So your medical website has an attractive design, engaging content, and well-organized subpages that are easy to navigate. Your visitors have had a good experience perusing your site thus far (if they hadn’t, they would have left by now), and they eventually make it to the contact page. This is the moment of truth; do they convert into a lead, or do they decline at the last moment?
Your contact page is the last impression your visitors get when they are deciding whether to reach out. For your healthcare website design, a great contact page can act as the conversion clincher; a poor contact page can act as the stumbling block before the finish line.
1. Keep it Simple
Other pages in your website can regale your visitors with all the products and services you offer. But when it’s time for action, keep it simple. If visitors are on the fence, a confusing or tedious contact page can tip them the wrong way. Limit the number of required fields – if you ask for too much information, they may get suspicious, impatient, or, if they’re on a mobile device, exasperated from small-screen typing.
2. Guide User Action
In line with keeping it simple, you’ll want to make conversion as easy as possible. Guide user actions with simple and intuitive user interface functions such as buttons, selects, option fields, and other easy to navigate call-to-action features. Eliminate unnecessary distractions. The easier it is for visitors to contact you, the more likely it is that they will.
3. Share Your Contact Info
If your contact form is asking for your visitors’ contact info, it’s only fair to share your own. Besides, providing your company phone number and address may facilitate direct contact from your visitors, instead of via contact form submission. Consider embedding Google Maps with your location as well. This has the added benefit of increasing your credibility and making visitors feel safe handing over personal information. You can also include a privacy statement which guarantees confidentiality – let your visitors know you are HIPAA compliant!
4. Include a FAQ’s Section
Your contact page isn’t only for leads – it’s where visitors will go to get in touch with you for any reason, such as complaints, feedback, and general inquiries. Including a FAQ’s section, or a link to a separate FAQ’s page, can help visitors obtain the info they require. This will improve the quality of your contact form submissions by filtering out trivial or commonplace inquiries.
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5. Don’t Neglect Design
Just because it’s the contact page, doesn’t mean it shouldn’t match the design quality of the rest of your site. Use A/B testing on everything from color schemes, buttons, to text and images to figure out which configurations land you the most conversions. Make sure to include branding on your contact page. It may seem redundant, but view it from your visitor’s perspective; they may be browsing multiple websites simultaneously in different tabs. At the point of conversion, remind them just who it is they are about to contact.
