This is part five of my Write Your Site Series: A 6-part guide to writing your core website pages (Home, About, Services, and Contact), followed by a step-by-step checklist to launching and marketing your new site. Today’s post is about how to write a contact page that seals the deal.
Your contact page is the last step in making a solid impression on your reader before they inquire about your services. Which means you need to put more than an intake form on the page to seal the deal.
Because nothing says, “I’m a business owner with my stuff together,” like a detailed contact page that sets expectations, answers questions, and ensures people know you’re the one who can help them with whatever they’re struggling with.
I have 6 sections your contact page needs to connect and convert.
You might be thinking that 6 sections on a contact page seems like a lot. And contrary to what you’ve probably heard before, it is.
But did you know that web pages with less than 300 words will get flagged by Google?
So if your current contact page only has a “Get in Touch” headline and an intake form, these are the sections I suggest adding to hit that word count while serving your audience.
1. Personality-forward, on-brand headline
Help your reader confirm you’re the right choice by injecting some personality at the top of the page.
For instance, my contact page headline plays off the fact that I’m a copywriter and adds to the language spread across my site that’s related to stories / narratives.
The headline reads: “Your next chapter begins here.”
Which is a bit more exciting than something like “connect with us” or “get in touch” if you ask me.
This will also help your reader get excited about working with you! You don’t want to have a website full of personality only to end their experience on your site with a contact page that says nothing but “contact us” above an intake form.
2. When they’ll hear from you
Be overly communicative about when people can expect to hear from you so you don’t feel the pressure to respond immediately and they know what to expect next.
It can be as simple as including a sentence like: “You can expect to hear from me/us in 24-48 business hours.”
But if you include this bit, make sure you *actually* respond within the timeframe you mention. You never want to break a promise with your clients — but especially not before they’ve even had the chance to book you.
So make sure you get familiar with your communication policies so you know what you’ve promised.
3. Your working hours and/or location
In the spirit of being overly communicative, add your office hours to your contact page, too.
This helps set expectations and boundaries with potential clients about when you’re available to respond to inquiries, questions, or other requests.
If you want to take it a step further, you can set up an email auto-responder in your CRM to let them know you’ve received their message while they wait for a more custom response.
But don’t skip out on personality in the auto-responder either. An inquiry doesn’t guarantee a booking. So show your personality, be friendly, be helpful, and add more than a generic “Thanks for reaching out!” response.
4. Frequently asked questions
To me, this is one of the most important elements of a great contact page.
Include answers to questions they probably have to eliminate some of the back and forth emailing that happens between the initial inquiry and booking.
Some questions your audience might have are:
- Do you offer payment plans?
- What is your process like?
- What timelines can I expect?
- Do you offer [this service] in addition to [this other service]?
- Can I hire you to [do this thing]?
Start taking note of what questions you’re being asked in your intake forms and/or discovery calls and add those to the page.
5. Social proof
Social proof includes things like testimonials to help confirm that you’ve gotten results in the past and logos of partners who trust you to show how great you are to work with. In fact, social proof is so strong that I’d argue it should be on every single page of your website. Including, you guessed it, the contact page.
If someone lands here and thinks “Hmmm… I’m still not sure yet,” and starts to scroll, a testimonial or two confirming that you’ve gotten past clients real results might just be the thing that seals the deal for them.
6. Short about section
Everyone moves through your site differently. If they’ve landed on your contact page, they probably read about you by now. But it’s wise not to assume ANYTHING on your website.
Include a short about section to show your face, introduce yourself, and share your heart behind what you do.
Bonus points if you can inject your personality into the paragraph because humans like working with other humans. So write this section like a human! Not a corporate (or actual…) robot.
I so hope this helped you! Now go add some meat to your contact page. 🙂