Turning visitors into enquiries

Say what you want them to do

A call to action is simply the next step you want someone to take. It should be visible without hunting, phrased as an action, and specific.

"Get a free quote" is better than "Submit". "Call us on 01234 567890" is better than "Contact". The clearer the instruction, the more people follow it.

Put one on every page, not only the homepage. Somebody reading a service page is more interested than someone who just landed — that is exactly the wrong moment to make them navigate somewhere else.

Reduce friction in the form

Every field you add costs you completions. Ask for what you genuinely need to respond, and nothing else.

Name, email, and a message is usually enough. You do not need their company size, how they heard about you, or a phone number you will not ring. You can ask those questions in your reply, once they have already engaged.

• Label every field properlyA visible label, not just placeholder text that vanishes as soon as they type. This helps everyone and is required for accessibility.
• Explain errors clearlySay which field is wrong and why, next to that field. "An error occurred" at the top of the page is close to useless.
• Confirm it workedA clear confirmation on screen, and ideally an email. Silence makes people wonder whether to send it again.
• Say when you will reply"We reply within one working day" sets expectations and reduces the urge to try three competitors as well.
• Keep it above the fold on mobileA form that requires scrolling past three screens of text will not get used.

Be honest about price

Hiding prices entirely is common and usually counterproductive. Visitors assume the worst, or simply move on to somebody who was upfront.

You do not need a fixed price list. A starting figure, a typical range, or an example of a recent job gives people enough to decide whether to bother. That filters out those who were never going to buy, which saves you time as well.

If you cannot give numbers, explain what drives the cost. People mostly want to know whether they are in the right ballpark.

Make contact effortless

Phone numbers on mobile should be tappable to call. Email addresses should be links. Do not put contact details inside an image, which cannot be tapped, copied, or read by a screen reader.

Offer more than one route. Some people will never fill in a form but will happily send a WhatsApp message. Some want to phone. Some only email. Every option you remove removes a share of your enquiries.

None of this works if people cannot find their way there in the first place — see navigation and structure.

Common questions

How many fields should my contact form have?

As few as you can manage — typically name, email and message. Every additional field reduces completions measurably. Collect anything else in your reply, once the conversation has started and they are invested.

Should I put prices on my website?

Usually yes, at least indicatively. Complete secrecy makes people assume you are expensive or awkward, and many will simply go elsewhere. A "from" price or a typical range gives people enough to self-qualify without committing you to anything.

Do I need live chat?

Only if you can actually answer it. An unattended chat widget is worse than none — it promises an instant reply and delivers silence, which damages trust. It also adds page weight, which costs you [[website-speed|speed]]. Get the basics working first.