hairyLemon has worked with clients on hundreds of websites over the last 16 years, and most of them have one thing in common - the pages that get the most visits.
Almost without exception, they are the Home page and the Contact Us page. Often these are followed by the Jobs or Careers pages.
This suggests that one of the main reasons people visit a website is to find out how to get in touch with you - this includes looking for your street address, phone numner, email address, and for B2C businesses - your opening hours.
Interestingly, we also find that people often prefer to click on an email link to get in touch rather than fill in a contact form.
How much attention have you paid to your Contact page?
So my question is, how much attention have you paid to the design, layout and content of your Contact page?
This does not not only mean paying attention to the visual aspects of the page, but also the elements that Google will pick up to help answer a searcher’s question about your location, phone number, email address or opening hours. This should reside within the ‘schema’ in the code of your website, and even though Google can be pretty good at just scraping the right data, if you don’t have it on the site in the first place, then of course it won’t show up as a search result.
Contact pages that work well
Before creating the Contact Us page on our own website, we performed significant research into user behaviour to identify what this page should be like.
We analysed website traffic using Google Analytics, and also used heatmapping using Lucky Orange to understand trends around where users are clicking.
Based on our research, the following was incorporated into our new Contact page:
1) Prominent phone number, with the ability to click-to-call. This allows users to call you on their phones directly from your website.
2) Location - an easy to find street address is key. This could include an embedded map or link to Google maps, so users can find directions if they are on their way to visit you.
3) A simple enquiry form. This should include the bare minimum fields. There is a much higher completion rate if there are no difficult fields. Alternatively, offer an email address, as users will often take this over submitting a form.
4) Multiple ways to get in touch with you. Make sure you include all of the above, not just one! This means you should also include your contact details in the header and footer.
By making small tweaks to a popular page such as this one, you can increase conversions and make your online presence more effective.
Visiblity of customer behaviour
How much data do you have about how people are navigating your site? If you want to increase the visibility of customer behaviour on your website, drop us a line or give us a call for a chat about the types of tracking you can implement.
Tip: tracking tools like this no loger need to cost the earth!
Once you have some data, let us know if you would like to sit down with one of our team to work through how important pages such as your Contact page could be working harder for your business.