10 Contact Page Techniques That Make People Get in Touch with You


Your website’s contact form may seem like the most mundane element of your site, but every marketer should pay attention to it.

In the past, I didn’t give contact forms much attention. It was a sub-secondary didn’t-care-about-it page when I had a lot more to worry about.

Then, I ran some tests on removing a single form field and found this one change boosted my conversions by 26%.

A 26% lift may not seem impressive to some, but from an annual perspective, that one change grew revenue well into six figures.

If you know anything about me, you know I’m obsessed with split testing. I kept testing, kept tweaking, and kept optimizing my contact page. With every test, I learned some new lessons.

Here’s my big takeaway: Getting people to contact you is valuable. Making it easy for them to contact you is even better.

Why? Because these are warm leads.

Anything you do to move qualified leads into your funnel is a smart move.

How do you turn your boring ol’ contact page into a massive lead magnet?

Let me give you the perspective-setting intro, then we’ll dive into some tricks.

Shift perspective to focus on the right things

When marketers are examining their funnels, they typically look at everything under a microscope, especially calls to action (CTAs).

There’s this huge drive to make sure CTAs are perfect. So we change, test, retest, compare samples, examine confidence levels, play with colors, and test some more until we feel like our landing pages are kicking ass and taking names.

Do a search for conversion optimization case studies, and you’ll see what I’m talking about:


I searched and came up with pages of landing page, sales page, e-commerce and opt-in case studies.

What you see less often is case studies on the performance of the contact page. Yet, it’s the one constant customers tend to be most familiar with and use for a variety of reasons:

  • can’t find something on the site
  • need help with a return
  • custom order information
  • wholesale request
  • vendor inquiry
  • press and media requests
  • affiliate requests
  • finding out hours of operation

That’s just a few things that funnel through the contact page.

The magic of contact page optimization

Given its potential for not only generating leads but also acting as a potent trust signal and delighting customers, the contact page should be in your top 5 list of conversion points to fix.

Here’s a case in point. Click Optimize took on a client that saw, on average, 3,800 monthly visits, which generated around 56 goal completions on the “contact us” page.


They tightened up the contact page and added a short-list contact form in the sidebar of the content. The result was impressive. Without any real change in the amount of traffic, the goal completions climbed to 175.


Imaginary Landscape relies on its contact form to generate new leads for the company. The original form on the “contact us” page contained a total of 21 fields and check boxes. Clearly, the company wanted to gather as much information as possible on leads.

The downside is the data-heavy form was seeing a conversion rate of just above 5%.


The company revamped its contact page, trimming it down to four fields to minimize the load on the visitor:


What I’ve consistently seen with contact pages is that less is more.

When you look at forms like the first one above, with all the extra information, a lot of those fields are extraneous. They provide little value in terms of qualifying a lead.

When you trim it down to just the information that’s important, conversions go up. In this case, they rose from 5.4% to 11.9%—an increase of 120%.


But I want to clarify something here because I don’t want to set a dangerous precedent and have you running to your “contact us” page and chopping fields from it.

Less is more, but just the fact that you have less of something doesn’t mean you’ll have more of something else.

It’s okay if that doesn’t make sense. I’ll clarify with another case study by Econsultancy. They shared a daring test from Kindercare.

Kindercare is a national chain with more than 1,700 child care centers throughout the United States. That means it has to maintain a careful balance of increasing contact conversions while gathering as much information from parents as possible.

In one split test, Kindercare decided to increase the length of its form:


Based on everything I’ve said up to this point, you would expect that to be a mistake.

To their surprise, conversions didn’t plummet. There was no drop from using the longer form, and they benefited by getting extra information for their sales team while the quality of leads increased.

That’s the point I want to make about this: It’s not always about fewer form fields.

It’s about collecting the right information and using fields that have a higher perceived value to the prospect.

If they feel that they’re forced to share pointless information, you’ll lose them.

Dan Zarrella researched the contact forms of 40,000 of their customers and found that conversion rates improve by almost half when the number of form fields is reduced from four to three.

Results vary, of course. You need to test what works on your contact page specifically, and that’s what this post is about.

Here’s everything else you should be looking at to design a contact page that creates more conversions and provides real value to you and your visitors.

1. Long forms or multi-step

Since we’re talking about form fields, there’s another point I want to address.

You don’t always have to chop the fields to simplify the submission process of getting in touch with you.

If you absolutely must collect information, but your conversions are abysmal because of the opt-in you’re using on your contact page, you should consider a multi-step contact page.

You’ll see this a lot with landing pages because it’s effective. It presents the visitor with a few basic fields—the most vital information you need to obtain.

When they click “submit,” they are taken to another form that gathers just a little more information. This gives you the extended information you need, but the visitor feels they are only making short submissions.

It reduces the chance for the visitor to feel fatigued or frustrated.

Vendio’s design is an example of it:


The version on the left was a bulleted list that led to the contact form in a multi-step submission.

The version on the right had the contact form embedded into the first page and was a single-step process.

In that case, the two-step process lead to a 59% increase in form completion.

2. Building trust with visitors

The people visiting your site have already taken time out of their day and spent it with you. They have some kind of a problem, and they’re hoping you offer the solution. When they’re ready to engage, they visit your contact page.

And that’s where they are met with fields asking for a lot of personal information.

If you want them to hand the info over, you need to establish trust and reduce friction. Achieving that is a lot like the way we engage people in the real world. It comes down to the little things you can do when engaging someone:

  • Be clear about how personal information is used and the purpose of the form.
  • Articulate that all information is kept private and link to your privacy policy.
  • List your contact information on the “Contact Us” page; it’s easier for people to share information with other people and not some blindly labeled web property.
  • Keep the user experience in mind; don’t use complex fields that require dashes or special characters.
  • Place trust signals on your contact page: affiliations, certifications, awards, and membership badges.
  • Show social proof with testimonials that include faces.


3. Be hesitant to use mandatory form fields

But we need all this information for our sales people.

Have you heard that before?

It doesn’t matter what you want. It’s what the customer wants. Don’t be one of the reluctant marketers who hate optional form fields.

Countless tests have shown you can get better data, and better qualified leads, by not requiring data in your form. Here’s an example:


The above form, void of required fields, converted 31% more visitors into leads. Not only that, the leads were actually more qualified buyers.

Trust goes both ways, and your prospective customers are more likely to respect you more and supply better information when they feel like you trust them.

4. Ask only for information that matters

Simply put,

if you don’t need to know it, don’t ask for it.

You’ll get far more conversions from your contact page by sticking only to the information you need to make an initial contact with a lead.

Everything else can be plugged into your CRM later once you have a chance to make a personal contact.

Right now, it’s just about getting them to click “submit.”

It’s amazing how much friction is generated by asking for unnecessary information. For example:

  • Asking for age reduces conversion by 3%.
  • Requiring a telephone number, or even asking for it, creates the implication that someone will be calling. This can drop conversions by 5%.
  • Asking for targeted geographic data, like city and state, reduces submissions by 2%.
  • Get even more specific with a street address, and conversions drop by another 4%.image15

Total it all up, and you’ll get a significant number. Depending on how much traffic you get, a drop of up to 15% in conversions can be pretty significant.

Every single item on the above list can be acquired after you make contact with your prospect.

5. Be responsive

By responsive, I don’t mean quick to reply. I’ve talked before about the importance of responsive designs and having sites that function well on mobile devices. This is certainly no exception.

Eighty percent of Internet users own smartphones and use them to browse the web, followed by 47% who use tablets.

If your contact page isn’t optimized for a mobile experience, you’re eliminating a huge segment of your audience who won’t bother wrestling with your contact form. They’ll simply leave.

This is especially important if you have a brick and mortar business and use maps or other identifying information on your contact page. When your visitors can’t manipulate, see, or interact with your local contact information, you’ll have a hell of a time getting them into your store.

To make sure your contact page looks and functions great on mobile, go to UserTesting.com and crowdsource UX testing. You’ll get unbiased consumer feedback on your contact process.

6. Reduce friction with minimal design

There are endless ways to design a contact page. Service-based online businesses can streamline the contact process by almost completely reducing friction on their contact pages.

InvisionApp doesn’t get flashy with its contact page. It asks the most basic information, and it gets the job done. Other than its drop-down menu, there’s virtually no friction on this page:


While drop-down menus can potentially cause significant friction, I don’t feel like it would be as limiting on this contact page due to a simplified form and effective use of negative space.


7. Match your brand

When you’re trying to create a branded experience on your site, don’t let your contact page feel like a blemish that ruins the overall experience. While minimalist contact forms can be an effective way to get submissions, you can also do well when your form is a seamless transition that supports the message you’re trying to send.

For example, Mostly Serious is a digital agency that provides great interactive experiences, covering content, branding, and site design.

Their contact page is a brilliant representation of their approach to branding and interactive experiences. While asking for a lot of information, the form reduces friction by breaking the information into segments. There are also interactive sliders that provide a kind of customization element that’s almost enjoyable to complete.


Browns Court Bakery is another good example of maintaining branding on the contact page:


8. Take a new approach

In a world filled with contact forms, it’s refreshing to see a different approach that works. Built By Buffalo provides a number of ways for their customers to get in touch with their team. Rather than clutter their contact page with all the methods plus a contact form, they eliminated the obvious form fields.


Instead, the company targets their primary communication channels as a means of making personal contact with the team. It’s a great example of how to include a lot of detail without clutter.

9. Change your call to action

There’s no shortage of lessons on the web about how to create amazing call-to-action buttons that maximize conversions. It’s not really necessary to go that in-depth on the subject with your contact page.

The best piece of advice for your call to action on the contact page is to stop using “Submit.”

In one study, forms using the CTA “Submit” showed a decrease in conversions of almost 3%.

Instead, use less-common action words and phrases. Using “Click here” resulted in a 30% increase in conversions, while “Go” showed a 25% lift.

10. Drop the Captcha

I get that security is important and you want to eliminate spam. It’s annoying when garbage comes through your contact form. But Captcha fields don’t stop the spammers from making manual submissions (and they will).

They will, however, stop your prospective customers from converting on your contact page. One study showed that Captcha can reduce conversions by as much as 3%.



Don’t spend too much time focusing on the design of your contact page. Your visitors won’t be wowed by aesthetics. That won’t drive them to contact you. Instead, focus on reducing friction to improve conversions.

No matter what you do with your contact form, the more friction you eliminate, the more goal completions and submissions you’ll see.

Make the experience a better one; test everything you do; and you’ll find that communication and conversion will improve overall.

What are some ways you’ve improved your contact page to generate more leads?


  1. Edvin Lofgren :

    I like the case studies here. It goes to show how important split-testing really is.

    Also, making it as easy as possible to sign up is important as well. I’ve heard that treating potential leads like they are 5 years old can help improve conversion.


  2. I’ve tried ALL these tactics and I’ve found that short multi-step forms WITHOUT captcha was the best formula for my business.

    Thanks for hitting the nail on the head Neil.

  3. Paul billygraham Reang :

    Hi Neil,
    Thanks for sharing yet another informative article. I was actually more concerned about the readers engagement and good connection with blog readers. This blog post was perfect one for me.
    Best Regards

  4. Great read.

    When I was reading about adding social proof and testimonials, I remembered an interesting case. At that point my team did not have any relevant testimonial to share. So we used the logos of our customers as a proof. Conversions went up by 4%.

    Now when we have many good testimonials, I’ll test the logos vs resl testimonials. Any ideas what is going to win?

  5. Kalpana Sharma :

    Hi Neil,
    Great Article! Really, we never care about contact page. I never thought to optimize Contact page. But after reading this detailed article I know the importance of contact page now. Will follow all your advice mentioned here.
    Thanks for sharing such in-depth guide with us

  6. Sukhen Tanchangya :

    Everything is great and always amazing guides from Neil, just like bullet to the head of your content.
    Thanks you so much for your deep guide.

    • Using a landing page for your contact page can get you great results.

      Landing pages are golden as they provide less distraction so you can easily get more conversion rates. The same is true when you use landing pages in your contact pages.

      Don’t just use a contact form or a phone number in your contact page, also make sure to say them hi and provide various options to connect with you on social media sites like Facebook, twitter etc.

      That way it becomes easy for you to connect with your prospects across various channels. And I really like your creative contact page, Neil.

    • You’re welcome Sukhen glad I could help

  7. Nice article

    I think that asking for phone number increases qualified serious lead by 5%
    i wouls emphasis the magic of big forms with Jquery in getting the visitor data smoothly

  8. I didn’t know contact page a good way to generate leads. But now with your article I can see how it might work. I will apply it for my blog.

  9. Donna Merrill :

    Hi Neil,

    Lots of great advice here, and of course, that’s what I’d expect 🙂

    Now, I’ll tell you the biggest trust buster with Contact Pages IMHO… I see so so so many people use the Contact Page like they don’t want people to contact them.

    They are stiff, formal and especially when they’re used to set up coaching or get information about a product… the blogger doesn’t give you any clue what to expect.

    For instance… “Coach with me because I’m great. I’m not going to tell you anything at all about how it works, how much it will cost you or even why you should want ME to coach you. But here’s what I’ll do for you… fill in your info on this Contact Form and Yea, I’ll get back to you when it’s convenient for me. … ”

    Now, that’s not what people say but it sure is how I FEEL when I have people tell me to complete the contact form for “more info”.. Give the info already THEN you give people a reason to contact you.

    So much gold in here, Neil, I’m re-checking my own Contact Page now 🙂


    • Yeah that’t not gonna work Donna. Glad you found it helpful 🙂 Let me know if I can answer any questions for you

  10. Am New to Digital Marketing and your articles are best guide for me.

  11. Swadhin Agrawal :

    Hi Neil,
    Great tips for a conversion optimized contact form here. I remember when Hubspot had a long boring contact form they needed the subscribers to fill out in order to get their freebies.

    They have since then revamped it into a multi-step filling form and I am sure that has increased their conversions.

    Using customer testimonials is also necessary because this is what gets trust of other buyers.

    • Yeah I remember that too. It’s so much better now. You’re absolutely right on testimonials helping you build trust with potential buyers.

  12. Tea Solutions Webbureau :

    Focus on testing the amount of fields instead.
    We tested 2 vs 3 vs 4 and the conclusion was that, the more the user have to fill out, the worse it converts.
    The worst field is “phone number” which dropped the conversion with almost 40% :O

  13. So you can actually use this if you want people NOT to contact you 😉

  14. Excellent article this time again as always. Thanks Neil

  15. I was about to setup contact page in my blog and this would really help me. Thanks Neil.

  16. Thanks for sharing the research behind what we are seeing everyday!

  17. Thank you Neil for sharing this resourceful insight about contact page techniques that help people get in touch with me. I have learned a lot from this post and will be tweaking my websites’ contact forms as you have advised here and will be observing the changes over time to determine what works best for me.

  18. Great research! I am trying to keep it simple.

  19. Nora McDougall-Collins :

    I have a client whose organization runs industry-specific continuing education workshops. This client has had success with forms by having little forms in various places on the site. The forms are relevant to the topic on that page.

  20. Sathish Arumugam :

    Hi Neil,
    Useful information for conversion optimised contact. This can also be used if, we don’t want any person to communicate with us. This help in security purpose also. Setting up contact page in the blog is very interactive one. Individuals who are trying to do this can refer this blog. And the information you gave is very accurate, and from this, I guess you have worked more on this site. The pictures are also attractive and get an interactive post on the first look of the site.
    Thank you for sharing this useful information.

  21. Nashaat Quadri :

    It’s true. The contact pages with heavier forms to be filled in, don’t get as much response as innovative and brief forms do. In fact, one should be offered more diverse options to contact a brand, such as email, social media, phone, and contact form etc. The more clutter free your contact page, the better conversion rate you will have.

  22. Hey Neil, always a delight to read your article. And this article was ravishing study, because I had no idea that contact page optimization is so important. I will now consider contact page in a whole different way. Thanks for sharing

  23. Yet another great Article Neil. The points highlighted in the post can really be beneficial in making the contacting process alot easier for your users. I will surely try tehm out and get back to you with the results. 🙂

  24. Proxy sites list :

    Great post neil please write more such posts. I have got lots of good effects through contact us page and tried some of the techniques you mentioned.

  25. uthman Saheed :

    One of my friends do claim that, what usually stop him from dropping comments on some of his favouritte blogs is “the use of Captcha fields”… Its provoking to some non tech guys to use.

    Thanks for sharing.

  26. This is valuable article thanks Neil for sharing 🙂

  27. Hey Neil,

    This is really a very useful article. Thanks for sharing your thoughts with all of us. 🙂

  28. Hi which are the best pluging contact for blogs please?

  29. I have never regretted following your blog, thanks for sharing this Neil.

  30. Neil,
    Thanks for your insight ! Really great article.


  31. WHAT A POST 🙂 Thanks !

  32. motivational speakers seattle :

    Thanks a lot, Neil.
    you had recharged me gain.

  33. Good article and great insights from Google Analytics.
    Thanks for sharing Neil.

  34. Great article as always Neil!
    Im a newbie, if you don’t mind can you assist me please?
    I intend to start ecommerce store, I’m stuck in one place and that’s traffic. Okay, i do seo but I also want to run some paid ad campaigns for email optin page in exchange of free ebook in order to capture lead for future selling. I don’t care for sale conversion at this point.
    I heard about networks like 7search, ppcmate and some more that are cheaper than facebook ads or google ads. Can you guide me please?

    • How much are you looking to spend monthly? I would start with fb ads, that’ll give you the best bang for your buck. Are you blogging?

  35. I really like the idea of trimming down on the contact boards. This is so true we often do not want to fill them out and cutting them down I think helps. You have a great post here

  36. Yes this is a nice post there is some high quality content here that we can take into our site.

  37. That is amazing that the words click here increased traffic by such a large % great content

  38. Nice post!
    Great case study. Appreciate your hard work, Neil! I have tried short multi-step forms without any captcha and it helped a lot.

  39. I guess I may have to do some tweaking on my contact page. I thought that people just click on it when they like you so much. But there is an optimization process involved. You always give a fresh perspective Neil. I love it and I will try it out.

  40. Hi Neil,

    These small tricks really very important and helpful for a contact page. I think we should add Captcha code too for security purpose due to which spam count can be reduced.
    Excellent and informative article.


  41. Another very detailed post. I wonder how do you post such detailed posts, because researching, preparing infographics, finding right pictures, editing them, everything takes a lot of time.. Superb Post.. All The Best!!

  42. What I believe is – The more clutter free your contact page, the better conversion rate you will have.

  43. I think it should be simple , not that simple. attractive and catchy

  44. Making a transition towards minimal and less-cluttered design has improved overall contact page performance on my agency’s site. I’m now making necessary changes to my blog’s contact page too!

    Thanks for bringing up this topic Neil.

  45. Interesting article with great examples/images that speak louder than words! One question though.. you state that dropdowns with 2-3 items are the best. But what about using radio buttons instead? Just to avoid mobile-frustrations, where you often get a rolling dropdown, while a radio button would work much faster…

  46. Great, great helpful post. The most thorough analysis of what makes a Contact page convert I’ve seen ever. First thing on my list, optimize my own Contact page. Next item, do the same for my clients and future clients. Thanks for helping me add more excellence to my services – your thoroughness and useful examples are one-of-a-kind, the best.

  47. I’m taking the minimal approach on my contact form without the captcha. Great tip on adding testimonials to further establish trust. I’ll have to try this one out. Thanks for the great post Neil.

  48. Hey Neil. The link on “Download this cheat sheet of 10 contact page techniques that make people get in touch with you.” goes to the 100 authoritative banklinks pdf. Best. Rich.

  49. This article can really help those who will start blogging like me. Thank God I found this article. Saved me a lot of time and effort. Hope to hear more great blog post from you sir Neil!

  50. Hi Neil

    The “Download this cheat sheet of 10 contact page techniques that make people get in touch with you.” actually comes up as :

    A Thirty-Day Plan
    for Gaining 100 Authoritative
    and Relevant Backlinks to
    Your New Website

    Joe Watson

  51. Neil, what was that study about Captcha? Please dont comeup with such anonymous studies. A common sense is more enough to realize captcha could reduce the conversion. Your content innovation and quality is dropping post by post.

  52. Thank you Neil for sharing. Did you know some wordpress plugin that create beautiful form with the possibility of redirect to a thank you page? I tryed ninja form and contact form 7 but i don’t like it.

    • Same has happened in my case. Free plugins of WordPress for Contact pages aren’t really good enough 🙁

    • I had this issue as well. Have you tried contact form 7 extension plugins ? Im using Contact Form 7 Skins and managed to create a reasonably nice form with it 🙂 Im also using Contact Form 7 Multi-Step Forms to create the multi step form Neil mentioned above, and its converting really well, like what Neil said. This plugin is pretty amazing.

  53. Great Post Neil 🙂 I always thought its about having less fields only. The point on having fields that have a higher perceived value to the prospect blew me away. I have to relook at all my forms.

  54. Hi Neil,

    I have a question! Does it make sense to ask for budget (my be have a drop -down with price range) for a service on the contact form to qualify prospects?

    I have seen prospects always fill the lowest price range but later we have closed at much bigger price range. So initially when approaching a prospect, its always there in the back of mind to be mindful of their budget range and not lose them by giving a budget beyond their suggested range.

  55. Andrei Mincov - Trademark Factory® :

    One of the best things we did to increase meaningful conversions from our form at https://trademarkfactory.com was adding a checkbox at the very bottom, requiring visitors to confirm that they are genuinely interested in and have a minimal budget for trademarking their brand for which they are about to request a free trademark search.

    We do proper comprehensive trademark searches for every request—free of charge—with each request taking on average 96 minutes of our team’s time. At the very least, we want people to show up when we call them with their trademark search results.

    Adding the checkbox dramatically reduced the number of no-shows and significantly increased the conversions from free searches to brand owners choosing Trademark Factory® to help them trademark their brands.

    In other words, what we figured out is that in a situation when there is an actual cost for processing leads vs. simply adding visitors to a drip campaign, we’re better off with a longer form that helps visitors self-select as opposed to having to deal with a lot of unqualified prospects.

    Having said that, after reading your article, I think we will add (as one of the A/B testing variants) a fall-back option right next to the form that would say something like: Not ready to fill out the long form? Click here to contact us!

  56. I agree with you. Not everybody is patient enough to write captcha or do other requirements just to reach you. Some people all want to know is how to contact you. If they have information needed to contact you, conversation will not be far from happening. Friction is the number one hindrance in order to start a conversation.

  57. Good tips as always Neil, Though the article is big but the content don’t let you skip a single word.

  58. Nice post. I was checking constantly this weblog and
    I am inspired! Extremely helpful information particularly the last part :
    ) I maintain such information a lot. I was looking for this particular information for a
    very lengthy time. Thank you and best of luck.

  59. Helpful and amazing post.

  60. Nice article! Design is also important because it will affect the visitors’ first impression. But no matter how attractive your page is, as long that it won’t get the viewers interests it will never start a conversation. I like how this page uses infographics and forms. These are ways to start a good conversation.

  61. Wow yes frist impressions mean so much

  62. It is all about first impressions. That is what people look at, you literally have seconds to make a client. We try to improve ours as well on our https://pacificcoastheatingandair.com site.

    John A,
    Marketing Manager
    Pacific Coast HVAC

  63. Well said that, not the design of your contact page but eliminating the frictions on that page would drive conversions and improve the overall communication with your customers. Thank you for sharing these wonderful tricks! Here’s another amazing read regarding common mobile eCommerce website development mistakes which you might be interested to give a look. https://goo.gl/CJPWJG

Speak Your Mind