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FutureNow Post
Friday, Aug. 18, 2006 at 3:37 pm

Building More Effective “Contact Us” Pages

By Bryan Eisenberg
August 18th, 2006

An open, efficient line of communication is beneficial to customers and the bottom line. Yet judging by many “contact us” pages, you’d never think this is the case. Much like “about us” pages, many “contact us” pages seem like throwaways. They receive little love and even less effort.

This is easily remedied with a little thought and some planning.

Common “Contact Us” Mistakes and Solutions

Problem: Prospects don’t know whom they should contact. Many companies do a great job of listing all the different contact numbers, contact info, and corresponding departments but offer very little guidance on which contact option is the best, or even correct, choice.

The Citi page lists the contact info above the fold, but whom should I call if I have a question about the credit card application I just submitted online? Do I contact the credit card contact number, the account contact number, or the online contact number?

American Airlines gives it a good try, but this pop-up is just too frustrating to be useful. It isn’t obvious that clicking on the left-hand link will give you actual contact information. You must first read the incredibly small text to figure it out. If I just booked my vacation and bought the tickets from American, whom do I contact to change my flight? Do I click “AA Vacations”? “Customer Relations”? “Reservations”?

Continue reading my column at ClickZ…

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Comments (2)

  1. [...] Contact Us Pages 35) Build more effective contact us pages. Make it easy for them to find the information they seek. 36) Whom should they contact? 37) How soon can they expect a response? [...]

  2. Contact Us page is very important because the viewers who are interested will needs contact for more inquires. There should be a excellent contact us page.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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