American Business Center | Contact Page Tweaks for your Business
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Contact Page Tweaks for your Business

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09 Nov Contact Page Tweaks for your Business

Have you ever thought of the importance of your website’s contact page? There’s a good chance you haven’t, and that’s actually a big mistake. It always feels like there are more important landing pages for you to worry about. But that’s not true — your landing is the most evergreen content you have on your website.

Through a contact page you’re opening a gateway for customers to reach out to you, whether it is to place an inquiry, make a complaint or just ask a few questions. Whenever something’s up, they’ll go for the contact page. The way it’s built talks about the way you’re willing to work with an incoming contact, and how seriously you are taking it. Obviously, you should be taking it very seriously. There are no warmer leads than people who are actively trying to reach you. Let’s go have a look at some pro-tips for making your contact page more welcoming and accessible.

Only ask for the essentials.

The potential customer is coming with a question or an inquiry, but it’s you who starts asking them to fill in their personal info first. Now, if you look at your form and realize that it looks more like a census form than a quick way to get in touch with your company, there’s something very wrong with it. You want to be asking people for the bare minimum of information. Put in as few informational fields as possible, and make as few of the ones that you do put there “mandatory” as possible.

If you really need to collect more information about your leads, try making the contact form two-step. There’s a slightly higher conversion rate for multi-step forms than for large single-page forms. But both cases are substantially below “bare minimum” forms.

Keep it clean & simple

Avoid building up walls and barriers between the customer and you. Don’t put any redundant information on the contact page. Make it clear and straightforward.

When using a contact form, also consider actually sharing your e-mail address and, if possible, a phone number where someone will take care of the customer’s needs in real time. I understand that this may not be an option for every business, but providing some direct contact info instead of just a few blank windows feels much more personal. It also doesn’t make the customer feel like they’re never going to hear back from anyone, ever, because their message just fell into the abyss of an anonymous contact form.

On a related note, you really want to double-check your grammar, spelling, and have a good look at your pages design. Here are three great examples of contact pages to get you started:

FAQ – yes or no?

I’ve had this experience a million times, and I’m sure you have, too. You have a specific question about a product, or you need assistance, and all the company does for you is send you to the FAQ section. Sometimes I can click through all the options and receive my answer, but even when I can, it’s often a frustrating experience. I just want an answer to a simple question. Or worse, I want an answer to a complicated question, and I know in advance there’s no way the FAQ or “Knowledge base” is going to help.

Being chased through a FAQ section without getting a chance to actually get in touch with the company is extremely off-putting and annoying.

If it’s a specific customer support contact, it’s okay to have a customer scroll through the basic FAQ section right before getting to the contact form, but let them get to it, and let them say what they need to say to you.

Add a dash of personality

Being able to make a customer feel connected to you even before contacting you is an excellent way to build trust.

It doesn’t matter what your company is doing – whether it’s marketing, plumbing, consulting or interior design. You want to show the customer that whatever the business is, it’s people doing it for people. So if you can, avoid boring, rigid and plain designs, and try to add a touch of playfulness and human presence. As I mentioned above, design matters. Get creative and let your brand shine through the design. This is the place from where the connection happens, so give it the same amount of attention you would give to someone entering your store or workshop for the first time.

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john@flcp.com