Contact Page Optimization: 10 Essential Tips for Every Small Business

Whether you're creating a new Contact page or want to make sure you're getting it right, here are ten essential tips to ensure your Contact page is helping - not hindering - your business.
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Whether you’re creating a new Contact page or want to make sure you’re getting it right, here are ten essential tips to ensure your Contact page is helping – not hindering – your business.

Many small businesses don’t spend enough time on their Contact page, which is a huge mistake. As one of the most visited pages on any website, the Contact page can improve the visitor experience, increase site conversions, and strengthen customer relationships.

Make the Page Easy to Find 

If website visitors can’t easily find the Contact page, many will bounce off the site. Some small businesses still make this fundamental mistake. 

Make sure your Contact page is visible on your homepage in the navigation bar, and use clear language such as “Contact Us,” “Support,” or “Help.” Additionally, insert links to the page throughout your website.

Build Trust Quickly 

There are various trust signals you can incorporate into your Contact page to build customer confidence.

Consider adding some of the following to the page: 

  • Testimonials
  • Your hours of operation. 
  • Real photos of support staff. 
  • Links to your social media accounts. 
  • Company awards and accreditations. 
  • Money-back guarantees and free shipping messages. 
  • If you display an email address, include expected response times. 

When combined with other optimization strategies in this guide, all of these elements can increase your conversions over time.

Explain Why People Should Contact You 

By giving potential customers various reasons for contacting you, you’re reducing their anxieties and making them see that it’s a good idea.

In other words, if they can anticipate the benefits of taking action, they’re more likely to do so. 

Describe the typical customer who benefits from your business, explain how you solve their problems and highlight your expertise.

Highlight Your Location 

If you have a physical location such as a store, a restaurant, or an office, clearly display its location. By doing this, people know where to find you if they want to visit your premises or meet face-to-face. 

If you only operate online, it’s still a good idea to give your location. Being transparent builds trust and makes people feel more comfortable doing business with you.

If you can, embed Google Maps on your Contact page to show potential customers where you are. Anyone visiting your business with a smartphone can then use Google Maps Navigation to get directions straight to your business.

Display Your Phone Number Correctly 

If you prefer people to contact you by email or through a website form, you may think it’s a good idea to hide your phone number. 

However, this tactic will lead to lost leads. Some customers prefer to speak to a real person before they make a purchase decision. 

To attract these customers, clearly display your phone number in large font in the page’s header.

Also, consider using a click-to-call or click-to-dial button. 

This CTA enables smartphone users and some computer users to click on a button to call your business simply. If you’re not sure how to allow this, ask your web developer for help.

Show Your Personality 

A Contact page doesn’t have to be bland. Many small businesses don’t use this space to showcase their unique qualities as a business, which is a wasted opportunity. 

To make your Contact page more engaging, don’t be afraid to let your personality shine through. Have fun and be quirky if it suits your image. 

It will make your Contact page more memorable and set you apart from the competition.

Insert a Frequently Asked Questions (FAQ) Section 

Even if you have an FAQ page on your site, consider including a small FAQ section on your Contact page. 

Just show the most common questions and answers with a link to the full FAQ page at the end. 

It’s a simple way to reduce the number of calls from customers with common questions. It’s also a quick way to build trust.

If you have the YOAST Premium plugin, access the FAQ block for WordPress Gutenberg.

WordPress Websites

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Optimize Your Contact Form 

At the heart of most Contact pages is the contact form. It’s one of the best ways to ensure potential customers can contact you, even after business hours. 

Here are a few best practices to maximize engagement: 

  • State when visitors can expect to receive a reply. 
  • Only ask for the minimum amount of personal information. 
  • At the end of the form, use language such as “Contact Now,” “Begin Inquiry,” or “Get Help Now.” In studies, the word “Submit” has been shown to decrease conversions. 

Insert at Least One Call-to-Action (CTA) 

Some visitors won’t be ready to fill in your contact form or call your business, so it’s important to provide other options. 

Include at least one CTA to encourage these visitors to remain on your site. For example, direct visitors to your FAQ page, your blog, or a case study.

Also, if you send out an email newsletter (through a platform such as KEAP, include a subscription form or subscribe button.

Keep It Brief and Avoid Clutter 

Finally, it’s best to avoid adding too much information to your Contact page. A cluttered page leads to confusion and can deter visitors from taking any action at all. 

Keep the language simple and your sentences concise and avoid too many images, which can be distracting.

Also, use a clear headline confirming that visitors have arrived on your Contact page, such as “Get in Touch,” “Contact Us,” or “We’re Here to Help.”

Wrapping Up 

A well-designed Contact page will improve the user experience, boost genuine customer inquiries, and help alleviate potential customer concerns.

While every small business is different, the various tips outlined here are a great place to start if you want to optimize your Contact page for better conversions.

Just remember to address your target audience’s needs, communicate your value to potential customers, and encourage visitors to take action while visiting your website. 

If planned correctly, your Contact page can be one of the most valuable pages for both you and your website visitors.

About Lori Ballen

I teach bloggers how to grow their blog, and make money through multiple streams of income. From affiliate marketing, to building courses, I share 7 income stream strategies through blogging.


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