If you’re running a coworking business, you know that your contact page is key to your website. After all, it’s the page where potential customers can get in touch with you to learn more about your space and perhaps even book a tour. In this sense, every lead that reaches your contact page is important, and if you can convert more leads into members, your business will thrive in no time.
If you want to improve your conversion rate, it’s vital to ensure that your contact page is adequately optimized. So today, I’m going to share some tips on how to do just that. Keep reading for more!
What is a Contact Page, and Why is it Important for Coworking Businesses?
A contact page on a website provides visitors with information about how to get in touch with the business or organization. In most cases, the contact page is where leads go when they want to get in touch with you directly, usually after they’ve perused the rest of your website, meaning they’re already interested in what you offer.
Contact pages are important for any business since they help visitors feel there’s someone real running the business, someone they can reach out to and communicate with directly if they need to. While this is particularly important in industries prone to scams that rely on trust, like investment firms and trading platforms, it’s also important to coworking businesses.
For coworking businesses, the contact page is essential because it’s often the first real point of contact between the company and a lead, making it a clear opportunity to convert them into paying customers. A lead will go to a coworking space’s contact page because they want to find out more about the space, ask questions about the service, or even schedule a tour. On the other hand, they may just be interested in pinpointing the space’s exact location to see if it works for them, or they may simply want to get in touch with a real person for a more natural “human” interaction.
What Does “Conversion” Mean for Your Coworking Business’s Contact Page
In marketing, a conversion is nothing more than a goal that a website or a business wants a visitor to complete. In other words, it’s the ideal or desired outcome you want whenever someone visits a website, watches an ad, or reads a blog post. In PPC marketing, for example, typical definitions of conversion would be an action like clicking on an ad, signing up for a newsletter, filling out an email capture form, or making a purchase.
In a well-thought-out marketing plan, every ad, every web page, every CTA, and every asset we use has a specific role to play in driving the lead down the sales funnel or driving the visitor to the desired action. For coworking businesses’ contact page, although we could think that the ideal conversion would be to get the lead to book an office or sign up for a membership, that’s not always the case.
First, contact pages aren’t exclusively targeted to leads. They can also be targeted to media outlets or potential business partners. However, even in the case of leads, one of the most common conversion goals is getting visitors to schedule a tour of the space. There’s a simple reason for this. An in-person tour is the best way to show potential customers what your space offers in terms of amenities and the overall vibe. It’s also an opportunity for you to build rapport with the lead and establish trust. In other words, tours are what you should optimize for subscriptions and actual sales; your contact page is what you want to optimize to book those tours.
Information to Include in a Contact Page
There are three main groups of people who will go to a company’s contact page:
- Potential leads who are already thinking about becoming paying customers.
- Media outlets and reporters who want to get in touch for an interview or story.
- Other businesses that want to partner up or collaborate.
Each of these groups has different needs, and it’s crucial that your contact page can accommodate all of them.
Information for Leads
For potential leads, you’ll want to ensure that your contact information is easy to find and that there are multiple ways for them to get in touch with you (e.g., phone, email, live chat, contact form). You’ll also want to include basic information about your business, such as your address, business hours, and a map with your precise location.
The goal is to make it as easy as possible for leads to get in touch with you and find the information they need. Remember, if they’re on your contact page, they’re interested in your business and are trying to take the next step. Don’t make it harder for them by hiding your contact information or making it hard to find.
Information for Reporters and Media Outlets
If you want to be featured in the press, you also need to make it easy for reporters to find your contact information and pitch you their story idea. You should have separate contact channels for the press, including a press email address and a link to your Press Kit (if you have one).
Information for Business Partners
If you’re open to partnerships with other businesses or perhaps are seeking someone to invest in your coworking space, your contact page should have a dedicated section for partner inquiries. Again, ensure the information is easy to find and that there are multiple ways for partners to get in touch (e.g., phone, email, contact form). It’s also important to show your current partners and other businesses you’ve partnered with in the past.
Linking to Your Contact Page From PPC Ads
Optimizing your contact page for conversions is useless if people can’t find your contact page. That’s why it’s vital to add easy-to-find links across your site. However, even with those links, it’s possible that your contact page may not get the traffic you would like. That’s where PPC comes to the rescue.
Adding a link to your contact page in a PPC ad is a great way to increase traffic to your contact page and, as a result, increase conversions. This can serve as a secondary goal of a PPC ad campaign (e.g., “Book a tour” or “Get in touch”).
When adding a link to your contact page in a PPC ad, there are two things you need to keep in mind:
- The link should be visible and easy to find.
- The CTA should be clear and match the ad’s messaging.
9 Tips on How to Optimize Your Coworking Contact Page for More Conversions
Now that we know what contact pages are, why they’re important for coworking businesses, what minimum information they should include, and how to drive traffic to them, let’s focus on how to get visitors to convert.
In this section, I’ll give you tips on optimizing a contact page for conversions, focusing on converting potential leads to help your coworking business grow. I’ll cover optimizing for reporters or potential business partners in a future post.
Tip #1: Make It Easy to Find Your Full Business Address and Contact Information
A coworking space is necessarily a brick-and-mortar business that members will visit in person, so there’s no point in doing anything other than being completely transparent about your business address. If you offer multiple coworking spaces, make sure visitors can easily find each space’s exact address. In these cases, it would be very beneficial to add a tool that allows them to type in an address they’re interested in and have the tool show the spaces nearest that particular address.
The same goes for your contact information. Include as many ways to get in touch as possible (e.g., phone, email, online chat, social media), and ensure that this information is also easy to find.
Tip #2: Make it Extremely Easy to Book a Tour or Make a Reservation
User experience is an important part of conversion optimization, and when processes are easier and require fewer steps, people are more likely to go through with them.
When it comes to booking a tour or making a reservation, you want to make the process as easy as possible. Ideally, booking a tour shouldn’t take more than two or three steps to complete.
Tip #3: Minimize the Number of Fields in Your Contact Form
As an extension of the previous tip, when crafting your general contact form or the form to book a tour, you should make it as short and with as few fields as possible. Studies show that forms with fewer fields have much higher conversion rates than those that require more information. The more fields there are, the greater the chance someone will abandon the form altogether. At a minimum, you should only require an email address and name. If you need additional information, consider making some of the fields optional so visitors can just skip over them if they want. If you do, make sure to make it extra clear that they’re optional, so they’re not scared off by the prospect of having to fill in a bunch of information.
Tip #4: Avoid Captchas if Possible
Let’s get something clear right off the bat: website managers love captchas; users don’t! Nothing disrupts user experience like waiting for a captcha to load, solving it (sometimes several of them in a row), and waiting for it to confirm you’re not a bot. No one wants spam, but captchas aren’t as effective as you would think at avoiding it.
Captchas are supposed to be easy for humans and hard for bots. However, studies show that they’re becoming exceedingly challenging for humans, while AIs are improving at solving them. Today, captchas seem to be doing the opposite of what they’re supposed to, making things harder for humans and easier for bots. Therefore, adding a captcha to your contact submission process is simply not worth it. It’ll only make you lose valuable leads.
Tip #5: Show Off Your Team
Add photos of your team members to put a face behind the name and build trust with potential members. Is there someone in particular that handles customer inquiries in your company? Then, show that person’s name and face, so visitors know who they’re writing to when submitting a form. Adding this simple human touch can make a big difference in conversions.
Tip #6: Add Social Proof
It goes without saying how effective social proof is for marketing and conversion optimization. If you can show that your coworking space is popular and in demand, people will be more likely to want to join.
There are several ways to do this, but one of the most effective is adding testimonials from current or past members. These could be in the form of written testimonials, videos, and more. If you have many testimonials to choose from, add only those that tell how booking a tour was the best decision to make or how, after the tour, they were sure that that was the coworking space for them.
Tip #7: Optimize Your Contact Page and Contact Form for Mobile
We all know that younger generations are increasingly using their smartphones as their primary (and sometimes only) means of accessing the internet. This trend is especially true when making reservations and bookings online.
Therefore, if you want to optimize your contact page for conversion, you must make sure that both the page and the form are mobile-friendly. This means they should be responsive (adapt to any screen size) and easy to use on a small screen.
Tip #8: Add a FAQ Section
An FAQ section is always a great idea, regardless of what kind of website you’re running. An FAQ can be especially useful for a coworking space contact page because there are many common concerns and questions potential members usually have about these types of spaces. This solution lets you preemptively answer any objections they might have, increasing the likelihood that they’ll book a tour.
Tip #9: Throw in a Chatbot to Answer Questions That Aren’t in the FAQ
FAQs are great, but they can only answer so many questions. If you want to take things one step further, consider adding a chatbot to your contact page.
This way, you can offer potential members more help and support, increasing the chances that they’ll convert into actual paying customers. You can also ask visitors to share their contact information to get in touch with them directly and solve their concerns, but remember about their right to digital privacy and never disclose these details to other partners.
Tip #10: A/B Test Different Versions of Your Contact Page
Finally, no matter how well things should work in theory, many factors influence a visitor’s decision-making process besides the ones covered in these tips. A/B testing different versions of your contact page will give you the insight you need to know what works for your audience and what doesn’t. Try different headlines, copy, images, forms, CTAs, and so on, and see which version performs the best. Then, once you have a winner, implement that version on your live site.
The Bottom Line
These are just a few tips to help you optimize your coworking contact page for better conversion. By following these tips and driving traffic to your contact page through PPC ads or other means, you can be sure that your contact page will work as efficiently as possible to get more leads and conversions for your business.