When we were talking about writing a post on copywriting for contact us pages, a fellow copywriter said something to me that set the proverbial wheels in motion for the topic of this (and the next) post.
“What the heck do you do about the form thing?”
Which is a great question, because it speaks to two distinct problems with contact pages.
- Everyone assumes that if someone is going to the contact page, it’s job done. Which is wrong, and we all know it. But for some reason, contact pages get overlooked anyway. Too bad for the customer.
- A form is seen as either a barrier to a sale, or a ubiquitous bit of web technology that we’re all used to. We include a form anyway, but don’t really want to. Too bad for the customer.
So, rather than debate endlessly the merits of forms and how to make them more user-friendly, I’m going to take a lateral step and hit for the chin.
Let the customer contact you in the way THEY want
Give them everything you’ve got. Every possible way of connecting with you. Why?
Because that’s good customer service. Copywriting is all about directing people toward what they want.
Choice shows confidence and integration.
A lonely form, all by itself with no other way of reaching you says ‘Keep Out – Danger!’ Not the kind of message that makes sales or wins friends.
Putting it all out there for your customers to use as and when they want to says ‘I’m here, and I’m ready to speak to you however you’d like!’
Contact ingredients
Here’s what I think needs to be on a contact us page:
- Introduction that lets the customer know you care, that they can choose how to contact you, and when they can expect that you’ll respond to them
- Contact form with intuitive fields and buttons that say what to do (rather than ‘submitting’) i.e. Contact Us, Send, Send question, Make contact – If you’re stuck, hire a copywriting service for ideas
- Full postal address
- Map showing head office location (or link to one)
- Phone number (and free phone if available)
- Mobile number (if available)
- Email address(es) of relevant contact person/people
- Skype ID (if you have it and use it)
- Twitter @ name linked to your page on Twitter
- LinkedIn link
- Facebook page link
- Other social network contact links
Just one more thing.
If you are going to use a form, please please please do something more with the ‘thank you’ message than saying ‘the message was received.’ This is a prime place to do some great copywriting and keep on engaging your reader, rather than creating a dead-end.
Coming next in the series – Contact pages need a copywriter too Part 2 – Email addresses and phone numbers
