Recently I was trying to track someone down to be part of a joint venture event. I read her bio and listened to her video. She was perfect.
But as I tried to find her, I began to wonder if she’d been inducted into the Hidden Witness program or entered a cloistered convent. There was absolutely no contact information anywhere. Finally I sent a message via one of the social media platforms, hoping she’d check in.
If you’re so successful or so exclusive that you don’t ever want people reaching out to you, that’s a great strategy. If not, I advise all my clients, make sure you include a contact page, right on your menu.
What’s on your contact page?
One marketer includes detailed instructions of what to do if you’re dropped off the email list, if you’ve got clients or if you’ve got product access questions.
He even makes a list of people he doesn’t want to hear from, including students (“I do not offer free marketing plan examples”); web optimization services (“No thanks”); and link exchanges (Please don’t contact me”).
Another marketer takes the opposite route. He points out that he lives in a certain city in the US but does business all over the world. “Got a phone? Got the internet? We’re good to go!” His message is warm and friendly, and he communicates clearly that he’s only interested in serious prospects.
I’ve found that it’s helpful to get specific.
For instance, I welcome calls from reporters who are on assignment. I’m thrilled with opportunities to speak. But I won’t buy from anyone who begins our relationship with a sales pitch.
Do you have a form for visitors to complete?
For some reason, many people seem to like filling out a form in preference to clicking on an email address. Also, the form helps you collect information that you might not get otherwise.
To add a form, check first with your email service provider. You need a form that allows input as a “textarea” field. Some service providers make it easy to do this.
Will visitors find your page easy to use?
If your audience uses mobile services (which is almost anyone, these days), make sure your page registers as mobile-friendly. The best way to do this is to use a premium theme that’s set up to be responsive, i.e., readable on many devices.
Pick a theme that you like out of the box. As you customize a theme, you can lose responsiveness. When you hire a tech support person, make sure you choose someone who knows exactly how to code your theme to be responsive. It probably won’t be cheap.
Your contact page can go from Cinderella to superstar.
For many business owners, the contact page turns out to be an afterthought — something they feel “I really ought to have.” It’s the Cinderella page that everyone takes for granted.
The truth is, serious prospects will look for a contact page when they visit your website. They’ll look for guidance: is it okay to send a query? What can we ask about?
And a few tweaks to this page can help steer tire-kickers away and discourage sales promotions.
I’m Cathy Goodwin. I work with small service-based businesses who need help identifying their ideal clients. I do this in a unique way by finding their client’s backstory. Check out this free training webinar at http://cathygoodwin.com/backweb