Do you see in your Analytics that users are visiting your contact page, but your inbox remains empty?
Most B2B contact pages are either unclear about next steps or create unnecessary friction by over-qualifying leads. If you want to turn page loads into conversations, you need to stop treating your contact page like an interrogation and start treating it like a handshake.
Here are five things I do on clients’ contact pages to increase conversion rates:
Draft specific, actionable headings
Stop using “Contact Us” as a generic catch-all for all inquiries. Your headings should be specific and actionable. Replace that generic “Contact Us” title with “Schedule a Discovery Call” or “Talk with an Expert” to validate the visitor’s intent as soon as they land on the page.
Remove unnecessary fields in the contact form
Name, company, email and phone number are useful fields for contact forms; however, most companies don’t need to collect the user’s zip code or a budget range to start the conversation. Instead of having a text area that simply says “Subject”, swap that out for something more meaningful, like “How can we help you?”
Make button text sound actionable
“Submit” sounds more like a commandment than an invitation. Swap it out for language that reinforces the page title and signifies what comes next. I also like to write it in the first person. It says “Request my discovery call” because that’s what the user is ultimately doing.
Let them know when you’ll follow up
Uncertainty kills leads, so let the user know when they can expect to hear back from you. Under the submit button on your contact page form, add a simple line of text that says something like, “A member of our team will get back to you within one business day.” And if you’re going to promise that response time, you’d better follow through on it.
Send visitors to a Thank You page
Just because someone filled out your contact page form doesn’t mean you’re done with them. Have the form submission redirect the user to a Thank You page that confirms receipt of their message and reiterates the timeline plus next steps. We now know the user is interested in your company, so this is a great time to ask them to follow you on social media or sign up for your newsletter as well.
