Increase Website Response by Making Impulsive Contact Easy

by Suuzen Ty Anderson, Esq.

You can boost response from potential clients who visit your website by making it easy for them to contact you impulsively.

Significant buying decisions always have an emotional foundation, especially when we have a limited understanding of what we're buying. We do basic analysis: this seems like good SUV, good computer network, good physician, good attorney. Then we decide whether we “feel” this is a good choice for us. Do we “like” this choice? Will it make us happier? Do we feel comfortable and confident that it’s right for us? For our business or company?

We usually don’t stop to analyze feelings. Once we “feel this is a good choice” or “feel right about this” we also feel ready to act. If it’s easy to act impulsively, we probably will. Conversely, if our impulsiveness is slowed down or frustrated, our positive feelings begin to fade.

We can use this knowledge to boost response to a legal website by making impulsive contact easy while eliminating frustrations and slow-downs. Here are four simple ways:

1. Limit the navigation menu choices on any page. Numerous page links (especially on the home page), drop-down menus, and “search this site” boxes have all been proven to diminish response. Offering fewer and more relevant choices leads to faster, easier, more impulsive action. Put your less-important page choices on sub-menus on inside pages.

2. Put your telephone number in large or bold type at the top and bottom of every page. If your clients live in more than one telephone area code, a toll-free phone number has been shown to boost response even among wealthy or corporate clients.

3. Make your “contact us” button prominent at the far left or top of every navigation menu and sub-menu, in a bright color setting it apart from other page links. This is your “take action” button – it’s equivalent to “buy now” on a retail site. Provide multiple ways to contact you on the contact us page: an administrative email address, fax number, phone, street address, and contact form (below).

4. Put a very simple contact form at the bottom of every single page on your site. Make it fast and easy to complete with blanks only for a name, email address, a message box for potential clients to answer “how can I help you?” and (at their option) their home or work phone number. Avoid the temptation to use the contact form as a screening device by including blanks for any other information. An easy contact form lets a new client stay on the page that has inspired them and make that contact decision instantly - it's often the biggest response-booster of all.