In many ways, your website contact form is the key to success in digital marketing. Especially if you want to use your website as more than just a digital billboard, turning it into an enquiry-generating tool, you probably use a contact form as a gateway for visitors to convert to leads and advance in your sales funnel.
So how can you use your humble website contact form to boost your website enquiries?
But no matter how well your digital marketing efforts and website are set up, your efforts to generate quality will fail if the final step in the process isn't quite right.
Here 5 strategies to improve the quality and quantity of enquiries through your website content form.
1) Find the Perfect Position
The first step is to make sure that your contact form is placed in the ideal spot for your audience to see it and convert. Placing your form above the fold, meaning that no scrolling will be required to get to it, is a crucial first step.
In addition, you can use behavioural data to improve your form placement. You need your visitors to notice the form relatively quickly, but it shouldn't be the first thing they see; instead, they should get to it only after reading some convincing benefits about the benefits of signing up. Because we read from left to right, a right-hand placement of your form tends to perform best.
2) Optimise Form Length
The fewer fields your audience has to fill out, the more likely they'll be to convert. Common sense, in this case, is supported by plenty of data; in fact, even reducing your form fields from 4 to 3 can improve your conversion rate by more than 50%.
Of course, you'll sometimes need to ask for more than name and email. So generally speaking, try to keep your form to less than 7 fields, and make some of these fields non-mandatory to increase your enquiry conversion rate.
3) Write a Compelling Headline
You may not think of the headline for your form as important. After all, the page on which it lives probably already has a compelling headline seeking to draw in your visitors and get them engaged.
However, your form deserves its own header. In fact, you can use that header to communicate exactly what benefit your audience gets from signing up. If you're offering free, long-form content, a headline along the lines of Get Your Free Ebook Now lets your audience know exactly why they should give you their contact information.
4) Stay Away from Qualifiers
You want the data that gets into your database to be clean, and you want to be honest to your audience. However, that can lead to complications within your form that are best to avoid.
You should never, for example, use captcha on your forms. It may filter out some spam sign ups, but also discourages legitimate visitors from signing up and significantly decreases your conversion rate. In addition, stay away from notes about the privacy of the data you're collection, which will actually get your audience to think about the potential negative implications of signing up more than the alternative.
5) Improve Your Submit Button
Finally, pay special attention to the final button your audience pushes to send their information your way. Most form builders offer a standard submit option, but it's actually the worst possible alternative for long-term, sustainable success in generating enquiries.
In fact, using submit as the central language of your button actually decreases your conversion rate by up to 30%. On the other hand, including action-oriented, first-person language increases your enquiry generation by more than 25% above average.
You may think of your website contact form as a purely functional tool. But if you truly want to embrace lead generation, optimising it is crucial. With the above strategies, you can improve both the quality and quantity of the enquiries you generate.
Of course, you still need a website and digital marketing strategy that helps get interested visitors to your website. For help in that area, contact us. We'd love to talk to you about our web design services, and how they can help your business succeed and grow.