I, Resolve

If your website goal is lead generation you want visitors to do one of two things: Pick up the phone or submit an inquiry or contact form. Although it rarely gets the attention it deserves, “Contact Us” may be, after the home page, the most important page on your site.

1. Make it easy to find
This is often the first and biggest problem― it isn’t easy to find your contact page. Make sure the link is obvious, viewable without scrolling and on every page.

2. Include a contact form
Many sites have only a phone number and email link on the contact page. So why do you need a form? Email may be lost in spam filters or junk mail folders. A form avoid those risks, allows you to request specific information, and send an auto-reply message so your prospect knows you received the inquiry.

3. Require ONLY essential information
Require only information that is absolutely necessary. It might be as simple as name, email, and comments. Make sure all required fields are clearly indicated: Don’t make them guess!

4. Offer basic instructions and a benefit
“Please send us your inquiry by completing the form below” or “Contact us for a free consultation.” Keep it simple and offer a benefit: “We’re here to help” or “Let us help you achieve your goals.” Make sure your button says something other than “submit.”

5. Ask visitors how they’d like to be contacted?
Some people prefer to get a phone call. Others want an email reply. It is courteous to give them the option and set their expectations (i.e. “We’ll get back to you within 24 hours”).

6. Provide a thank you page and auto-reply email
You have an opportunity to demonstrate great customer service by providing useful information on your “thank you” page and auto-reply email: event invitations, white papers, etc.

7. Offer alternative ways to interact with your company
There are all sorts of opportunities for your prospects to connect with you. Can they sign up for your newsletter, visit your blog, your LinkedIn profile, Facebook page or Twitter account?

8. Include your physical address or mailing address
Providing only your email address and phone number is not adequate. Even if clients don’t visit your office they may still want to know your physical location: Where do they send your check?

9. Include a link to your Privacy Policy
Even though few click on it, a link to or summary of your privacy policy (like “We value your privacy”) provides reassurance for people who are about to hit the “please contact me” button.

10. Provide directions
A link to Google maps makes it easy for people to get directions to your office. It’s free and takes just a few minutes to set up. If you’re trying to get people to visit your location it’s a good idea to also include a photo.

11. Add CAPTCHA
CAPTCHA is a free tool that reduces spam submissions by asking visitors to decipher a distorted text image or answer a simple question to submit the form. OK, this is more for you than for your visitors but you may eventually want to implement it. Get CAPTCHA here.

12. Test your contact form
This may be the most important tip of all: Test your contact form monthly. You’d be amazed at how many times we’ve evaluated websites with broken forms or forms that generate error messages. Don’t let that happen to you!