When you created your website, your Contact page was probably written as an afterthought. You most likely added “Contact” as your header copy, embedded the 3-line form template that came with your CMS (name, email, message), and called it a day.
Here’s why your Contact page is losing leads:
When someone comes to your site looking for a perfect-fit solution to their problem, they instinctively begin the process of collecting bits of information and putting them together, kind of like a puzzle. Your website copy should strategically hand them the next piece of the puzzle as they work their way down the page and through your site. This way the full picture of what it looks like to work with you and your ROI comes into focus easily. Your Contact page is the very last piece of the puzzle and completes the picture.
Depending on your reader’s Buyer Type, a bare-bones Contact page can:
Make contacting you feel transactional instead of personal (The Relator)
Trigger a risk-averse lead to get nervous and bounce (The Thinker)
Plant the seed that you’re inexperienced or amateur (The Director)
Kill your brand vibe and erase feelings of belonging and goodwill (The Socializer)
Here’s how to boost contact page conversions with 11 best practices for higher inquiry form submissions.
By this stage in their journey, your reader is 99% bought in and ready to contact you, but with a few personal touches, you can take them over the finishing line and prime them to sign on the dotted line before they’ve even dialed into Zoom.
1) Include a photo of yourself, looking toward the camera.
People buy from people. We’re hardwired to respond to seeing another human face with positive emotions.
2) Greet your reader!
You’re so much better than a stark “Contact Me” header. Try, “Ready to do this?” “Hello, Sunshine!” “Let’s chat!”
3) Tell them what to do, directly.
Example: Fill out the form below…
4) Make it clear when they can expect to hear from you.
Example: I’ll reply within 48 business hours.
5) Embed a scheduler so clients can instantly book a time, without engaging in back-and-forth emails.
6) If you have a form, make sure it’s mobile-friendly and not too long.
Forms are notoriously difficult to complete on phones so keep it to 10 questions, max.
7) Make them aware of your availability.
Example: “Please note that I typically book 4-6 weeks in advance.” This can help convert someone who’s subconsciously thinking of dragging their feet or procrastinating.
8) Consider embedding a short video message welcoming your reader and reinforcing that they are making a good decision.
People buy from people they trust. See point #1, above.
9) Add a strong testimonial or two to the page.
Other social proof mechanisms like logo banners work here as well.
10) Remind them of any risk-free policies.
Example: “The first call is free!”
11) Add an appropriate opt-in to the end of the page.
Ideally, this is a freebie that demonstrates the value of your services or teases what they can get/achieve with your help.
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