One of the most important aspects of any website is the contact page. Why? Because over time, it’s where you will build your best customer experiences and leads.

A proper contact page allows visitors, potential customers or anyone that peruses your site to get in touch with your team for further information. This is also a great portal to show off your various social accounts and active channels. For example, if your company has a Tumblr blog or Pinterest board, your contact page is a great place to share these links.

One of the most common elements of a contact page is an inline form that allows people to reach out to your marketing or customer service team directly – without ever leaving your website.

Alternatively, you can provide an address, phone number or emails for various members of your team, in the hopes that your customers will reach out to you first. However, inline contact forms are the simplest and most efficient way to go.

Visitors can submit personal contact info, a short message or description and then click send. The content is sent directly to a company email address – or preconfigured contact – for screening.

However, there’s more to a successful contact page than a simple form. To do things right – to really satisfy customers and build some great leads – you’d do well to mind the following tips.

1. Don’t Ask for Too Much

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Courtesy of Giphy

People are often wary when they are asked to provide their personal information – it’s sensitive.

Phone numbers, for example, can be a red flag. No one wants a marketer to contact them at their personal number – unless it’s for a customer service problem they have a vested interest in.

That’s why you should limit the information you’re asking for.

There’s no reason to ask for a mailing address unless you’re going to send your customers something through traditional mail. The same is true of phone numbers, website details and more.

Only request the information you need to complete your goal. In most cases, a contact email is enough.

According to a survey conducted by ClickTale, changing a form to say phone numbers were optional instead of mandatory improved conversion rates from 43 percent to 80 percent. In addition, it also decreased bounce rates for the page from 39 percent to 4 percent.

Coca-Cola does this wonderfully. Their contact page includes an “ask Coca-Cola” section right at the top. Customers and clients can reach out for a quick one-on-one chat with a company team member.

2. Explain Your Motives

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Courtesy of Giphy

People need to know what is going to happen when they click the submit button and send you their personal info. Are you planning to share the details with affiliates or partners? Are you going to use it to reach out to folks and provide more information? Are you going to sign them up for a mailing list or email newsletter?

Improve your call-to-action and description so potential customers know exactly what they are getting themselves into. Don’t leave it a mystery. This not only tells people they can trust you with their data, but also tells them exactly what to expect.

You’ll absolutely need to optimize the language used on your form, which means making things clear, concise and direct. By changing the word on a button from submit to something like go or click here, you can boost conversion rates by 25 or 30 percent. Why?

Because people know exactly what’s happening when they click that button, and the language you used will tell them. Moz uses this concept on its page, choosing “contact the help team” as button text instead of a generic submit label.

3. Make It Attractive

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Courtesy of Giphy

The problem with most contact pages is they are not easy on the eyes. Maybe it’s the large, blank boxes for customer text. Maybe it’s the wall of text, numbers and contact details for your company. Maybe it’s something else entirely.

Anyone who visits a contact page is genuinely interested in building a relationship with your company or team. That’s why it should be a page to wow them. Use an attractive, clean design. Employ gorgeous visuals and imagery. Show a bit of your personality, and spruce up your copy if you have to.

Bluehost has one of the most visually appealing contact pages around. There are tabs for each service type you might want to get in touch about. There are also phone numbers, chat buttons and more. It’s all accented by great imagery of company associates, as well.

4. Ditch Captchas

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Courtesy of Giphy

Sure, captchas can help weed out spam and junk, but they can also frustrate your customers. Honestly, have you ever encountered a captcha you didn’t loathe?

If that’s not enough proof, there are plenty of studies that show captchas can have a negative impact on conversion rates. People want to get in and out quickly, especially on mobile. Bogging them down and wasting their time through verification tools like captchas will scare them off.

If you’re worried about spam, there are other tools you can use to prevent it.

5. Put a Limit on Your Entry Fields

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Courtesy of Giphy

This tip could go hand-in-hand with the idea of not asking your customers for too much, but it’s valid on its own too.

Including too many entry fields in your contact form can overwhelm your visitors. When you ask for too much personal information, it makes them wary – but including too many blank fields will also push them away, because their time is valuable. They don’t want to waste it filling out a lengthy contact form for you.

Quicksprout has proven that limiting the number of entry fields to a maximum of three will guarantee a conversion rate of 25 percent or higher.

And please, get rid of those excess fields!

6. Augment Your Page

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Courtesy of Giphy

Just because it’s called a contact page doesn’t mean it’s restricted to just contact details. Augment your page by including more helpful information for your customers.

Add links to your social media accounts. Implement a calendar function so potential partners or customers can set up an appointment or meeting. Add live chat tools that allow one-on-one conversations between your team and customers. Add an events section that lists various activities and events your company will participate in or sponsor locally.

In the end, contacting someone – even a company – is a form of networking. It’s not out of the question to turn your contact page into more of a networking hub for interested clients. In fact, that’s exactly what a functional contact us page should be.

Premier Die Casting Co. is an excellent example of this. It explains its commitment to customer service and includes a sidebar featuring various ways customers can get in contact.

SpaceX has an about page that actually merges the traditional about and contact pages into one. It’s attractive, informative and most of all functional.


An effective contact page makes it easier for customers to get in touch and increases your chance of conversions. These tips will help your business see concrete results.