Your contact page on your website needs to feature your name, address and, well, contact details. Right? Yes. But just because it sounds simple, doesn’t mean you shouldn’t put as much thought into your contact page as any other page.
Often viewed as the last and easiest page of a website to put together, contact pages are often overlooked in a web build. But, they’re actually one of the most viewed pages on a website.
Here’s why you need to capitalise on your contact page, and what you should be keeping in mind for a contact page that’s effective as possible.
There are many reasons browsers look at your contact page
If someone likes the look of you online, they’ll want to find out more about you. This is over and above liking the look of your home and products, or services, pages. The next thing they’ll want after that is information about you and your business.
They could jump to the about page. This is the obvious next click, and could very well be, but if this page doesn’t give them what they want, or they want a shortcut, they may go straight to contact.
Some websites are so highly designed, so clutter- and junk-free they tend to be minimal, without too much bio information, or even a name.
If you’re website is minimal like this, with no geographical detail or names, browsers will often look at your contact page to find out where you are in the country, what premises you occupy and your name, or name of someone in your team.
Browsers need to check you are real
Ok, it’s not going to matter too much, if you trade or provide your services online, whether you’re based in Sheffield or Edinburgh. But what browsers are looking for in a location, is proof that you are a legitimate business, with a real presence and track record.
Address details, along with contact names of real people, and a genuine contact invitation are all signs of a legitimate, reliable presence, and therefore a business that browsers could potentially work with.
Make it obvious you want to be contacted
It’s amazing how many businesses use the contact page to go on about themselves, resulting in contact-confusion for the browser! Is it a contact page, or is it a testimonials page? You should make it as obvious as possible that what you want is the browser to contact you. Yes, it’s a brand opportunity, but don’t confuse the call to action with lots of other messaging.
Offer many ways to contact you
Remember, this is the contact page, so go for it and give all the options. Give a contact number, names of relevant team members, for example, Sales, Support, etc. email addresses, and also an easy-to-fill-in contact form. Include your social media icons and invite interested browsers to connect with you and learn more, perhaps by signing up to a newsletter.
Offer a real invitation
You want people to contact you and speak to you, or get more information online, about the products and services you offer.
Ask yourself what the barriers are to your ideal customers contacting you. Write to address those barriers. If your products and services are technical, it’s likely that potential customers don’t know what to start asking. They may know they need something from you, but are unsure what. They may need advice, so they are looking for trustworthy, helpful contact.
Or, browsers may want to find something specific out about your products and services that will answer their needs. Or, they may see potential for working with you in the future and are interested in discussing your future plans, development and approach.
There are so many potentially positive reasons a browser may want to contact you that you don’t want to shut down any opportunities with a cold, stark contact page, and reductive contact form that won’t accept freeform queries.
Are you happy to chat?
If you’re delighted to chat, say so.
If you offer free advice or consultations, say so.
If you answer every online query within two hours, say so.
You can be politely encouraging, with ‘Please contact us today’, ‘Please speak to us’, ‘Please don’t hesitate to bend our ears’.
Whichever way you want to say, ‘contact us’, it should be in the way that speaks your brand and tone of voice. And don’t forget that ‘please’ goes a long way, and in itself gives a strong message of approachability and your intention to look after their needs.
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