data, and then streamline the process so that the right information goes to the right people and departments.
A contact page done well can be a gold mine, but ultimately, contact pages are as different and varied as anything else in life. Your contact page should reflect your values, and your brand, and showcase how you do business differently than your competitors. Just remember that first impressions count and communicating anything less than your best could cost you, clients and customers.
Moral of the story? Don’t neglect your contact page.