Pity the poor Contact page. The most valuable place on your entire web site – yet often the most overlooked. I’m stunned by how little thought people put into this page.
Some want a simple “whaddya’ want?” form-to-e-mail fill in. Others put a little more thought into it, but not much. Mostly, they’re designed for the benefit of the host, not the visitor.
One of the key tenets of web marketing we advocate for our clients is a customer-centric view of their web site. Take a moment to think about the reasons you’d visit a Contact page…
• Sales inquiry (the obvious one)
• Looking for a job
• Having a technical problem
• Having a billing question
• Looking for driving directions
Get the idea? There are a lot of reasons someone might want to get in touch with you beyond simply wanting to talk to a sales person. Why not make this easy for them? We recommend a simple e-mail address (like firstname.lastname@example.org that might go to several people in the intended department. One recommendation – NEVER put in individuals e-mail addresses on your web site. You’re simply inviting a mind-boggling volume of spam.
Number one on most people’s sources of irritation? The lack of a phone number where they can reach a live warm body. Yes, I know you want to reduce your call volume. Too bad – people who aren’t comfortable contacting you through digital channels won’t. They’ll go somewhere else. Let that sink in for a moment.
Another major opportunity is your location, or locations. In addition to helping people find you when they need to this has potential brand value. For example, if you’re an America company and Made in the USA is something your customers. Some customers will want to know your global presence – do they have a location in my country or at least my part of the world? Having this information on your web site offers nothing but potential.
Finally, pay attention to your dialogue with your customers. If you’re hearing that not having something on your Contact web page is a problem – get it on there today!