Is Concealed Contact Information Costing You Conversions?

by 0 08/03/2012

The location and formatting of the contact information on your website seems like a trivial matter.

That is, unless you are a restaurant, a hotel, a mechanic shop or any number of other businesses that rely on inbound calls and emails to drive sales and leads.

Failing to provide quick access to contact information is a sure-fire way to frustrate potential customers and send them on to the next Google result.

For the right business, providing contact information makes you look accessible and is a critical way of ensuring you get leads. While the goals of each website differ, in general it’s best to offer a combination of the following:

  • Official company name
  • Address (With a link to a roadmap)
  • Phone number
  • Email address
  • Social Media account locations
  • Open/Closing hours, when relevant
  • Open/Closing Dates, when relevant
  • Fax # (Do people still use a fax?)

If your business model dictates that customers need to contact you, it shouldn’t take the visitor more than 3 seconds to find your contact information.

Ideally, contact information should be placed in the header of your website. View these 10 websites for more examples of best practices in regards to placement of contact info.

  1. Longview Structures

This clean, minimal site makes finding the contact information for these builders simple. Most web users don’t read a lot and will skim pages for information. This website puts the contact information front and center in the header, getting to the point as quickly as possible without overwhelming the visitor.

2. Pomodoro’s Pizza

Pomodoro’s Pizza takes a different approach and includes contact info in the body of the website. A contrasting background sets the information apart and distinguishes it as more important in the hierarchy of the website, however.  They also place the information next to their “Specials’ and “Coupons” which makes logical sense.

 3. Auto Offsets

A phone number is prominently displayed on the right side of the header for Auto Offsets. Three things make the contact information easy to spot.  The first is ample white space.  Notice how the phone number has plenty of breathing room (whitespace) around it.  The second is the contrasting color that is used behind the phone number.  Lastly, the size of the text gives it top placement in the visual hierarchy on this page.

 4. Golden Steer

When placing the contact info in the header isn’t an option, having it in the immediate vicinity of the logo is another option. Here we can see the contact info follows the same type format as the rest of the site.  This top-left location is a “hot zone” on eye tracking heat maps.  Most site visitors look for critical information here.

5. The Burg Bar & Grill

The copy on this website has a distinct hierarchy and is well-organized, with the address occupying 1/3 of the screen real estate in the header. Still, copy is brief and to the point, allowing the visitor to quickly discover the address and hours of operation for this bar and grill.

6. The Tom and Dan Show

For a talk show that encourages audience participation, airing times as well as a phone number should be dominant in the hierarchy of information. The website for this show does just that – including these elements in the header for easy access while presenting them in a clean, graphic format that fits the rest of the site very well.

7. Fort Ligonier

Critical information in getting to this attraction is displayed neatly in the header, which shows up on subsequent pages as well. There’s plenty of negative space around the information which serves as a nice contrast from the rest of the page.

 8. Aromi

Icons clearly distinguish the contact information for this restaurant from the rest of the text. Many times a logo, a few images, pertinent text, and prominently placed contact info is all you need. Any more might bring more harm than good.

9. Villa San Carlo Borromeo

This wedding venue site doesn’t go to extremes to grab your attention in regards to its contact information, and still I was able to easily locate it when I went looking for it. As long as you provide adequate white space and have the information styled similar to the rest of the website, it’s hard to miss this critical information.

10. Country Clothes

A small bar at the top of the page for Country Clothes neatly houses the contact information one would need in doing business with the clothing store. This allows for ample space to house their logo, which figures prominently in the hierarchy of information.

If you run a business that requires someone to pick up a phone to contact you, such as a restaurant, hotel, wedding planner, and DJ, it’s necessary anyone can find your contact information quickly and easily. Take these examples into account when building your own site and see how quickly the phone rings.

About 

Stephanie Hamilton is the Owner/Creative Director of Atticus Pet Design Studio and a freelance Web/UI Designer. Holding a BFA in Graphic Design, she has several years experience helping businesses reach their full potential through strategic branding and good design. Follow her on facebook and twitter.

Get our Daily Newsletter

Get conversion optimization, design and copywriting articles delivered to your inbox FREE

No comments yet


Leave comment

Some HTML allowed

Get conversion optimization, design and copywriting articles FREE >>>