But, your Contact Us page is a powerful way to connect with your customers, generate leads, and provide support. And for SMB owners, it’s an often overlooked opportunity to connect with customers through social media. According to data from SMB DigitalScape, nearly 66% of SMB websites are missing an information-request form, and less than 20% link to their social media sites.
You can collect important information from customers such as email addresses, location, and products of interest. It also provides transparency to your customer base about where you’re located and how you can easily be reached for customer support, thus increasing the trust of site visitors. Build the quality of your brand, nurture client retention, and grow your customer base by designing the perfect Contact Us page.
Create an engaging, informative, and easy-to-use contact form with these steps:
Collect the right information:Strive to achieve balance in an experience that’s easy for users, but informative for you.
Keep the required number of fields to a minimum. Name, email or phone number are usually enough required fields. Additional fields can provide great insights into your target audience. Make additional fields optional, and be careful with how many you request. Longer forms don’t necessarily mean fewer conversions or increased bounce rate as reported by an Econsultancy study.
You can increase the quality of leads you’re generating by adding sections or questions that are highly relevant to your customers. Just be sure that you make most of the fields optional. Add a box where customers can provide details about their question or open-ended feedback about the issue they are experiencing. "Tell us how we can help you today" is an inviting way to initiate a conversation with your customer.
Pro’s: Mailchimp provides a simple, clean design, but provides detailed information and features, such as a drop-down menu for users to select a specific department, and links to Support, Feedback, and Help Sections.
Cons: There’s no indication of which fields are required, and the landing page is located under a ‘More’ landing page in the mega-nav.
Personalize it:Add some personality to an otherwise boring page by adding custom graphics, identifiable language, and creating an inviting opportunity for customers to connect with you. There’s no harm in adding character to your site, just make sure it’s aligned with your branding guidelines.
Try adding a photo of one of your products as the backdrop for the page, and layering the forms and information on top of it. Consider adding links to Support content, and your return and exchange policies, too. If you’re stuck on design ideas, gain inspiration from these 25 Amazing Contact Us Pages.
Pro’s: This digital agency has designed a beautiful contact form, with information provided by topic and location.
Cons: By using a link to a blank email submission, they’re missing an opportunity to capture more information about their visitors.
Promote your social media accounts:Strategically placing social media links throughout your website is an imperative initiative to promoting your business, and the benefits of adding links to your social media accounts on your site are incredible. You can drive traffic, add link value, and boost SEO rankings by connecting your website to your social media accounts through icons on your Contact Us page. Add social media bookmarking icons to your site through a free tool like AddThis. Be sure to monitor the impact adding icons to your Contact Us page has through Google Analytics social media tracking.
Moz’s Contact section nails it. It’s inviting, interesting, fun, and informative. Moz is a large, robust site, so they’ve chosen to add their Contact landing page in the footer of their site. If your site is smaller, you may have room to add it to the mega-nav. Either way, make sure it’s visible and accessible from all pages on your site, not just the homepage.
Add the right details about your company:Make it easy for customers to reach you. Add a map to your physical location if you have one, phone number, email address, and hours of operation. Tell customers when they can expect to hear back from you. Add the ‘Directions’ function to this page, linking to Google Maps or Waze. Don’t assume that your customers know how to find you.
If you’re aware of public transportation options or directions—that are helpful—add them. Just make sure they’re easy to understand and follow.
Adrienne is a web marketer and freelance writer in San Francisco with a focus on content marketing and earned media. She loves the internet, every single animal on Planet Earth, sticking her nose in books, and running in the park. Catch her if you can.