Upside-Down Thinking by Patric Fransko
by Patric Fransko
July 5th, 2017

One Fast Way to Irritate a Potential Customer

This week I wanted to focus on a singular issue that my agency sees far too often. This is a pet peeve of ours and it potentially is irritating your potential customers. Fortunately, it’s also an easy fix, so I wanted to write this brief article in the hopes that many of you will integrate this advice immediately. What I am referring to is not making your contact information easy for your prospects to find.

In 2017, if a prospect has to spend time trying to figure out how to contact you, you have already lost. Whether it is your website, on social media or even an email, you must make it easy for them to reach out. Below I have three tips to help you accomplish this.

  1. List your contact information in more than one place on your website.  Most of you have a contact page on your site that lists all the pertinent information, but that is not enough. You should design your site to have easily accessible contact information any place where a consumer might reach a “Call to Action” spot. Once you have their interest, don’t make them search for how to reach you. Have a button, link, etc. right there for them to act while their interest is high.
  2. Include contact information on social media posts. This is the same point made above but it relates to social media instead of the website. If you are successful in getting your post to come across a person’s news feed and grab their attention, don’t make it hard for them to take the next step. Often, I see a great social media post that has no contact information. For an interested party to contact you, they would have to click back to your company page and find the information there. Again, in 2017, people do not want to work that hard to determine how to reach you. You risk them losing interest when they may have been ready to give you a call if you made it easier.
  3. Make your contact information clickable. Whether we are talking about an email or your website, the contact email and phone number should be coded to be clickable. With some estimates that more than 70 percent of all Internet traffic is now taking place on mobile devices, this is critical. This is something that can easily be integrated and allows a person the option to just click the phone number or email from their mobile device and open up the email or phone function directly. This may not seem like a big deal, but any steps you needlessly create for your potential customer is another spot where they can decide to drop off.

I hope this article will cause all of you to audit the way you are posting things on your website, in emails and on social media. Ask yourself constantly, “How can I make it easier for my prospect to reach out to me?” I think you will find your results improve by just making some tweaks in this area.

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