For creative small business owners, your website’s Contact page serves as the gateway for client relationships. Optimizing your Contact page means creating a seamless, welcoming experience that encourages inquiries to connect with you — while also providing details needed to create and deliver an elevated client experience.

You may think of your Contact page as just a formality, but in reality, it’s can be one of the most important pages on your website. This is where potential clients decide whether or not to take the next step and reach out to you. So, a well-designed, user-friendly contact page can make a meaningful difference for your business and bottom line.

Welcome to Episode 238 of The Brand It Build It Podcast! I’m your host, Kelly Zugay, and today’s episode is an often-overlooked but powerful part of your website: your Contact page. Specifically, we’re going to dive into how to optimize your contact page to increase inquiries, and help you convert your website visitors into excitedly paying clients.

What are the key elements of a successful contact page?

1. Keep It Simple and Clean
   The contact page should be simple, clean, and easy to navigate. Don’t overwhelm visitors with too many fields or distracting elements. A minimal design ensures that the focus remains on the action you want them to take—reaching out to you.
2. Clearly State the Purpose
   Be direct about why someone should contact you. Whether it’s for inquiries, bookings, or collaborations, spell it out clearly. A headline like “Get in Touch to Schedule Your Event” or “Let’s Capture Your Special Day” can help guide visitors toward contacting you for the right reasons.
3. Use Specific Call-to-Actions (CTAs)
   The call-to-action on your contact page should guide the user on what to do next. Consider avoiding generic phrases like “Submit” and instead using more actionable CTAs, like “Send Your Inquiry.” This creates a more inviting tone, encouraging visitors to engage with you.
4. Ask the Right Questions
   While you want to keep your contact form concise, it’s important to gather enough information to know what the client needs. For example, if you’re a photographer, you may want to ask for a desired date, location, or budget. For event planners, knowing the event’s scope or theme upfront can be helpful. Tailor your form to get the essential details while keeping the process user-friendly. Consider what information needs to be gathered via your Contact page — and what information can simply be gathered once you connect with your prospective client. Less is more!
5. Make Your Contact Details Accessible
   While a form is the most common method of collecting inquiries, it’s also helpful to list additional contact options, like an email address or phone number. Some clients may feel more comfortable reaching out through email or a direct message, so giving them the flexibility can increase inquiries. Only provide the communication methods you feel comfortable using and maintaining for your business. So, if frequent phone conversations or in-person meetings don’t feel comfortable to you, consider providing solely an email address and contact form. Simply having more than one method will be helpful.

How can your Contact page build trust?

1. Add a Personal Touch
   Including a personal note or message on your contact page can go a long way in building trust with potential clients. Let them know you’re excited to hear from them and are ready to help. For example, a short message like “We’d love to hear more about your upcoming event—let’s create something amazing together!” can make the page feel more inviting and personal.
2. Include Social Proof
   Adding a testimonial or a small showcase of client reviews near your contact form can reinforce trust. When a visitor sees positive feedback from others, they’ll be more likely to feel confident in reaching out.
3. Mention Your Response Time
   Set clear expectations by mentioning when they can expect to hear back from you. Whether it’s 24 or 48 hours, letting potential clients know when to expect a reply reassures them that their inquiry won’t get lost in a sea of emails.
4. Mobile Optimization is a Must
   Many people will visit your website from a mobile device, so make sure your contact page is optimized for mobile viewing. The form should be easy to fill out on a phone or tablet, with large, clickable buttons and responsive fields that adjust to screen size.

What are some additional approaches you could consider?

1. Create a ‘Thank You’ message.
   Once a visitor submits the contact form, display a thank you message directly on the page — or redirect them to a thank you page that confirms their message has been received. This is a great opportunity to continue the conversation by sharing helpful links, blog posts, FAQs, or encouraging them to follow you on social media. This is a small but impactful step that can keep visitors engaged with your brand while they wait for your response.
2. Track and Analyze Your Inquiries
   Use Google Analytics or another tracking tool to monitor how visitors are interacting with your contact page. Are they dropping off before submitting? Are certain questions deterring them? By analyzing this data, you can continuously refine your form and improve the user experience.
3. Automate Your Responses
   Automating an immediate response email can acknowledge the inquiry and let your potential client know when they can expect a detailed reply. This creates an additional touchpoint and keeps you top-of-mind while building anticipation.

Your Contact page can be one of the most crucial pieces of your website, especially for creative small business owners! I hope these tips help you optimize your Contact page and start receiving more inquiries. Thanks for tuning in!

Brand It, Build It Podcast, Hosted by Kelly Zugay

Hosted by Kelly Zugay, co-founder of With Grace and Gold, The Brand It, Build It Podcast is the best small business marketing podcast for small business owners, creatives, and founders. Weekly, brief, actionable episodes will equip you to build a successful, sustainable small business. Since 2014, With Grace and Gold has provided award-winning custom brand and Showit web design and completely customizable Showit website templates for small businesses worldwide.