Make it frictionless for buyers to reach you with clear expectations, multiple contact options, and forms that actually get filled out completely.
Contact pages are often the last thing companies design, and it shows. Generic "get in touch" headers, long forms asking for unnecessary information, and no clarity on what happens next. Prospects who reach your contact page are high-intent they're ready to talk. Don't lose them with friction. This chapter shows you how to structure contact and demo pages that convert by setting clear expectations, offering multiple contact options, and reducing form anxiety with transparency about response times and next steps.
Present your offerings with clarity, proof, and differentiation whilst addressing buyer objections and guiding prospects toward the logical next steps.
Most B2B websites confuse visitors instead of guiding them. Clear structure helps buyers self-educate, compare solutions, and decide to engage. Build pages that answer questions, establish credibility, and make taking the next step obvious.
See playbook
Webflow builds custom websites visually without code, offering designer control, CMS capabilities, and hosting for professional web projects.
Collaborative design for interfaces and assets excellent for landing pages, ads, and prototypes when marketing and design need alignment.
Hotjar captures user behaviour through heatmaps, session recordings, and feedback polls to understand how visitors use your website.
Microsoft Clarity provides free session recordings, heatmaps, and user behaviour analytics without traffic limits or time restrictions.
Unbounce creates landing pages with drag-and-drop building, A/B testing, and dynamic text replacement optimised for paid advertising conversion.
Instapage builds post-click landing pages with A/B testing, personalisation, and collaboration features for paid advertising campaigns.
Leadpages builds landing pages, pop-ups, and alert bars quickly with templates and basic A/B testing for lead generation campaigns.
Squarespace builds complete websites with beautiful templates, hosting, and e-commerce features for creators, small businesses, and portfolios.
Craft clear, compelling prompts that drive specific user actions across platforms, from clicking through to converting.
Display security badges, guarantees, and credentials to reduce purchase anxiety and prove legitimacy on pages where visitors make buying decisions.
Display evidence that others trust and use your solution to overcome scepticism and reassure prospects they're making a safe choice by buying.
Conduct exploratory conversations to understand prospect situations and qualify fit before investing time in demos or proposals that might waste both parties' time.
