5 Tips For Writing A High-Converting Contact Page
I’ve got to nail that contact page”...
… probably not your first thought when creating your new website. But without a clear contact page, you’re going to fall at the final hurdle. You’ve done all the work of showing up in the SERPs (search engine results pages), grabbing people’s attention on social media and getting them through your landing page amped to convert.
But now they’re faced with an uninformative, uninspiring page with a form that would make the most dedicated beaurocrat cry. So, what do they do? The sad truth is, they’ll probably give up and leave – and that’s bad news for you.
Instead of creating a contact page as a half-baked afterthought, give it the attention it deserves right from the start with these 5 tips.
1) Think about site navigation
Don’t squirrel your contact page away. Think about how and when people might get there and then make that step obvious.
You’re probably familiar with the concept of user journeys. Unless you run an eCommerce site where your sole goal is to get people to hit ‘buy’, your user journey ends when they get in touch or subscribe.
If your site map suggests most users will land on your contact page from your Home page, without having read much content… create a contact page that suits a luke-warm audience with little knowledge of your business. A.k.a. don’t just show them a form and hope for the best… provide the key information they need to feel confident pressing ‘send’.
On the other hand, if your users are likely to work through multiple web pages before getting in touch, keep your contact page short and sweet to avoid information-overload.
Standard practice says you should have a contact CTA in your website’s footer and header, plus at key points on other pages. Use in-text hyperlinks and full form sections to get the best conversions from your contact page CTAs.
2) Less isn’t always more
Conversion rates for contact pages are pretty low and the worst offending element is the form. According to Marketing Touch, a contact form conversion rate of just 1% is the norm. But ConversionXL says it doesn’t have to be like this – and I’m inclined to believe them.
Unfortunately though, there isn’t a one-size-fits-all solution to boost contact form conversion rates. The number and type of field boxes is highly dependent on your business and your offer. For example, ConversionXL reduced the number of fields in their contact form and found that it reduced the form’s conversion rate.
So, they switched tactics and kept the same number of fields but played with the format instead. By tweaking and optimising field labels, ConversionXL improved their contact form conversion rate by 19.21%.
Why might changing the format be more effective than reduces the amount of info you’re asking for? Well, for certain products, a short form might seem less trustworthy, or you might just remove the opportunity for your prospect to offer vital information.
So, instead of following ‘conventional’ advice, test different versions of the form on your contact page and use the data to choose the one that converts the best.
3) Context matters
As with most call to actions (CTAs), getting that click through is all about inspiring engagement – and to engage your reader, you need text that feels relevant.
So think about the context of your contact form. The words you choose need to follow well from every entry point, i.e. it should make sense regardless of the page of your website the user has clicked through from.
This comes back to the user journeys we discussed earlier. If you’ve spent the time mapping out how users will journey through your website to your main CTA, you’ll know which pages they’ll land from.
Use this information to check that all of the CTA copy that leads to your contact page matches the tone, style and information offered on your contact page.
4) Fill in the blanks
Free text fields work well for some businesses. If you’re a freelancer whose website needs to capture a lot of varied information about prospective clients, it’s a good idea to include a message box. But it doesn’t work for everyone.
Genuine users want to know what information you need from them and they want to be able to provide it in a quick and simple way. In this context, free form fields can seem like a lot of effort. So, use dropdowns, or be really clear about what information you want to provide.
Experiment with setting pre-filled options to help the user hone in their query quickly. Instead of asking “how can we help you?”, try “I’m here for…” and then list the most common options, like customer query, job vacancy, my item hasn’t arrived, etc. This will remove friction and boost conversions.
5) Manage expectations
When a prospect takes the time to get in touch, always let them know what to expect next. Contact pages that specify a response time perform better than those that let their users guess. So include this information in your form title, e.g. “Get in touch and we’ll get back to you within 24 hours”.
It goes without saying that you shouldn’t promise more than you can deliver. If your standard response time is 48-72 hours, be honest about that on your contact page.
The final word
By combining all these methods you can optimise your website user journey and boost the conversion rate on your contact page. But remember, there are no one-size-fits-all approaches to writing great copy so, whatever you decide to change, make sure you test and test again