Most small business websites need a contact page to help customers find information they want or need. When you improve your contact page design, you can increase conversions. First, evaluate your own Contact Us page against the best practices listed below to see how it stacks up, then see contact page examples below.

Do you need a Contact page?

Yes. Many small business websites overlook a Contact page, but this important page should be included on almost every site. If “contact us” isn’t a primary call-to-action on your site, your website footer is a good place to link to your contact page.

Reasons why your site needs a Contact page include:

• User experience. Most site users expect to see one.

• Trust. Potential new customers are reassured knowing they have a way to reach someone at your business if needed.

• Analytics. Tracking will show how many people visit the page and take action.

Contact Page SEO

How do you optimize a Contact page? SEO for a Contact page follows the same small business SEO principles as other pages on your site.

• Title Tag. Your Contact page SEO title tag should be clear and concise. Something like “Contact | Acme Company” is sufficient as that is the purpose of this page. That said, some local businesses in certain industries might include information such as location in the page title tag if it would improve click-through-rate (CTR).

• Meta Description. The seo description or meta description for a Contact page can be brief. You do not need to repeat unnecessary sales information in the page description. If someone is searching “contact Acme Co,” they already know what services or products your business offers.

• Page Heading. Just like other pages, include an H1 heading. Example wording: Contact, Call Us Today, Reach Out, Get In Touch, etc.

• Keywords. If you’re searching Google for “keywords for contact us page,” then you don’t yet fully understand SEO. Your contact page might be returned in search if and when someone searches “contact Acme Co.” This is why you (1) need the page and (2) should use simple and clear language as described above. See below for relevant contact information to include.

Information to include on a Contact page

• Business name, address, phone number. It is important that this information remains consistent across the web for SEO purposes. If you are a service-based business, then you don’t need to list an address.

• Email address (optional). Email addresses displayed on the web can receive spam. If you decide to list an email, consider using a general box versus a personal inbox.

• Map. If you have a brick-and-mortar business, embed a Google map to help customers find your location.

• Form. Generally, a form on this particular page will be short and sweet, limiting the number of required fields to encourage site visitors to complete it. Any time you are tempted to add a field to a form ask yourself if it is crucial information.

• Hours of operation. If you are not a brick-and-mortar business, it still can be helpful to list your usual hours of operation and/or time zone to let potential customers know when they can expect to hear back from you.

• Social profiles. Even if you link to social accounts elsewhere on your website, it can be helpful to include your social links on the Contact page.

• Additional content. A well-designed contact page quickly directs people to the answers they need. And helps them ask questions more effectively. Remember, the goal is to improve the user experience on your site.

  • Should you display different contact info for various departments such as Sales or Tech Support?

  • Would you like visitors to schedule a call? See how to add Calendly.

  • Can you direct visitors to another page for tour signups or job applications?

  • Would an FAQ page or Knowledge Base be a good place for customers to start?

  • Would it help to include a photo of your street location? Or descriptive directions to your business?

Other Contact Page Best Practices

• Contact page layout. Be intentional in how you list your contact information, the order of information can guide your site visitors to prioritize one method over another. Direct customers to the appropriate information (and consider which method of contact you prefer) for the best user experience.

• Mobile. When considering Contact page layout, make sure the content on the page is arranged in optimal order for a positive mobile user experience. What information does the average site visitor want to see first?

• Set expectations for response times. You can help to set expectations by listing hours of operation, or customizing the message they see after submitting a form, or redirecting them to a Thank You page after they take action.

• Branding. Many potential customers are browsing numerous sites, often in multiple tabs, consider reminding them who they’re about to contact. Make sure the page is well-branded.

• Be concise. Some sites include too much text on the Contact page—when in doubt, less is more. You do not have to meet any sort of minimum word count for SEO purposes. This page is not a sales pitch for your products or services.

Contact Page Examples

One of the easiest things to do is look at your competitors or larger companies to see how they structure their contact pages. But keep in mind, not every site follows best practices—use your common sense to determine if a page is helpful or not.

Here are some good contact page examples using the principles described above:

• Location-independent service-based small businesses can see our Contact Page as an example.

• If you own a local service-based business, such as a home builder or plumber, you’ll want to make sure your contact info is very visible around your site. Note, some CMS platforms have separate mobile contact functionality that can be toggled on.

• Local brick-and-mortar businesses, such as a dentists, doctors, or salons will want to include a map and directions on their contact page. See a client example.

• The Contact Us page for bloggers or creatives can be very brief with just an email address or form, see a client example.

• Private clubs might provide minimal information on purpose, but they still should have a contact page for new visitors, see a client example.

• High-profile individuals or bands may want to provide contact information for booking agents or publicists, see a client example.

• Large companies with multiple departments will want to guide users to the right support team. Refer to Stripe as an example.

Remember, the Contact page of the business down the street won't necessarily be the right one for you or your customers. Consider your audience then design a Contact page that meets their needs as well as yours.

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