Despite common belief, contact forms are actually an incredibly important part of your website. The page itself will give you an opportunity to connect with visitors to your site which will subsequently convert them into leads, but only if you make your contact form a hit.
The vast majority of the public don’t want to spend copious amounts of time filling out forms just to get a quote or gain some more information about your products and/or services. The key to the ultimate contact form is to keep things quick and simple as this will then entice more people to actually fill the form out.
But there are a number of different things you can do in order to persuade your visitors to take the next, logical step and get in touch with your team. Here’s what you can do to help make your contact form a hit, whether you have an existing one that needs improving or are looking to implement one for the very first time.
The key to a successful contact form is having clear and simple copy to go alongside it. You should explain what you want your visitors to do without being overly complicated. You should also aim to have a friendly tone of voice so that your prospective customers don’t feel bullied or pressured into giving you their details.
The aim of your contact page is to persuade visitors to your site to get in touch with you and so you should invite those people to fill in your contact form. Make sure that a ‘call to action’ (CTA) is the last thing your potential clients see before they come across the contact form as this will be your last chance to entice them in.
You should only aim to include content that explains why your visitors should contact you instead of your competitors. So if there’s content on there that doesn’t do this, then leave it out completely so as to avoid confusion and subsequently improve your conversions and leads instead.
Your contact form should be at the forefront of your contact page. But there might well be some people who would rather give you a quick call or even send across a more detailed email.
In order to cater for as many people as possible, you should also aim to include a phone number and an email address just in case the contact form doesn’t suit one of your potential customers.
However, the contact form should still remain prominent on the page as, more often than not, some people might not want to get in touch over the phone or send a wordy email, especially if they just want a quote for a service you offer.
Although you shouldn’t include irrelevant information when it comes to the contact page, it does pay to include some unique selling points (USPs). This will help you to stand out among your competitors which will therefore mean that your visitors might well choose you over similar companies.
Some of the important, relevant information you should look to include in your copy includes:
It’s important here that you don’t ramble or start to add streams of text all about your company – that’s what you ‘About Us’ page is for. You should aim to strike a balance between detailing your USPs and including general information that doesn’t add to your overall appeal.
Your contact form should be quick to find and be easy to fill out. The best way to do this is to keep things brief and all on one page so as not to seem too intimidating. Also, try not to include too many fields – people are looking to learn more about your company as quickly and as conveniently as possible, so make it easy for them to do this by only having three or four fields to fill out, maximum.
Some of the fields you can include are:
An increasing number of people are using their mobile phones to search for and find the products and services they need online. You should try to make it as easy as possible for potential clients to get in touch without having to pick up the phone and give you a ring. Your contact form should be just as quick and easy to fill out on a mobile as it is on a desktop.
The way in which your contact page is conveyed on a mobile will play a big part in whether or not a prospective client will get in touch with you. Make sure the contact form sits well on the page, almost as if it was made specifically for mobile use. This will help to build trust between yourselves and your customers and, subsequently, they’ll feel more inclined to fill the form out and make contact with you.
People don’t want to spend their time filling out a contact form only to struggle to submit it right at the very end. If this happens, then they might not bother filling out the form again and instead make enquiries with a competitor of yours.
To make things as easy as possible, make the ‘submit’ button stand out right at the bottom of the contact form in order to ensure that your customers know it’s the next clear and final step in the process.
As an experienced Copywriter, Lorna enjoys creating varied content for an abundance of different industries and sectors. From detailed, informative articles to creative infographics, she's always looking to inject originality into the work she produces. When she isn't working, Lorna runs her own lifestyle blog, plays the guitar and loves to take part in charity runs.