Lead generation techniques have seen a significant transformation in recent years, as marketing and sales strategies move further into the digital realm.  One constant, however, is the effectiveness of contact pages to produce leads, as this has been — and still is — a crucial part of any business.

Organizations generally have a small window of opportunity to capture the attention and the contact information of a potential lead, and many of their websites are not properly equipped with the intuitive or obvious call-to-action (CTA) for visitors to contact them. The unfortunate consequence is that, once a visitor “bounces,” he or she is probably gone forever, and the likelihood of another encounter is low.

Many company websites typically have just a single contact link or button that can be found in the menu, header, or footer of the site. Others don’t even have that, forcing visitors to hunt around on the site to find a phone number or email address.

Every website should have a contact page with a prominent, easy-to-access link or button, at the very least. Ideally, there should be a number of CTAs on each page of the website such as web contact forms, phone numbers, email addresses, or a live-chat option.

Here are 7 lead generation techniques you can use to increase your contact page conversion rates:

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1.  Include a company phone number

It may seem obvious that your contact phone number should be on your contact page, but you’d be surprised at how many businesses fail to list one. While adding a phone number may seem counterintuitive for some types of businesses, doing so will lend your organization credibility and encourage consumer trust.

2.  Include a web form

It’s a shocker as to how many businesses miss the mark on this one. When you list just your telephone number, address, and email address, you effectively encourage your visitor to go off-site to contact you. Worse still, they don’t have a way to give you their information first.

One of the best conversion rate optimization tips is to include a form on your contact page. By doing so, you’ll make it easy for potential leads to give you their information right then and there, without ever leaving your site.

Most of the top CRMs offer form tracking and form templates. For example, HubSpot offers a free online form builder that can also collect the form submissions data automatically. Lead generation software like OptinMonster can also display forms to help you dramatically boost conversions on your contact page.

3.  Have a live-chat service available

Some people simply don’t like to pick up the phone, but they may be willing to chat via live instant messaging. Your visitors will appreciate the convenience of not having to wait for an email reply. Plus, the instant gratification of getting help from a live person will go a very long way toward their appreciation of your customer service.

If you’re looking to add live chat to your website, HubSpot’s free set of messaging tools called Conversations (pictured below) is a big hit with users. Other live chat platforms like ClickDesk and Drift are great too, especially as a customer service tool.


4.  Add testimonials for more credibility

Customer testimonials give your website visitors evidence that buying your product or service truly works. By showing logos of trusted companies, case studies, video interviews, and reviews with pictures of the real people writing about the products/services (with links to their social media profiles), you are adding authority and credibility. Plus, it is a great way to give your visitors peace of mind while also helping them imagine the experiences they, too, can have with your brand.

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Testimonials can be a powerful marketing tool and you shouldn’t hesitate to place one or two on your contact page. Choose a few testimonials that acknowledge the exceptional customer service your company provides. Leave the bulk of your reviews to a testimonial page or sidebar widget.

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5.  Use trust seals

There have been numerous studies on the impact of “trust seals.” A trust seal is a seal or certificate that verifies a site or business as legitimate with security practices in place. According to a recent survey, 48% of participants indicated that trust seals gave them the greatest sense of trust when shopping on a website.

Here is a great example from an ecommerce shop. As you can see, displaying these various seals demonstrates to site visitors that their data will be protected.


6.  Don’t be afraid to use a pop-up

There has been a tremendous amount of controversy around the use of pop-up forms over the years, with many arguing that they are intrusive and irritating to visitors.

Statistics show, however, that pop-ups can double your subscription rate over traditional forms. In fact, the top 10% highest-performing pop-ups averaged a 9.28% conversion rate. Even though the average conversion rate for all pop-ups sounds low at 3.09%, that’s actually an impressive number!

A few pop-up best practices include:

  • Don’t “pop-up” immediately and scare your visitors away. Give them time to explore your site before showing them a pop-up.
  • Less is more, so keep your pop-up simple, short, and straight to the point.
  • Follow a minimalist design approach. Your pop-up should naturally suggest the next step (i.e. sign up for a newsletter). A hot pink, blinking pop-up might catch your visitors’ attention, but it’s probably not going to help conversions.
  • Divide your visitors into segments, and provide each segment a relevant experience. For example, don’t show pop-ups to visitors that have already subscribed. Do show a relevant pop-up to a visitor that has items in their cart, but is slow to make a purchase.

So long as you make sure your pop-up is non-intrusive, well timed, respectful, and relevant (like the examples below), you shouldn’t go wrong.



7.  Ask visitors to request a free offer

Entice visitors to share their contact information—and opt-in to your mailing list—by offering them a free guide, e-book, report, or whitepaper, like in the examples below.

Make sure your offer is relevant to your industry and valuable to your visitor. Plus, an appealing piece of content can reduce bounce rates and lower the cost of customer acquisition — giving you even more incentive to invest in conversion rate optimization.



Make sure that you are GDPR compliant when storing and handling the personal details of your visitors. This way, once you’ve attended to their primary inquiry, you can continue to contact them with information, free content offers, and promotions (because you already have permission to do so).

Once visitors fill out the form to access your free offer, you should redirect them a thank-you page. Create a call-to-action on that page and offer your visitor a free report, a discount or coupon, additional reading material on your blog, or some other kind of incentive to keep your visitor engaged, on your site, and progressing through your conversion funnel.

Put These Lead Generation Techniques Into Practice

Often overlooked as a page offering opportunities for lead generation, many companies see the contact page as a standard address and phone number repository with no function other than to be informative. By implementing the lead generation techniques listed above, you’ll see this is not true at all, and that it is, in fact, a tremendous source for conversion rate success.

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Also published on Medium.