No matter what industry you are in, contact pages are essential when creating your website. Additionally, the information you put on your contact page is crucial as well. While your customers will certainly be able to reach you if you simply provide an address, phone number and email, there are several distinct benefits to providing a web form. Let’s discuss the advantages web forms have over clickable email links and traditional contact information.
Customers like Options:
Some people would prefer to speak directly with a company representative while others find getting on the phone time consuming. Providing all the possible ways to contact you (i.e. phone number, address, email, and web form) allows your customers to choose the contact method they prefer and avoids frustrating customers when their preferred method is not available.
Receive the Type of Information You Need:
Web forms are unique in that they give you the ability to control the type of information you collect from your customer. By providing specified fields and designating which of these fields is required, you ensure that your web visitors are giving you the information you need. When you simply provide an email address, your invite open ended communication with no direction. We often explain to clients that web forms can also be leveraged as a way to pre-qualify a web inquiry.
For instance, take our client Star Kidz. They offer performance arts classes for children. Their classes are offered in five separate locations for various age levels. Thus, on their form, visitors are required to enter their child’s grade as well as their location of choice. This allows Star Kidz to better serve individuals who fill out their form, giving them a chance to review their class registrations to see if the desired class is full prior to touching base with them.
Forms are Trackable:
In order to measure the effectiveness of your website, you need reliable metrics. Web forms give you just that. By setting up goals conversions from Google Analytics, you can track how many people visited your contact page and of those individuals, how many actually filled out the form. In addition, you will be able to tell what website they came to your site from, allowing you to track which of your marketing efforts is converting the most. Clickable email links do not let you drill down in the same way, making them much less trackable.
Most web forms are designed to feed into a data file and email the inquiry to the company contact designated to receive the form. Be sure that your forms are set-up this way. This will ensure that if that staff member’s emails are deleted or lost, you have a back-up on your website. This file can then be downloaded into a customer database or uploaded into your mass email service. No re-typing required.
Convenience is Key:
Clickable email links automatically open your customers’ default email program. If they haven’t set up their default email or it is not the email they’d like to use to contact your business, you run the risk of the customer becoming frustrated and leaving your site without contacting you. This is more prominent than ever with so many people using Gmail. Web forms are extremely convenient as your customers do not even need to leave your contact page to reach out to you. This also increases the chance that your customers will spend additional time on your site after they have contacted you.
Though you should provide all of your relevant contact information on your contact page, a web form should be front and center. If you need help adding forms to your site or deciding on the relevant fields for your forms, reach out to us. We’d be happy to help!