The contact page on a website is usually an afterthought and most often overlooked. Yet, it is the most important page on your website because allows your leads to contact you so that you can ultimately close sales. A well designed contact page guides visitors to the answers they need and helps them ask their questions more effectively, significantly improving their user experience. It also informs visitors where you are located and how they can follow you on social media. If your website is not generating enough leads, you should consider optimizing your contact page with the following best practices.
Be Prominent & Conventional
When it comes to your contact page, don’t try to be creative. It is generally called Help & Support or Contact Us and it is usually the last menu item in the top right corner of your website. Naming or placing the link anywhere else would frustrate your users because they may not find it. Don’t make your prospects hunt for your contact page. Make the link prominent and stick to the conventional menu name and location.
You should also start with a greeting and welcome message to make your contact page look warm and inviting. Even though most contact pages are simple and predictable, you should take this opportunity to be unique and stand out. We recommend a drag and drop page builder like Divi so you can be more flexible and creative with your website design without knowing any code.
Research shows that people are more drawn to faces so adding photos of your team makes it more personable and welcoming. Using genuine faces and names of your customer service and sales teams humanizes your company dramatically increasing interactions and engagement.
Be Helpful & Centralize Support
Remember that it takes about 13 touch points to convert a visitor into a customer so providing all the different ways to reach out is critical. Apart from the obvious, address to show that you are local, phone and email information, you could be helpful by including other locations, department emails, and links to FAQs or training videos. Furthermore, you can provide links to social media pages and an email subscription form to keep in touch with your customers and prospects.
Give Users a Reason to Contact You
It may be obvious to you but you should explain to your visitors why they should contact you. Let users know what kinds of questions you can help them with. Doing so would enable you to collect more contact information and allow you to connect with them via social media or email marketing so that when they are ready to buy, you are top of mind!
Minimal Form Fields
Every additional form field you add to your contact page is another barrier preventing you from gaining more leads. Keep your form short, simple and to the point. Only ask the questions that are absolutely necessary for a salesperson to contact them. Name, email, phone number and email and a text area for their question are probably the only fields you need to understand their question and start a conversation. When in doubt, keep it simple.
Do not Submit!
According to HubSpot, using a submit button out of laziness because it is the default coding could be costing you valuable leads! There are other contact form button phrases that are less committal and imply lower a lower investment of time and effort thereby increasing your conversion rate. Here are some alternative button names that perform significantly better:
- Get Help
- Contact Now
- Talk to Us
- Get Started
- Free Consultation
- Grow your Business
If you are a larger company with customers and prospects contacting you for many, different issues, you may want to create an adaptive form where you ask your visitor to categorize their issue and then use that selection to show them more relevant questions. Check out Zapier’s contact page for a great example of this.
Reduce Form Abandonment
The longer the form, the less likely it is to convert because users get tired and abandon the form before they can complete it. To squeeze more leads out of your existing traffic, try these form abandonment add-ons that help you capture partial entries from your forms.
There you have it: our list of contact page awesome practices. Take a look at your contact page and see how it stacks up and see if you can make some changes to give your visitors a better, easier and more helpful user experience. As always, if you need help implementing any of these contact page tips, please reach out to our San Francisco web design and development team.