How To Design The Ultimate Contact Page

By Gavin Kilgallon on Tuesday, 8 April 2025

Businesses looking for us to redesign their websites often ask our web design agency how they can improve the conversion rate of their contact page. They have the traffic, but the number of people following through with a contact request is low.

We know from experience that if a new website visitor lands on our contact page after looking at our web design services or viewing our award-winning web design showcase, we need them to submit an enquiry. If we don’t achieve that, we need to ask ourselves why.

Drawing on our extensive experience as a top-rated web design company, we will share some firsthand knowledge about what makes a contact page work, as well as best practices and tips.

Ensure It Is Clear With Simple CTA Triggers

The contact page must be simple, enabling potential clients to contact your business with minimal effort. It needs to be intuitive, obvious and quick to action. There should be no distractions, pain points or unnecessary tasks. The objective is to allow the user to get in contact by phone, email or by completing an online form with minimal effort.

Some techniques that can be embraced to maximise user experience include:

Simplified and obvious layout where the visitor does not need to think, leaving no room for confusion.
If your page contains a form, limit the number of fields that need to be completed, keeping it to just the essentials. Every additional field you add will result in fewer people completing the form.
Always make important contact information readily available and clickable. If using a mobile phone, clicking on a phone number should automatically allow visitors to make a call.
The design should be responsive and checked on mobile devices and browsers.

A Well-Designed Contact Form

The contact form can be one of the main avenues for introducing leads into your business. Hubspot states that by reducing forms from 4 fields to 3, completion rates can increase by up to 50%. Some tips that should be considered to enhance form design include:

Keep fields, especially compulsory fields, to an absolute minimum. Do you need first and last name, or would a single name field suffice?
Make text easily readable, especially on mobile devices.
Help the user with auto-text or drop-down options if required.
Use real-time validation, pointing out incorrect email input or contact number.
Confirm that the form has been successfully submitted.
- On-page confirmation.
- Email confirmation.
- Redirect to a new page.
- Add behind-the-scenes anti-spam protection so you are not inundated with fake enquiries.

Add A Physical Location

Certain businesses might not need to display a physical location (for example, businesses providing online courses), but for the majority of companies, having an address has lots of benefits:

It can promote your business to local companies/customers in your area.
There are SEO benefits, such as appearing in local search results and Google Maps.
Communication and customer expectations can be improved by understanding your business time zone.
Fosters trust in your business, as potential customers can see you have a physical address, and this often offers reassurance, especially for first-time customers.

Inform & Manage Expectations

Minimising uncertainty and confusion increases the likelihood that your contact page will create a conversion. If visitors are completing an action (form completion, sending an email, leaving a message, etc.), it is possible to help manage their expectations through the contact page.

Provide a time estimate of when they can expect to hear back.
State the times when the business is open.
If fields are mandatory, make it obvious.
Offer flexibility through online chat, email, or phone.
Emphasise site security if they are entering personal information.

There is a fine line between managing expectations and overcomplicating a contact page with too much information. You need to strike the right balance.

Essential CTAs

If you have an action you want site visitors to take, they might need a nudge, which can be done through call-to-action triggers (CTAs). We see them all the time:

Contact Us Now.
Make A Booking.
Instant Message.
Let’s Talk, etc.

For more information on how to make CTAs work, read the article Tips for Crafting A High-Converting Service Page, which also applies to the Contact Us page.

Review With Analytics

Analytics should be on all pages of your website. They allow website owners to better understand website visitors, their actions, and many other attributes. They provide information on how your website is performing and if any pain points need addressing. This data is even more valuable when it comes to your contact page.

Benefits Of Having Analytical Information:

It helps you understand your visitors and what they do on your website.
It gives you the information to create a superior user experience, tweaking designs and layouts for optimal completion.
It allows you to improve conversion rates by identifying friction points and reducing bounce rates.
It provides the ability to compare changes made to the page and ascertain what works best.

Some of the most commonly used analytical tools include:

Google Analytics - Free, with real-time data and event/behaviour reports.
Hotjar - Provides user heat maps and polls.
Kissmetrics - Tracks user journey and behaviour.
Amplitude - Looks at user behavior and retention.
Crazy Egg - Good for heat maps and A/B testing.

Summary

If you’ve managed to get users to your contact page, you don’t want to lose them. Once they get that far, you must convert their curiosity into an enquiry. If you believe your contact page could use some improvement, feel free to contact ID Studio anytime for an informal chat and expert insights.