You’ve built your advertising or marketing or digital agency. You work on your client’s business. You want more clients. You have a website that you hope your lead generation programs drive people to.
Then people go to the website and you hope they get so interested (and in some cases excited) that they go to your contact page and… you sound so lame and passive. Like you say virtually nothing that would make them really want to make contact. Harsh? Yup. True for the majority of advertising / digital agency websites (and, hey, the marketing world in general).
Here are some examples of what NYC and Cleveland agencies say on their Contact page. Would these “words” make you want to make contact?
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These Contact Page “Words” Are So Freakin Passive… Being Passive Sucks
Driving contact from the website visitor is where the rubber meets the road – isn’t this the reason y’all have a website?
My tour of agency websites shows a wide range of contact pages. Most are too weak. Some (most) just provide an email contact. Some contact pages go for it by providing reasons to make contact. These contact pages are much more assertive than just having a passive contact email form.
I am a strong believer that the contact section should be warm and welcoming. Businesslike but friendly. Contact should be an invitation and a metaphorical fist bump.
Bland does not work for me. I need some online hospitality. This is a place to show some personality. Even humor. Even empathy. Try to get past the passive voice. Ask for the order. Gently. Not too Glengarry Glenn Ross.
A quick idea (if you don’t want to read more)… Instead of bland text, why not deliver a 20-second video on why the visitor should talk with you?
An Active Contact Page Drives Action
Given people’s general inertia, go ahead and tell the visitor to make contact. Consider how to give them a good reason to act. Maybe make an offer to capture attention and a reaction. This isn’t a brand-new idea—SaaS companies do this all the time because it works.
Here is what I say on my Contact page:
Three reasons to contact me. I deliver the most creative approach to an advertising agency’s positioning and lead generation.I am the most experienced agency business development coach. Read the “My Story” page. I stole the idea from Austin Kleon. My goal is to make your advertising agency unignorable. Unignorable drives awareness and action. Think of the alternative.
++ I deliver an offer…
Take me up on my free Corleone Godfather offer. This is an offer you can’t—or rather, shouldn’t—refuse. Let’s talk for thirty minutes—just 0.50 on the timesheet—to discuss your agency’s issues and opportunities and how I will help you build a more powerful advertising agency business development plan.
Does my Godfather offer work? Yes.
Does my Gandhi testimonial video at the bottom of the contact page help? Yup, I got Gandhi to give me that fist bump.
Chicago’s Orbit Media website development firm goes a bit further than most agencies. They address the fact that the client might not be immediately ready for them. They have this interactive dialogue-building offer on the Contact page – it keeps the “conversation” going:
Work with Orbit Ready to start a project? Fill out the form and Chris or Stephanie, our Web Strategists, will be in touch with you as soon as possible.Have a project but not quite ready to contact us? See if Orbit is a fit for you.
Last BIG Point.
Do not ask for too much personal information. You do not need the prospect’s date of birth.