Creating a website or a blog that stands out and generates leads is no easy task. It requires careful planning, strategic marketing, optimizing your website for search engines, and more. All of which can be quite costly or take all your time (if you’re a small business).
But what if I told you there’s a much easier way to achieve your lead generation goals?
Yes, I’m talking about your contact page.
Your contact page can supercharge your lead generation efforts, but only if it’s done right.
By focusing on this one aspect of your site, you’ll be able to slash your marketing costs considerably, save a ton of time, and still achieve impressive results.
And in this article, I’m going to show you how to do just that. By the end of this post, you’ll know how to craft an irresistible contact page that will captivate your audience and convert them into leads.
But first, let’s explore some benefits of a well-crafted contact page.
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Why You Absolutely Need a Contact Page
Here are three reasons why a contact page is not just necessary but absolutely crucial to your business.
1. Easy Communication
A well-designed contact page gives your visitors a seamless way to get in touch with you. It invites potential customers to connect with your business and learn more about your products and services. And when they do, they’re one step closer to becoming leads.
2. Customer Insights
A contact form, in conjunction with your website’s analytics, enables you to collect even more data about your visitors. By using different form fields you can encourage visitors to share their personal details, such as their name and email address, to their gender and organization. This helps you understand your audience better thus making it easier to meet their needs.
3. Lead Generation and Conversion
When people visit your site, they are often anonymous. The only data you have about them is from your site’s cookies and analytics. But this data isn’t as helpful since it doesn’t include any personal details.
By incorporating a user-friendly contact form, you are able to fill this void by encouraging your visitors to share directly with you on a personal level. When they do you’re able to respond to their questions, nurture them, and eventually turn them into paying customers.
Now that you’re familiar with the benefits of a contact page, let’s explore ten design elements and aspects you absolutely need to include to make your page stand out.
Using video in your contact page is one of the best ways to supercharge your sales funnel.
Video delivers information quickly and in a simplified format to your visitors. This helps them learn about your business in a relatively short time.
It’s also more personal and makes it easier to bond with your audience. And when people feel closer to your brand, they are more likely to share their details.
If you’re looking for inspiration on how to use video, Impact Plus’ Contact Page is an excellent example. They’ve used a compelling video that explains what Impact Plus is all about and how visitors can contact the Impact Plus team, especially if they need a quick response.
2. Use Fewer Form Fields
As attention spans continue to shrink, it’s more crucial than ever to use approaches that simplify and streamline experiences.
That means using as few form fields as possible.
If your form is too long, you risk losing potential leads. But if you undercut yourself, you also may not gather enough relevant data to understand your customers. This can work against you.
Zendesk has successfully found the sweet spot between form length and gathering essential information. Their approach, while simple, is incredibly effective in optimizing lead generation.
3. Keep it simple
This ties in with the earlier point of using fewer form fields, but it emphasizes the importance of a great user experience.
While it’s important to avoid asking for too much information, it’s also important that you don’t overwhelm your potential leads with a cluttered and confusing layout. Like the previous example, you can achieve this by creating a super simple contact form that asks for only necessary information but on a clean and intuitive interface.
Like Zendesk, Neil Patel also gets it.
By simplifying his form fields and using a visually appealing background, he makes the process super-friendly, quick, and convenient. This approach also helps him secure commitment in the initial conversion phase and gradually gather more customer data over time.
4. Use multi-step forms
Do you require more details? Consider dividing your contact page into different parts and sections. Each section can have a unique form that gathers specific data.
Since not all inquiries require the same input, this reduces the risk of users getting frustrated and giving up mid-way.
You can design some forms only to require basic information, while others may require more extensive details depending on the user’s needs.
Here’s how Scribd chose to apply this strategy.
Scribd designed a FAQ-type contact page with a grand total of seven inquiry options that direct users to different contact forms.
Each inquiry gathers specific information or addresses a particular issue.
For instance, if you’re a publisher, you’re directed to an interactive form with multiple fields to input your publisher name, ebook genre, website, etc.
But if you have a business-related inquiry you’re directed to a shorter form that specifically addresses business issues.
This streamlines communication between the Scribd team and its users.
5. Apply your brand colors and logo
Sometimes to increase your customer base, you need to harness the power of colors. Colors profoundly impact human psychology and tend to influence people’s perceptions, emotions, and actions.
For optimum results, consider using your brand colors on your contact page.
For one, this helps maintain visual consistency across your site.
Secondly, you evoke familiarity and recognition in your users. This strengthens their connection with your business.
Lastly, the right colors make your page more appealing and create a pleasant experience. This makes users more likely to engage with your contact form.
Demostack sets an excellent example with their contact form.
By incorporating captivating colors and visuals, Demostack has created an inviting atmosphere that encourages users to engage with their contact form.
According to Smart Insights, 4.8 billion people, over 60 percent of the world, use social media, with an average daily usage time of at least 2 hours.
This means most people who land on your site have social media accounts. And while some may pay no attention to your contact form, they’re most likely to connect with you on Facebook, Twitter, or Instagram.
So leverage this knowledge and highlight your social media profiles to appeal to this demographic.
Panache has beautifully integrated this strategy, showcasing its social media to appeal to its vast audience.
7. Ditch the CAPTCHAS
A CAPTCHA is a security feature on a website that verifies if a user is human and not a computer program or a bot.
CAPTCHAs work by presenting visitors with a challenge of distorted letters, numbers, or images, which they need to sort correctly to gain access. While this effectively curbs spam and other forms of automated abuse, CAPTCHAS can sometimes frustrate users. And when users face obstacles, even small ones, they are more likely to leave the page.
That’s why it’s best not to use a CAPTCHA on your contact form. Otherwise, you risk losing potential leads.
So far, none of the forms I’ve listed have CAPTCHAS and allow messages to be sent instantly. But here’s another example from Salesforce that also embraces a CAPTCHA-free approach.
8. Lose/minimize the “required” fields
Except for the name and contact information, make filling out your form fields optional. Don’t overwhelm your visitors with excessive mandatory form requirements. This will only put them off, leading to form abandonment.
Instead, make your contact form simpler by letting people choose what information they wish to provide. This freedom creates a more user-centric experience that leads to higher conversion rates.
A good example of this is Basecamp. They have a contact form that’s easy to use and allows visitors to decide what information they want to share.
9. Use Auto-Fill
Make your form even easier and faster to fill out using auto-fill.
Auto-fill is a browser function that automatically fills in user data on forms and websites. It saves details like the name, physical location, and email address of users so they don’t have to type them in whenever they encounter a form.
To take advantage of this feature, you must ensure your form is well-coded using the best practices. You can also test if this function works by trying it out on different browsers and devices.
Fame Lights, a Thailand-based studio, is a shining example of how to optimize forms using auto-fill. Ensuring their form is well coded and compatible with different browsers and devices makes it easy and quick to fill out.
10. Use Clear Privacy Policies
In today’s digital world, online privacy is a huge concern. Many people hesitate to part with their details in case their personal information gets misused or shared without their knowledge. And this fear stops many users from engaging with contact forms.
To boost your conversion rates, you must address this concern head-on by assuring users their data is safe.
The policy serves two main benefits:
(a) It builds user confidence since users know how their information will be collected, stored, and used.
(b) It alleviates any doubts about the security of their data, which encourages them to engage with your contact form.
There you have it!
By following the strategies listed in this article, you should be able to supercharge your contact page and take your lead generation to the next level.
Remember, you don’t have to simultaneously implement all the strategies listed here. Take a step-by-step approach and experiment with different elements. Through testing and making adjustments, you’ll eventually discover the combination that works best for you.
I wish you all the best in your lead generation endeavors.