Tips and tricks to improve the most important page of your business website and facilitate customer inquiries.
The contact page plays a crucial role in designing a company website , yet it’s still too often overlooked. Yet, it’s the page that, more than any other, helps the site attract new leads, connecting people with the company or professional and thus creating real conversions from contact to customer.
The contact page, therefore, must be immediately visible and reachable , and must contain all the information necessary for the user, offering various contact methods .
The key point is that all focus is on the visitor, who must find the information they are looking for swiftly and use the means they think is most appropriate to contact the company
Here are some tips for creating a clear, effective contact page that attracts leads.
What should I name my contact page?
Table of Contents
It may seem trivial, but it isn’t. The page title , in addition to being clearly visible in the navigation menu and possibly in the footer of other pages, must be clear and self-explanatory. In general, less is more: Contact or Contact Us perfectly clarifies the page’s functions. Nonetheless, in line with the site’s tone, one can also choose to use more relaxed and friendly expressions such as “Let’s connect,” “Reach out to us,” or “Explore us.”
What should a contact page contain?
A contact page must contain a series of elements, some of which are absolutely essential , while others may be optional.
The essential elements for your contact page:
- Company/Professional Name ,
- Telephone number(s) ,
- Clickable email address (info@domainname or contacts@domainname),
- Contact form ,
- Any other types of interactive contact (Skype, Whatsapp, Chat),
- Links for communication platforms (YouTube, Instagram, Facebook, LinkedIn, etc.)
An interactive map is usually also provided , at least for the websites of companies and agencies with a fixed location , which, however, often have a specific page (e.g. Where we are) dedicated to the company’s location.
Additionally, it’s essential to consider that the contact page could be a user’s initial landing page, possibly due to its favorable SEO placement or because they selected the Contact Us button in a social media campaign or Google advertisement. Including a brief description of the company’s activities and its benefits to the user is therefore advisable
There is also other information that you can choose to include on a contact page, including for example:
- opening / closing times ,
- information on car parking or how to reach the venue by other means,
- Subscribe to the company newsletter .
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The contact form
The contact form is essential for allowing users to reach the company directly, without having to leave the navigation menu to use their email address and send an email. It’s a tool that’s generally more suited to desktop than mobile use, and it allows the company to obtain important data useful for profiling its audience.
For many people, however, filling out a form is a hassle , and many still demonstrate a certain reluctance to use contact forms for privacy reasons.
The contact form, therefore, should be as simple and concise as possible, quick to fill out, and above all clear.
Concerning the speed of form completion, it is important to mention that most browsers retain our information, allowing you to typically complete a form by entering just one and the other fields will be completed automatically.
In any case, the essential fields are:
- First and last name (because in a single field or two separate fields),
- Email address ,
- Telephone ,
- Message/Request ,
- I have reviewed and consent to the GDPR
More complex contact forms are recommended only in special circumstances, such as technical support requests. In this case, the user will have no problem filling them out because they are motivated by the desire to receive detailed information about their specific issue.
Email, forms and chat: some tips
Using a direct email is the preferred choice for many users, but it must be well managed.
While small businesses or professionals are limited to a single generic email address, more structured organizations should use specific email addresses (and possible direct telephone numbers) for each team member or for each department or company location.
In any case, the user expects a response, if not immediate, at least timely.
It’s therefore highly recommended to set up an automatic reply , which reassures the user that their email has been received and, above all, indicates how long it will take for them to get back to them . Even a generic “as soon as possible” is fine; the important thing is that this promise is then kept.
The same applies to forms , which should always be linked to an automatic email response , and messaging systems. The latter are the ones that need to be managed most carefully, because in this case the user expects a nearly instantaneous response. If you can’t guarantee very short response times, it’s best to avoid using them altogether.
Website, social media, Google My Business… pay attention to NAPs
When creating a contact page, you need to ensure the consistency of the NAP (Name, Address, Phone)—that is, that the name, address, and phone number listed on your website match exactly those used on your Google My Business listing , Facebook, LinkedIn, Instagram, and so on.
This consistency is very important for Google when associating the NAP with your business in Local Search.
The NAP, therefore, is a valuable ally when users search for local businesses, and significantly impacts the results Google returns based on the business’s geographic location.
Contact page: best practices
Let’s briefly summarize the fundamental elements for creating a functional and effective contact page:
- Visibility
It must be extremely easy to find, visible directly from the homepage or immediately accessible from the main navigation menu and in the footer of the homepage or, better yet, of all pages. - Information:
It must clearly indicate what users need, specifically how to reach the organization. Additional information (such as a map, directions, etc.) can be included on the “Where We Are” page If this is not accessible, think about adding it to the contact page. - Contact options:
You should offer multiple contact options (phone, email, form, chat), allowing users to choose their preferred method. In any case, each communication channel must be efficient. If you don’t have the means to do so, it’s best to limit options to the bare minimum (e.g., phone and email). - Links to social media channels:
Social media channels are a resource for the company and provide additional channels for communication and interaction with users. They must be clearly visible, possibly using their official icons, and introduced by a call to action inviting users to follow them. - Graphics and Usability:
Sometimes the contact page is treated like the Cinderella of the website. It shouldn’t be that way. It needs to be well-designed and formatted, and of course, it needs to be 100% responsive for both desktop and mobile viewing.
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