How to Create a Contact Page that Converts
Your company’s contact page is arguably one of the most important elements of your entire website. Is yours optimized to convert visitors into leads?
You put a lot of effort into driving prospects to your website so they can learn more about you, and hopefully reach out. Make sure you’re not missing the last step of converting visitors. Organizations with effective contact pages utilize the following best practices.
Your contact page should be representative of your brand personality. Even though it’s a sales page with serious potential, don’t get too buttoned up in your tone. Being overly formal in an attempt to appear professional on a key page will only drive audience confusion and distrust.
Maintain a consistent tone and feel with the rest of your site, and keep it authentic.
Set accurate expectations.
When someone reaches out via your website, will they be auto-enrolled in a generic sales sequence or booked for a custom consultation? Let visitors know exactly what they can expect so there aren’t any surprises when it comes time to follow-up.
It’s also a good idea to make it clear how long it will take for you to follow up. As a best practice, you should aim to respond to any incoming inquiries within two business days. That may or may not be feasible depending on the size of your team and the quantity of inquires you handle. No matter what your timeline is, make sure to communicate it clearly on your page.
Keep it light.
Your contact page is not the place for a novel about your company history. While it’s great to reiterate your value proposition, keep the page light on copy and graphics to streamline the user experience.
Make it easy to find.
It can be tempting to use fun brand terms on your site, but when it comes to the contact page, you want to ensure your labeling is clear. Stick to “Contact Us” or “Get in Touch” so visitors can easily find the right page. Include links in both the top navigation and in the footer of your website.
Humanize your team.
Especially if you provide customer support, include an image of your friendly team members. This is a great way to connect with prospects or customers and humanize your team. If a prospect feels like they’re engaging with a real person, they will already be more bought-in on the interaction.
Only ask the necessary questions.
Using a contact form is highly recommended over listing your email address. To minimize friction, only ask easy questions that your prospect knows the answer to. For example, if your B2B company targets individuals in entry- or mid-level roles, asking about the organization’s ARR is likely inappropriate.
Further, you should only ask questions that you need to know the answer to in order to have your next conversation. After three questions, the conversion rate begins to deteriorate on forms.
Look for creative ways to get more information with fewer questions. For example, an individual’s work email will give you their company website address and therefore their company name. Similarly, an individual’s LinkedIn URL will provide their full name, job title, organization, and more.
Link your social media pages.
Today, an active social media presence is crucial in our digital-first world. Make it easy for visitors to find you across the web by consolidating all social links on your contact page.
Don’t forget about SEO.
SEO should already be a key consideration for the rest of your site, your contact page should be no different. Consider how you’d like prospects to find you online and optimize your site to come up in those search results. Be sure to consider the focus keyword, meta description, headings, alt tags, and body copy of your page.
If you provide in-person products or services, it’s also a good idea to include a map and your address to let visitors know where they can find you and boost local SEO.
Follow through on inquiries.
There’s no better way to lose a customer’s trust than not following through. Ensure contact form inquires are directed somewhere you and any relevant team members can access. Keep in mind the timeframe you mentioned on that contact page.
If you’re worried about missing something, consider setting regular reminders to check for new messages and follow-up with leads that have come through the website.
Optimize your brand for conversions.
Converting ideal prospects starts with a great brand. Is yours aligned with your 2021 goals? Use our brand scorecard to evaluate your brand and make a plan for improving in 2021.