Contact Page Best Practices

People visit websites to connect with businesses. So, a Contact Us page is an essential element of every website. The right content on this page can improve both customer satisfaction and SEO.

The best practices list starts with having a contact page. This is a basic and critical way you engage with site visitors, signaling that what they want or need is as important as what you want to share.

Make sure it’s clear how they can get in touch. Don’t get fancy with the navigation label – call it “Contact” or “Contact Us.” Add the menu item to your main and/or footer navigation.

A contact page needs to offer more than a form. There will be people that don’t understand the form, who can’t work it from a small screen like a cell phone and/or are just naturally averse to submitting any information online.

Provide more contact options, like an email address, phone number or social media. Only list options that you want people to use and that you will commit to monitoring. Don’t ask people to tweet if you never monitor your account!

Keep the page current. Like all your other web pages, your contact page needs maintenance. Make sure your information is accurate at all times. If you have a form, periodically test it to make sure it still works.

Content Marketing Basics

Content marketing works. It is the path to establishing your subject matter expertise and positioning your brand and its products and services in the minds of your target audience. The main idea of content marketing is to build an audience and to distribute content to multiple online locations.

There’s lots of content out there, but following the right plan will help you achieve your goals. And, setting those goals is where you need to begin.

Establish Clear Goals

What is the goal behind your content marketing? The type of content you need to create depends on your goals and your audience.

Select Effective Channels

With your goals and audience in mind, pick the places where your content needs to be.  Then you need to develop your content in a way that is effective for those channels. Facebook content needs to be presented differently than Instagram, for example.

Create a Calendar

Create a plan for where to post and when. This lets you accomplish the daily, weekly and monthly tasks that will add up to impact your goal.

Assess Progress

Pay attention to what content gets engagement and what falls flat. Be willing to let go of what seemed like a great idea but isn’t catching the attention of your audience. In addition to these daily observations, take periodic assessments to determine impact and any larger patterns of impact.

4 Steps to Great Content

What makes content great? It all boils down to 4 important criteria. Apply these to your content to improve the way that you connect with your target audience online.

Make sure your content is presented in a way that your target reader will understand. Whether text, audio or video, the message needs to make sense.

  • Addresses their questions and concerns
  • Presents logical details
  • Uses terms they understand

Keep in mind that online readers scan items. Make sure the headline and subheads tell the story.  Provide the most important details up front.

Your content has a purpose. Your call to action should reflect that purpose.

  • Want readers to access more info? Provide the link.
  • Want them to make a purchase? Include a Buy Now button.
  • Want them to ask questions? Allow comments or provide an email address they can use.
  • Want them to share? Include links to key social media.

You get the idea. Make it easy for people to act on the purpose behind your content.

Your content can’t be great if no one can find it. Be sure to know the words and phrases (keywords, anyone?) that your target reader uses when looking for information. Use those words in the title and subtitles, as well as within the content. Also be sure to use keywords in ALT text for images and the meta description tag.

Speaking of sharing, getting readers to share your content with their network is an important ingredient to building online credibility. Research shows that content is more likely to be shared that:

  • Creates an emotional response
  • Asks explicitly for a share and offers a compelling reason to do so
  • Has easy tools that enable sharing from the same screen as the content