Look, we get that it’s tough to manage your online presence. You have to worry about content creation, marketing, SEO, your website design, and a host of other concerns that demand your limited attention. Who has time to worry about optimizing a Contact Us page? Just throw in an email sign-up form, your phone number, and your address, and you’re good to go.
It sounds crazy, but many businesses do just that—laboring away on every aspect of their web presence and then neglecting their contact page. This is kind of ridiculous when you think about it; the contact page is usually the last page your customer sees before they take the plunge and commit to doing business with you (or at least, before they reach out for more information). An amateur or complicated page will turn customers off. Not having one at all is even worse. The entire crux of your business and customer outreach relies on you building confidence and authority with a well-made Contact Us page.
So how do you design a solid contact page? Let’s review a couple of broad-stroke concepts that apply to every contact page:
- Relevant Information: This might seem like a no-brainer, but make sure the contact information you provide is up to date, accurate, and accessible.
- Ease of Communication: Remember the visual hierarchy of your site when creating your page. Put the most relevant contact information front and center—if you’re a brick-and-mortar business, prioritize physical contact channels, such as phone, fax, and your address. If you rely on your digital presence and social media, include links to your accounts, encourage users to follow, and integrate social sharing functions on your page.
- Brand Consistency: This one’s a little trickier—the best contact pages will maintain consistency with the themes and brand identity that your site promotes. Minimalist design shouldn’t include a cluttered contact page, and likewise, sites that prioritize authority and professionalism should steer clear of cartoonish designs or bright colors. A consistent user experience is what you’re aiming for. Having said that, every business must understand that the primary goal of the contact page is to give users a way to contact it. This means that visual clarity and simple layouts take precedence over cluttered and complicated page themes.
Including a variety of outreach options on your contact page helps guarantee that a lack of options isn’t a barrier to your customers entering your sales funnel. Sure, most sites include email registration forms and telephone numbers, but truly adept contact pages take this a step further.
As mentioned above, sites that understand the needs of their market will integrate the functions that their users are most likely to want. This means providing links to relevant social media sites for online oriented businesses or live chat functionality for industries where customers are likely to have questions before committing.
While you’re at it, you may want to include different links for the various markets that may visit. For example, you may use one email for new customers, one dedicated to customer service issues, and a third for professional outreach from vendors, investors, etc. This helps keep things organized and ensures that customer inquiries don’t get lost in the shuffle.
Your Resource Hub
But your contact page can do more for your customers than simply providing them with numbers and links. The Contact Us page is the ideal location for informational resources, FAQs, and other industry materials that provide value for your customers. This is great for them but also benefits your business—customer self-service is all the rage these days, with more shoppers preferring to find answers on their own before contacting a business. This eases the burden on your workforce and customer support team and also promotes you as an industry authority.
Your Contact Us page is the gateway to your marketing goals, e-commerce, and customer outreach. Don’t be one of those businesses that tries to sneak by with minimal channels, unorganized design, and a lack of necessary information. You’re simply hurting yourself—and your audience.