Content & Form Improvement

Project Summary

The company receives a large volume of leads via the website, which was overwhelming the sales team. And they often sent the same responses over and over again. After examining the form submissions and questions people had, we found areas where we could expand website content to better answer questions. Allowing the sale team to address the more complicated requests and high value leads. This would also benefit the end user by answering a question immediately, rather than having to wait for a response back.

I analyzed the past submissions and placed them into several categories. Then for each category, I mapped out the appropriate content and how to best share that information. Where necessary I created or updated content. In some cases, leads needed to go to a more specific team, which would reduce wait times for responses and reduce the likelihood of a request being “lost in communication.”

Then I built a contact form that first asked the user what they needed help with. Depending on the response, they may be directed to a specific page or guide. This information could also be used to help route the submission to the correct internal teams and to filter out spam.

With these changes the sales team has a more manageable number of high-quality leads, and users are better able to find the information they’re looking for. And as a result 21% of contractor locator traffic and 37% of distributor locator traffic now comes from the contact page.