You can’t call it a contact page if it’s not – what do I mean by this?
So many businesses have an amazing website, which is appealing to the eye, interactive and easy to navigate, yet their contact us page is incomplete?
In the “olden days” every one used a telephone directory – for the younger generations reading this blog, a telephone directory is a huge printed book that companies were listed in alphabetical order and you could look them up, get an address, a contact number and sometimes even a fax number.
There was even an info number you could call and they would help with their electronic directory.
Today we use the Internet and search engines – which are quicker and far more efficient. Mostly because they give you the company you’re searching for, their website, other related links and articles – and therefore gives so much more than you are asking for – Or are they?
If your contact us page is a mystery, or not easy to use, a telephone directory might suit your clients and customers better.
In the consumers eyes there is nothing more frustrating than not being able to connect with the service provider. If contacting you is not an easy process, they will go with your competitor and who could blame them. In the New World of Work it’s about connection and building relationships with your clients and customers. The most used pages on a website besides the home page is the “all about us” and the “contact us” pages. Neglecting these two pages and you are limiting your connectivity with your customers.
People are inquisitive, if they don’t already know about your business, they will want to see who’s behind the company, so a solid “about us page” is essential. Make this a focus on your web site, use pictures or videos. If a client can see real people this gives them a more personal bond with your business rather than a faceless organization.
Contact us pages are my personal bug bear at the moment, I was so pleased that when I researched this problem, that there were others out there, who had the same frustration.
What makes a contact page work for the consumer?
This week I spent so long trying to connect with MTN in the Pavilion Shopping Centre. Neither website had a phone number for the actual store. The centre website had a number for the MTN Group in Umhlanga – who gave me a store number that was not answered in the 12 attempts I made, although the Group receptionist assured me it was working.
- If you connect with the public, your store must have a contact number
Automated answering systems
A contact number that takes you to automated process that doesn’t work efficiently is not a contact number; it is another hurdle that your customers need to jump over. If they get stuck in the process, more often that not, they can’t be redirected so need to start again, and again there isn’t a direct number they can call to tell you that they were stuck, it’s a dead end.
- If you have an automated system, ensure that there is an option for a personal contact person
Contact us Forms
This is a great way for your customer to connect with you, especially if it’s for good feedback or complaints. Customers can write about their experience with your business and feel heard. Your response to this form is where the problems arise. If your response is going to take more than 2 hours, you cannot have this as your method of contact. The reason customers are looking up your contact page is to call you now…Not in 3 days time.
- If your response isn’t within 2 hours – you must have a direct contact number on your page
To have a persons name, contact number and email address gives your website a personal touch. It’s always so much better to be able to call “Mary from Sales or John from Admin etc
- If you can personalise your contact page do so, it makes your company real
Anyone looking up direction to your place of business obviously does not know your location. Having an aerial map or a poor hand drawn map is useless. Not all your clients have a GPS, so give actual directions from familiar places, i.e the airport. Also be aware that road names change so use the road numbers and freeway exit numbers which stay consistent.
Ensure your receptionist has these directions to assist customers over the phone, there is nothing worse than phoning the company when your lost and getting a comment like “I know how to get here but don’t know the road names”…….. Not helpful
- Write out your directions and get a person to drive it and check they are accurate
The key to a good a contact page is easy:
- Have more than one method of connectivity, and one must be a contact number than gets answered.
- Let your clients into your world easily, rather than creating a mystery tour that drives customers to your opposition.