While buyers are typically 70% of the way through their process before they reach out, you need to make it simple for them to get in touch when they're ready.
Think about it — your dream customer has made it to your website, read your blog posts, your company and product information, and maybe even downloaded some of your eBooks or product files, but when they're finally ready to reach out or submit an RFQ, you leave them hanging. Not the best experience, right?
Many companies focus attention on optimizing their home pages or information pages, make sure that the contact us page isn't overlooked, as it is one of the most valuable pages on your website. In fact, it's one of the simplest quick fixes we recommend implementing for your manufacturing website.
No need to stress if you don't have a stellar page set up — we're here to help.
Best Practices For Making Your Contact Us Page Discoverable
Make Your Page Easy To Find
Having the perfect page isn’t just about its design or the elements you should include on it — it needs to actually get found. If users can’t even find this page, how can you expect them to fill out a form and get in contact with you when they are ready?
We recommend having a call-to-action in both the top navigation of your website in addition to the footer. And it doesn't hurt to put them occasionally on places buyers might be ready to ask questions such as your about page or certifications page.
Include A Call-To-Action (CTA) On Your Site
We mentioned this in the section above, but it's so crucial we wanted to reiterate it here.
Many websites in the manufacturing and industrial space tend to stick forms on pages, which can look quite spammy or interrupt the flow of the design. We prefer the best practice of creating enticing CTA buttons across websites and in blog posts (or on social media channels, as Facebook and Instagram both let you include them on your profile) and linking off to a dedicated contact page.
The form and CTA should work in tandem to fuel your industrial lead generation strategy, and ultimately, you're leading your prospects down the funnel from evaluating your business to contacting.
Whether that's a phone number, email address, or button at the bottom of your form, the prospect should be able to clearly pick his or her preferred method.
What To Include On Your Contact Us Page
Contact Us Form
This is super obvious one, but we have actually seen many contact us pages without a form. Crazy, right?
Adding a form for prospects to fill out will not only guide them on how to present their problem to you more clearly, but it also helps you gather and organize the information internally to help solve their need. The form should be short, to the point and should avoid unnecessary fields or words to remain simple and easy to follow.
Interesting information for you — we've tested it, and we learned that left-aligned forms consistently outperform right-aligned forms.
Multiple Points Of Contact
Having an online contact form is a must, but it doesn't hurt to add your phone number, physical address, and email address so that customers and prospects can reach out through their preferred form of communication.
Not everyone likes to contact people in the same way, so providing options shows your company is flexible and works with users in the way that works for them the best.
Memorable Creative And Copy
Don’t be afraid to show visitors and potential customers what your business is made of before they even get in touch. Include engaging copy and imagery that entices them to contact you. Some examples include:
- A customer quote that shows off how satisfied the customer is by partnering with you.
- A list of blogs or press releases that showcases your thought leadership and expertise in the industry.
- Relevant, simple imagery aligned to your brand and website design. Consider adding a map of your location and physical address to boost SEO terms. (Click here for a refresher on what SEO means.)
Check out how a cold-root rolling manufacturer increased their Contact Us form submissions by 76% just by including a simple arrow.
How To Engage After Someone Fills Out A Contact Form
Thank You Page
After the prospect submits the form, it should connect to a simple thank you page. This is something that is often overlooked, but it provides assurance to the person reaching out that their request is on it’s way to your inbox.
Give your industrial leads an expectation as to when you'll be touch, and of course, simply thank them for submitting the form.
It can also serve as a landing page to direct prospects to other useful content and resources.
No matter who your customers are or what your buyer personas are like, every business in every industry should strive for a great and actionable contact page. Remember, this is one of the first steps the prospect will take to get to know you better — first impressions matter in website design.
A well-thought industrial website design and layout that clearly guides your visitors through their customer buying journey is the start of a great business relationship — so take advantage of these tips to optimize your contact page.
Still, need some help? Check out the Thomas contact us page and contact a member of our team. (Polite nudge!)
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