As an independent blogger or marketer, you’ll need all the help you can get to make the most out of your blog. And it all begins with how you build your contact form page, the place that connects you to your audience.
A contact page’s goal is to turn site visitors into leads. However, there are times when visitors leave your site because your contact page simply falls flat.
You don’t want that because your visitors wind up on your competitor’s page instead!
It doesn’t make things better especially considering that the contact form conversion rate is only 3% according to a report.
But that doesn’t mean you can do anything about it.
There are some techniques you can follow to increase your lead generation percentage. Read on to know what these are.
Less Is More…
Don’t include fields that aren’t relevant to your website visitors.
Name, email, phone number, and message fields should be enough to generate leads. Your conversion rate increases when your forms don’t require people to fill out hundreds of fields.
Another report says that limiting your form fields to a maximum of 10 increases conversion by 120%. Furthermore, reducing it to less than fields ups your conversion rate by 160%.
…but More Questions Work Too!
Using fewer fields might be useful. But that might not be sufficient all the time. There are times when asking lots of questions can do good as well.
However, this only works if you ask questions that make sense.
While not necessarily an independent blog, Green Country Law’s personal injury intake form is a perfect example.
The questions asked here put the visitor more in-depth into the sales pitch.
This form also known as the discovery form is an example of questionnaires that aims to help the site owner learn more about the audience filling out the answers.
It also specifies things so that the visitor can provide the right information to the expert.
Finally, it shows the site’s experience in the field because of the specificity of questions asked.
Some people prefer a more dynamic way to help customers reach out to you from your page.
Just because they visited your site through organic search or paid ads with help from an Adwords consultant, there’s no guarantee they’ll fill out your forms, let alone see it!
One good way of making your contact page dynamic is by using pop-ups. This is also an effective call to action (CTA) because of its “aggressive marketing” nature.
The best types of pop-ups that work with contact and landing pages are exit, sidebar scroll, and entrance overlay pop-ups.
Exit pop-ups are useful because it shows up when the visitor leaves the page. It gives your contact form a second life as it asks the visitor if they really want to leave. In other words, it prompts them to stop leaving and fill out the form.
Sidebar scrolls also work as humans are naturally inclined to respond to moving objects. Scroll down through the page and a pop-up prompting you to avail of their service shows up.
The same goes for entrance overlay pop-ups that show once you’ve entered the site.
Depending on your site, you could be dealing with a few hundred to a thousand visitors.
Unfortunately, most of their questions about your blog or business are the same. You’ll sound like a broken record answer the exact question you answered an hour or days ago!
Since you’re a one-man team with most of your time spent on creating content and marketing to your target audience, it’s best to automate this process using bots.
These machines can chat with thousands of users simultaneously and without delay.
Even the best AI chatbots are inexpensive and can provide answers that people need to know. By setting it up properly, chatbots give you a higher chance of increasing your chances to capture leads and convert them into customers or clients.
And since chatbots run on autopilot, you can even use your time on other more important matters.
Increase Channels of Communication
Aside from chatbots and sign-up forms, there are other ways for visitors to reach out to you and your sales team.
For instance, consider using a direct call widget in which people can talk to you on the phone.
While it may seem like phones are a bit dated compared to online channels, mobile devices remain a great way to connect with your audience provided you are in the appropriate industry.
A perfect example is the real estate business. Companies in this niche using their blogs to build relationships with their target audience mostly use phone numbers to discuss opportunities with sellers and buyers.
Another channel you can use for your contact page is live chat. This works similar to a chatbot, but it is less automated.
Despite its evident disadvantages, setting up a live chat widget across different pages on your site lets you build a more personal relationship with your audience.
That means people can expect an actual person talking to them on the other side who’s more than happy to help them out in any way they can. This could potentially result in increased click-through rates and potential clients!
Where you place your contact form or widget matters. It’s best to place it above or below the fold, on sidebars, or on the footers.
According to a report by the Nielsen Norman Group, visitors are 102% more likely to see your contact form is placed above the fold.
Sidebars are also an excellent place for contact forms because they are easily accessible. Meanwhile, footers also work because many scrolls to a page’s bottom to search for information. You might also want to place the form outside of the contact page to generate more replies.
At the same time, you may think outside the box and include your forms and other calls to action in your blog posts.
The intention of people when reading a blog post is to learn more about a topic and not necessarily to engage (at least not all the time). But having call to action buttons in the blog content is a much more viable option compared to a comment section since most comment sections are abused by spammers.
This way, they can directly reach out to you if they have questions about the content you wrote. Then you can find a way to bring them down your sales funnel and turn them into brand advocates.
Leverage Social Media
Readers can promote their contact or landing page by including a link to their Twitter bio and pinned posts, Facebook page About section, and more.
They can also post the link on their other social channels to generate more awareness about your form.
Social media marketing helps you tap the right audience as it promotes your brand to lots of people. It does this while narrowing down your niche and finding potential leads.
Finally, you need to create a lead database where you can score each one of them properly.
It’s not enough to simply collect them. You need to know what to do with each of them so you can profit!
Doing so allows you to determine which stage each of them is in your sales funnel.
Also, you have all the information to send them personalized messages to increase conversions and turn them into clients.
To organize your leads the right way, you can use CRM software. Since there are lots of tools to choose from, here’s a handy CRM comparison guide to help you choose the best one for you.
And if you want to make a move from one CRM to another, there are automation tools that will help you get the job done like this Hubspot and Salesforce integration.
Creating the perfect contact page following the tips above will be a big help in your lead generation process.
One thing, though: don’t focus just on aesthetics because looks aren’t everything. Instead, work on your conversion rate optimization, which includes appearance, layout, placement, and others!
By reducing friction, even using a simple contact form as calls to action for your different website pages can result in more people filling out their information if the page is structured optimally.
So, the smoother your contact page gets, the easier it is to get your target audience to sign up. Ensuring the best experience for your visitors is the key to getting more qualified leads and shoring up your blogging or marketing strategy.
First published in 2019; updated January 2022