Could the lowly Contact Us page be your next conversion optimisation hack?

Sample of a great Contact Us page
This is a great sample of a Contact Us page. It reminds the reader of two of the site’s key points. (1) Kicking Pixels are experts in conversion rate optimisation (CRO), and (2) not every web developer is expert in CRO. It also builds the reader’s confidence about getting in touch by assuring them that Kicking Pixels welcomes their call whether they’re a sophisticated buyer or not.

Two of the three sample Contact Us pages in this post will convert much better than the third. More importantly, which one is most like your Contact Us page? Here’s why it matters…

This page includes samples of two Contact Us pages with copywriting by us and one example pulled at random from the internet. Why? Because I’m often asked why the lowly Contact Us page is included in our critical website copywriting package

“But it’s just for our phone number and email address. What would you write?”

That’s like Amazon saying its checkout page is “just” for credit card numbers so why would Amazon’s designers spend any time working on it when in fact…

… The checkout page is the whole point of Amazon’s business. What business would Amazon have if people didn’t checkout?

Isn’t your Contact Us page the same? Isn’t visitors contacting you pretty much the whole point of your website?

So do you just shove a contact form in their face?

Or do you remind them of what you offer— a recap that will nudge more of them into committing to making contact?

Random sample Contact Us page
This sample Contact Us page is not great. This Contact Us page makes clear how you contact this GP but not why you would want to. And this isn’t the only GP in the area. There are at least two other practices in walking distance of this one.

So if getting visitors to contact you is the whole point of your website, why take your foot off the accelerator when they reach your Contact Us page?

The Contact Us page marks a crucial point in your conversions — will the reader contact you or not?

Your Contact Us page has work to do in order to make sure the answer to that question is yes.

So don’t let yourself think stuff it, my prospects know what a contact form does; let’s just leave them to it.

Your website visitor has reached your Contact Us page. They’re so nearly where you want them. Keep going…

And here’s an example of how one excellent Contact Us page does just that…

5 copywriting secrets of a great Contact Us page

Sample of a great Contact Us page.
A sample of a great Contact Us page. This one is working from the top to the bottom of the page to give visitors the extra nudge they might need.

How to write a great Contact Us page

  1. Remind them what you offer

    The headline of a great Contact Us page reminds the visitor why they’re on this website.

    In this sample, it’s to find ways to maintain their independence. And what exactly do they need to do next to stay independent? Contact us.

  2. Recap of what you can contact us about

    Just because you’re certain you want your website visitors to call you doesn’t mean they’re going to be certain you want to hear from them.

    This paragraph builds confidence by assuring the visitor that their call on any of the listed topics is welcome. And a more confident reader is more likely to make that call or fill in that contact form.

  3. What’s will happen when you contact us

    When you call Oxley Home Care, you get put through to a care manager, not a call centre. This paragraph recaps that point of difference, reminding you why it’s us you want to contact, not a competitor whose website you’ve also visited.

    This future pacing of what the visitor will experience also builds confidence… Don’t worry, this isn’t going to be a high-pressure encounter with a salesperson. It’s going to be a “friendly” call with a “care manager”, not a salesperson at all.

  4. Prove it

    All our contact details are here ready for you to dial or type, but we’re not taking our foot off the accelerator. We’re selling the call right to the bottom of the Contact Us page.

    First in this sample, here’s a little more proof: 91% of the people who’ve called and chosen us have been glad they have.

  5. Still proving it…

    In case step 4 wasn’t enough, here’s more proof in this example of a Contact Us page that works — it’s a testimonial that hits a number of the website’s key points, especially that we make life easier not just for our clients but for their families.

So which of the three Contact Us pages discussed on this page is most like your site?

If it’s the one with nothing but contact details, you’re looking at a major opportunity to improve your conversion rate on the lowly Contact Us page.

You’ll find more conversion rate optimisation (CRO) tips here.