There’s a lot to think about when you are building a new website. With all the design choices, content to write – and don’t forget about the photography and the stock images – it can be easy to overlook the contact page. Don’t. Instead, use it as a tool to make communications quick and painless for your potential clients.
You’ve got them hooked. Maybe it was the compelling splash screen on your home page, or the way your bio page described your expertise. Maybe they found a blog post on exactly their issue. No matter how they got her, your next potential client is looking at your contact page.
Great! Now what?
The contact page is often seen as a formality – something that is always included in your new web page, but that you don’t take much time to think about. But if you give your contact page the attention it deserves, it can make potential clients’ experiences better, and make it easier for your staff to close the deal.
The Basics: Contact Info
If your contact page does anything, it should make it easy for potential clients to contact you. It should list your phone number and give them a way to email you. But by putting a little more thought into it, you may be able to make better use of even these most basic aspects of the contact page.
Use a Call Tracking Number to Measure Your Website’s ROI
Listing your phone number on your website is essential. In addition to the contact page, you should also make it clear and obvious right on your home page. Many websites create click-through buttons so mobile users can call you with one click.
But your website’s phone number can also give you important information about how your clients find you. You can set up a call tracking number that directs back to your main phone line. These “soft” phone applications often have dashboards where you can see where the person got your number (based on which number they used), record calls, track who received them and see what happened next. This is a great way to track the return on your website investment. By setting a separate number for web traffic you can easily find out how many of your clients found you because of your website.
Use a Contact Form to Protect Your Inbox and Direct Emails More Easily
Some people choose to list their email directly on their contact page. That can get you prospective clients. It can also get you signed up for a lot of spam email you don’t expect.
Instead, consider asking your web developer to install a contact form widget. You’ve probably used one of these before as a consumer. It allows potential clients to pick the type of question or comment, provide contact information, and describe their issue. What you may not have realized is that behind the scenes, those categories often get directed to different people. That lets your website be your first gate keeper, and keeps your receptionist from having to wade through all the web responses and forward them to the right people.
Location, Location, Parking?
Your contact page is also the first place people will go who are trying to find out where you are, physically. That means you want your address listed. But why stop there? There are plug-ins to most template-based websites (like WordPress) that will connect your website to Google Maps, showing the client exactly where to go.
Which brings up a good point. While you are setting up your contact page, take a moment to make sure your address, and your location, are correct on Google. If you have moved or if there has been construction near your office, you may find these map websites are sending your clients the wrong way.
Because your clients come to your contact page to find you, it is also a great place to put parking information or other hints on how to find you. Is there a particular parking structure that accepts your validation? Are handicap spaces available? If so where? If your office is in a large high-rise, how can clients find you once they are in the building?
Adding these kind of interpersonal details to your about page shows your clients that you care about their experience with you. You don’t want them to feel lost, or have trouble reaching you. By putting some extra care into your about page, you can improve the experience of potential customers, and make it easier to convert them into paying clients.
Lisa Schmidt is a writer for Legal Linguist in Ferndale, Michigan. She provides blogs and web page content for lawyers and small businesses. If you want to make the most out of your web presence, contact Legal Linguist today to schedule a meeting.