How to Optimize a Contact Form and Contact Page on a Website to Convert More Visitors

The "Contact" page is often the most misunderstood part of a website. Look at how most local service businesses lay their contact forms and pages out and you'll see a number of problems. Below are tips on what to do and what not to do when it comes to your company's "Contact Us" page if you own a local service business:

Bad Ideas:

• Not having a contact form - I see this way too often. The contact page simply has the email address and no real contact form. You click on the email address in hopes of getting a bid or scheduling an appointment and suddenly your Outlook is popping up and your computer goes crazy. You get frustrated and leave. 
• Asking way too many questions - Some business owners think this looks more professional, but the longer the contact form, the lower the conversion rate. Why? Because people don't want to answer a laundry list of questions to get a simple answer or set up an appointment. You're catering to them. Not the other way around. Cut down to the essentials and your conversion rate will rise. See below.

Good ideas:

• Get to the point - The best contact form layout is to require a Name, Phone Number, Email (optional) and a Comment section. Why? Because this is the bare minimum you as a company need to make contact with a customer. Asking anything else is redundant and wastes their time. Make it easy for people to contact you while still getting the important info. If someone doesn't want to be called before noon, they will probably specify this in the "Comment" window. You don't need a separate drop-down menu for this.
• Let them know you don't sell info - A basic "We respect your privacy" disclaimer (you do respect their privacy, right?) at the bottom of the contact form ensures they know you are an ethical company.

In a nutshell - don't make the Contact page obnoxious and difficult to fill out. A simple contact form wins, every time.