Writing a Contact page that works

With a couple of tweaks, turn your contact page from bland and boring into something that will encourage more people to give you their contact details.

Maybe you think of a Contact page as just a place to put a nondescript form.

In fact, you can do so much more with your Contact page.

With just a couple of tweaks, you can turn it from bland and boring into something that will encourage more people to give you their contact details.

In other words, you can turn your Contact page from a facilitator of sales leads to a generator of sales leads. It should serve as both the thing that people can use to enter their details and what makes them want to type their name in.

Now obviously, you need to get the basics out of the way first.

You have to have a form. You need your address, your map, a photo of you or your business, links to your social media pages—all the items you find on a typical Contact page.

But there are specific things you can add to the page to make it work better.

1. Write an introduction

It is a page, after all, so why not include an opening paragraph that re-states your value prop?

This short paragraph will give you another chance to get in front of your potential client and say, “Listen, this is why we should do business together.”

2. Answer questions

Consider combining your FAQ page with your Contact page. Many visitors are coming to your Contact page to ask you questions—by answering the most common ones up-front, you’re demonstrating your helpfulness. And that’s always good in a sales situation.

3. Add—you guessed it—a call to action

Tie your Contact page to a download or some valuable piece of content to give visitors a reason to get in touch.

For example:

  • If you’d to know more about how we might work together, contact us! We’ll send you a free sixteen-page booklet that details our investment strategy. You’ll also get helpful tips about how you can invest your money more wisely.

Or

  • Sign up for our e-mail newsletter, and we’ll give you exclusive access to a members-only area full of information that only our best clients can see. Get the jump on your competition by filling out the form below.

And again, as we’ve discussed, the key here is to offer high value.

What’s going to be incredibly valuable to your potential client? What would make them feel they just got some of your best advice for free? Use that.

If you’re uncomfortable about the amount of value you’re giving away for free, you’re on the right track.

Now give away more.

Trust me. This high-value approach works.

Have you heard of the bikini principle—the idea that giving away content is like wearing a skimpy bikini?

Just like a woman wearing a skimpy bikini, you might feel uncomfortable that everybody sees “everything” when you give away content.

But the truth is that—also like a bikini—it doesn’t matter how little you’re leaving to the imagination… People will still want to see the rest.

Here’s the takeaway, in more tasteful terms—it doesn’t matter how much of your knowledge you give away… There will still be people who come to appreciate your expertise—and then want to pay you to use that expertise with them.

So throw that call to action up there. Give visitors the little checkbox that says, “Subscribe to our newsletter” or “Get our free e-mail series in your inbox.” Just make it work well for you. Don’t just let people say, “Call me,” and leave it at that.

4. Take advantage of the “Commitment and Consistency Principle”

Here’s a bonus tip—you can make great use of the Thank You page that comes up after a visitor submits your contact form.

The psychological phenomenon at play here is called the “Commitment and Consistency Principle.”

When a person commits to something—when they make a decision, or support a particular cause, or choose to spend money—they will then be more likely to do other things that demonstrate consistency with that first decision.

For example, let’s imagine you spent $50 at the local electronics shop on some speaker cables. You might go home and tell a friend, “Oh, it was a great store. Their service was awesome, and the price was perfect.”

The next time it comes time to make an electronics purchase, you’ll experience a subconscious urge to shop at that same store—just because you already did it once and then talked about how great it was.

If you were to then shop at a different electronics store, you’d experience what’s called “cognitive dissonance” about your original choice.

If you said the first store was so great, then why aren’t you going back there? Were you lying about the store being great? Did you get cheated out of your money? If you go somewhere other than this supposedly great store, are you doing them a disservice? Will their business struggle because of you?

These thoughts may not necessarily be conscious ones, but most people still go out of their way to avoid this kind of cognitive dissonance.

Nobody likes to feel like they made a mistake.

If you were to go to a different store, it might make you start to wonder if you were initially wrong, so therefore you’re more likely to go back to the same store and buy from them again.

That’s the Commitment and Consistency Principle in action. (If you’re curious, you can read more in Robert Cialdini’s Influence: The Psychology of Persuasion.)

This principle is also why salesmen ask you if you’re having a nice day. When you say “yes,” you’re subconsciously going to be more likely to say “yes” again.

They’re engaging your consistency mechanism—if you say yes, you’re having a good day, then some part of you is going to be reluctant to say no, you don’t want your windows washed.

You can engage the same mechanism—ethically, of course—by remembering that your visitor just filled out your contact form and encouraging them to do something else you want them to do.

They’ve committed to you—so they’re going to be more willing to do other things at that moment. Maybe that’s following you on social media, or signing up for an e-mail series that you’ve got, or even buying some small type of product that would help them.

Subconsciously, your visitor will want to demonstrate consistency with the decision they just made to contact you—which means you can gently touch play to that psychological need…

And watch the number of your interactions with prospects climb.

Now that’s a Contact page that works.

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