One of the more obvious marketing trends in 2015 is simply making things easier for customers.

As an example, we can look at the Mobile Order & Pay approach from Starbucks, where one places an order and pays ahead and then collect your fresh coffee without waiting in a queue.
One of the areas that Sherpa is increasingly looking at is the Contact page of a website. I’m not sure whether this page receives the attention it deserves. So we go to all the trouble to get website visitors to the Contact page and then there’s this bland, lifeless fizzle-out. It’s almost like the rest of the website has sucked all the energy from the web developer by the time the Contact page comes along.

It’s not just the look of the Contact page but the fulfilment aspect. Let’s look at the investment put into getting the client to that page – the actual website, search engine optimisation, Google Ads, continuous updates and maintenance, some social media. And then what happens when a visitor expresses interest? Is a 24 hour response time still good enough? Maybe the response should be real time. Do we make it easy for the visitor to speak to the right person? We’ve done quite a bit of desk research into Contact pages over the last weeks and we’re quite inspired as to what some people are doing. So, I’m happy to say that we’ll be taking our game to another level when it gets to the “page that counts.”

But what has the Contact page and Starbucks got in common? It’s just two things of many that are converging and making it important to make things easier at all levels. Yes, your Contact page. Your contracting. Your estimating. Your interactions with clients. Your distribution. Try going to each department in the business and instruct them to put up a sign that says “I’M EASY!”. Then, get them to figure out how they can make things easier.

Gary Hendrickse
Sherpa CEO

Sherpa Brand & Design Agency
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