When done correctly, a simple contact form that captures your visitors interests can turn into one of the most valuable pages of your website.
Why You Need a Contact Form
The contact form, also known as an inquiry form, is designed to capture the interest of your visitor and will allow you to prioritize and research the lead once you get the form information.
Most out-of-the-box contact forms have just a few fields and lack compelling information to encourage the visitor to complete the form.
Where to Link the Contact Form
As a best practice the contact form should linked on the main navigation. It should not be buried as a sub-menu item under the About Us page or any other page. Most importantly, it should be linked with an action button from your main services or product pages. The benefit being, while the visitor is on a page of interest, they are visually encouraged to go to the contact page. See example below.
Designing Your Contact Page for Results
I hear many clients claim “no one will ever fill out a form”. That is totally untrue. We live in a 24 x 7 world, and prospects, at all hours of the day, what to check that one item off their list. That item might be inquiring about your products or services.
Here are a few tips to consider when designing and creating your contact form:
- Provide at least one introductory sentence to the form. Tell your visitor why they should complete the form and what is the benefit to them.
- Reassure them the form is quick and easy to complete and information will not be shared.
- Ask the most important qualifying questions; Name, title, company, email, phone, website, area of interest, timeframe and budget. These important fields should be required and not optional.
- Don’t bother asking how they heard about your company.
- Don’t include too many open ended questions, where the user has to type an answer.
- Utilize drop-down choices or radio buttons to speed the form completion process.
- Keep your form to 10 fields or less.
- Generate a friendly Thank You page that will tell the visitor when you will be getting back to them.
Integrate Your Contact Form
You can easily set up Google Conversion Tracking on your contact form within your Google Analytics. This will allow you to measure how many forms have been completed and the source of the visitor.
If you are using a Customer Relationship Management (CRM) System to track leads and sales activity, the form results can be integrated into the CMS. Web-to-Lead forms efficiently simplify the process of capturing visitor information from your website and getting it directly into your CRM system. This insures accuracy of lead information, speedy follow-up and eliminates having to re-keystroke lead information.
Good design along with careful selection of the form fields can make a big difference both to the user experience and your company’s bottom line.