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Conversion optimisation can be as simple as improving your UX. These 5 tips improve experiences while building a better funnel.
We live in an age of lead generation. The more you’re able to connect initial marketing touch points to actual conversations with your audience, the more likely you’ll be able to eventually turn them into long-term customers.
This is especially important in the B2B space, where personal attention plays a significant role in the buying journey. However, it is common for your audience to go through a familiar process:
Naturally, you would want to avoid this scenario. The sticking point, then, is obvious. If you already have an existing marketing strategy, look to your contact page to close the deal. It’s not like any other page on your website. It needs to be user-friendly, persuasive, and ready to assist your audience in converting.
While this may sound complex, it doesn’t have to be. Consider these five methods to increase conversions on your contact page, all in the name of enhancing user experience.
The right UX starts with the right layout. When your audience first visits your page, what do they expect to see at first glance, and what can wait?
The form itself probably shouldn’t be the first thing they see.
It’s the final step you want them to take, which means that other content has to come first. That said, you also don’t want to bury the form for those who already know they’re ready to get in touch.
Placing the form at the top right of the page allows space for a compelling headline, an appealing visual, and additional context that your audience encounters first. This layout takes advantage of the Z-shaped reading pattern, the natural way eyes move across a page that isn’t text-heavy, ensuring your most important elements land at the points where attention is highest.
Especially if you’re asking for more than three or four fields, it’s tempting to use multiple columns to keep the form compact. Unfortunately, that’s a misconception worth resisting. Multi-column forms are prone to confusion. Users miss fields, lose their place, and are more likely to abandon the form out of frustration.
By sticking to one column, you create a clear, linear progression that’s easier to complete. This is particularly important on mobile, where multi-column layouts can become difficult to navigate on smaller screens.
While it’s natural to want to know as much as possible about your audience, asking for too much information can feel invasive and raise trust concerns. Yes, it might be helpful to know your visitor’s business size, job title, and three types of contact information, but it’s asking a lot for an initial communication.
Consider only asking for a name, email address, and company name. You can gather additional information through initial conversations, their website, or LinkedIn.
Research consistently shows that shorter contact forms perform better for overall lead volume, while longer forms, if appropriate, can help filter for higher-quality leads. The right balance depends on your specific goals. Asking for too much information may drive away users who only have introductory questions about your company.
One useful approach is progressive profiling, where you ask only for the essentials on first contact, then gathering more detail through subsequent interactions once a relationship has been established. Several form tools support this natively.
Don’t rely on the assumption that your website visitors already know enough about you to hand over their contact details. Give them a reason to do so.
Testimonials can make a significant impact. Consider anything from client quotes to case study snippets, star ratings, or recognisable logos from organisations you’ve worked with. Text works well; images and video work even better.
We’re psychologically predisposed to trust the advice of others, and you can leverage that trust if you know which testimonials to feature. The key is selectivity, choose testimonials that speak directly to the concerns or goals of the person most likely to be on your contact page. A generic “great to work with” carries far less weight than a specific comment about a result or an experience that mirrors what a prospective client is hoping for.
Don’t let testimonials push down your form. Use them as supporting content around it, not instead of it.
Never underestimate the importance of optimising your contact pages for mobile users.
According to StatCounter data, mobile devices now account for around 60% of global website traffic, a significant increase from the 54% cited when this post was first written. It’s worth noting that B2B websites typically see a higher proportion of desktop traffic than this global average (professional research and buying decisions still skew towards desktop during working hours) but mobile cannot be ignored, particularly for users discovering your business outside of office hours or on the move.
Responsive design is non-negotiable. Your form should be just as easy to find and fill out on a phone screen as it is on a desktop monitor. That means:
tel: link so users can call directly from their device without manually dialling. It is crucial that your contact page is tested on real mobile devices, not just resized in a desktop browser before considering the job done.
These five tips can meaningfully improve both the experience of visiting your contact page and the number of enquiries it generates. Some adjustments require very little effort, others may need development work to implement properly.
If you need assistance, we specialise in building WordPress websites and can help B2B businesses improve their audience engagement and conversion rates through considered UX design.
Let’s discuss how we can work together to improve your website’s performance.
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