16. March, 2021

Contact Us Page SEO: How To Optimize Your Contact Page

Author avatar
Marina Dolcic
Content Marketer @ Morningscore.io

The contact page is standard for almost any website.

However, it is often set up in a rush as website owners see it as a low-value page that “just needs to be there”. This, combined with the uncertainty of what else to put in it, makes contact pages often have thin content.

But your contact page is where site visitors, potential customers, or partners expect to find more than just your address and phone number.

A good contact page is a sign of trustworthiness. It can lead the customer to see the business as either a brand or a mere gig. It is the perfect place to invite potential prospects to take a behind-the-scenes look in your organization. After all, how are potential customers supposed to do business with you if they can’t even find your  physical location? And not to mention the SEO downsides of that.

In this article I will be answering some common questions to help you optimize your contact page with relevant content and keywords and make sure it’s at the top of its game when it comes to Search Engine Optimization.

So let’s see exactly how you can build a great and SEO-friendly contact page and present your business in its best light.

How To Do SEO For A Contact Us Page?

To properly optimize your “Contact Us” page for search engines, you need to have the exact contact information, schema markup, and 2-3 keywords important to your business.

These are the 3 essential things you definitely shouldn’t ignore if you are hoping to rank well on local searches or show up in the Local map pack.

Of course, there are always more things you can do to optimize your contact page, for example

  • Write a nice title tag
  • Edit the meta description
  • Make sure the content is not thin
  • Add internal links
  • Optimize your contact info – address, phone, email
  • Add a Google map
  • Add and optimize images
  • Add and optimize video
  • Have a contact form
  • Include a CTA
  • Sort out your schema

I will be explaining each of these further in the article, so keep reading.

How To Format Your Contact Info On Your Contact Us Page For SEO?

You contact information consists of your NAP and email and it should be displayed in a way that makes it easy for your website visitor to use it to make contact.

It shouldn’t take more than a few seconds for the visitor to skim through the page and chose his/her preferred method of contact.

Some website owners like to make it easy on themselves rather than their potential clients and they only offer one method of contact. It is my recommendation to offer multiple contact methods (clickable contact info, contact form and CTA) and let your website visitor choose as this will increase your conversion rate.

What Is NAP And Why Is It Important?

NAP stands for business name, physical address and phone number and it represents the most important contact information on your website. Both the algorithm and your website visitors use it to determine how trustworthy your website is.

Your NAP needs to be correct and consistent throughout your entire page and it needs to match the info in your Google My Business listing. If the information differs (on the front page, in the footer or across your service pages), it will not only confuse your potential clients, but also Google. So, make sure you recheck your entire site for NAP consistency. That is, your company name, phone number, and address on your contact-us web page should be exactly the same as the one you’ve listed on your Google My Business company profile.

Good example of NAP on the Contact us page

How Do I Optimize Multiple Location Addresses?

To optimize your Multiple Locations, use every information possible for each location.

Here, it’s also VERY important to include the accurate Schema Markup to your “Contact Us” page.

It’s also critical to create big enough differentiations for each of your addresses so that Google actually understands they are different addresses. If you’ve named your offices, list that.

For example:

“West Coast Offices:
John Doe Ave.
Los Angeles, CA
Postal Code
Phone Number
Opening Hours”


“East Coast Offices:
Mark Smith Ave.
New York City, NY
Postal Code
Phone Number
Opening Hours”

You can also use site structure and pick a main office that has its name in an H tag that is higher than the names of the other offices.

For example:

<H2> Our Headquarters</H2>

West Coast Office
John Doe Ave.
Los Angeles, CA
Postal Code
Phone Number
Opening Hours

<H3>Our East Cast Location</H3>

East Coast Office:
Mark Smith Ave.
New York City, NY
Postal Code

Additionally, if you’re using Google My Business, you should add all of your different locations. Listing all of your locations as departments ensures Google Maps will help the end-user by showing them all of your locations – or the one closest to them.

Make the phone number and email clickable

Wherever you have the email and phone number on your website, make sure they are clickable. This is not so much a matter of SEO as it is user experience. When your email and phone number are set up as a link, the visitor will only need to click or tap on it to either call or send you a mail.

Some website owners not only refuse to do this, but also make it intentionally harder by omitting their email address or make it hard to copy the phone number or email (sometimes writing it as “mail at mycompany.com”) trying to protect themselves from spam or (in their mind) worse.

From a SEO perspective this is a really bad idea as the benefits of better ranking, higher trustworthiness and an increase of conversion rates outweigh the inconvenience of spam or any possible security risk to your generic company email.

Here’s how you do it.

How Do I Make My Email Clickable?

To make your mail clickable you need to add it as a link in the form of “mailto:[email protected]” with “[email protected]” as the anchor text. You can of course add whatever you want to the anchor text as it will now behave as a clickable text (like “Send us a mail at [email protected]”).

Example of the HTML code when making an email element clickable

From there on, whenever someone clicks on it, their default mail program will open a new mail and your mail will be added automatically as the recipient.

How Do I Make My Phone Number Clickable?

To make your phone number clickable you need to add it as a link in the form of “tel:yourphonenumber” with “yourphonenmber” as the anchor text.

You can of course add whatever you want to the anchor text as it will now behave as a clickable text (like “Give us a ring: yourphonenumber”).

Add A Contact Form

Some users prefer to use contact forms. It is a fast and easy way to send a simple message like “I’m interested in your services. Please contact me.”

Others absolutely hate it and refuse to use it. Even to the point of rather choosing not to make any contact if this is the only method they can use.

My recommendation is to use a simple contact form as an alternative contact method. Meaning, if you have a contact form on your contact page, make sure you also have your email address and phone number there too. The simplest solution here for most websites is to add a contact form on their site (especially in WordPress) is by using a contact form plugin.

Example of multiple contact methods on a Contact page


CTA buttons can be attention grabbing and an easy way of getting a user to contact you.

Instead of having your phone number and email written on the page you can set up CTA buttons with “Call us” or “Send a mail” instead.

You can also use nicely designed CTAs to display your products and services and get some conversions.

Call-to-action example on a contact page

What Are Good Keywords To Include On Your Contact Us Page?

Good keywords for contact pages are all keywords that explain what your business is about. Remember, you shouldn’t go overboard with them here.

Contact page content is usually pretty thin, so you won’t have the opportunity to write these keywords more than once anyway – which is good.

You are not optimizing this page for any specific keyword like you do with your landing pages. Instead you just mention keywords that make the essence of your business. so it’s easier for Google to show your business address in Google Maps of the Local map pack.

As an example, here’s our sister company Morningtrain. As you can see you do not need more than 2 sentences to mention your top services.

Example of how to use keywords on a contact us page

You can also use some generic keywords that people use when doing searches for local businesses. These are “where is”, “near me” and “find a”. It would be good if you could use any one of those on your contact page, but make sure it looks natural and not forced.

Example: “Trying to find a good dentist near …? We are located at…”

How To Write A Good Title Tag For A Contact Page?

A good title tag for a contact page needs to be descriptive, include a keyword that suits your business and match the search intent of the visitors.

So, not much different than the usual title tag, to be honest. The only problem is that most website owners usually neglect the Contact page and just give it a title of “Contact” or “Contact us”.

This is a good place to use your main keyword or even include a couple of services like this London based web agency “Get In Touch With Figment Agency | Web Design | Digital Marketing”

Another option is to include a question in the title tag, like “Looking for a good dentist? |Contact Smile Clinique”

How To Write A Good Meta Description For A Contact Page?

Make the description inviting. Show that you are happy to hear from your clients and tell them when you are at their disposal.

An example of a good contact page meta description

Don’t be tempted to leave it empty, because Google will turn your meta description into alphabet soup like in the following example.

An example of a bad contact page meta description

How Do I Avoid Thin Content On My Contact Page?

There is plenty of content that you can add to your contact page to make sure it doesn’t get flagged as thin. Among others, you can have a short section describing the company, its history, locations, service area, opening hours, team and you can also include videos and images.

When it comes to bigger pieces of content, it is important that it’s unique. So, you can rewrite a small section from your About us page, but don’t make it longer than a sentence or two. This will give you a chance to use your main keyword and a few of your service/product keywords. Your Contact Page shouldn’t have thin content – but shouldn’t be as long as a blog post either. 

Remember, this page is a great opportunity for you to open the doors to your business. When it comes to content, don’t limit yourself only to what’s standard. It’s perfectly reasonable to involve some creativity so that you can attract and communicate exactly to your target audience. 

Also try and describe the location. For example, if you’re close to a monument, a known building, or a famous intersection in your city, you can list that information to assist your potential customers in their wayfinding. This will give you a chance to add keywords used in local search results like “near” and “find a”.

Additionally, and not strictly only for Local SEO, if you’re not sure what more content to add to your contact page, you can also list information about your customer support and sales support – such as guidance to the right departments and expected response times.

And last but not least, even if you’re a small business, your contact page is a great way to list your social media profiles.

Following these best practices is a sure way to build trust with any potential customer looking to find more information about your business. Being proactive and listing this information is a sign of inviting customers to learn about you and your company – something all of them ultimately need before they commit to doing business with you.

What To Add To My Contact Page? – Service Area

If you have a service that requires you to visit customers, write the range. It’s a waste of both of your time and the person who is calling if they live too far for you to consider them a client.

Save yourself the hassle and add the service area.

What To Add To My Contact Page? – Opening Hours

One of the most sought-after information for brick and mortar businesses next to location.

Also, it is quite important to include office hours in case you provide customer service or one of your customer journey steps includes the client calling you.

Which Internal Links Should My Contact Page Have?

This depends very much on what kind of business you run and what your client’s/visitor’s search intent is.

Why do they want to contact you? Are they having problems and need customer service? Then add a link to the Customer service or the FAQ page.

Are they interested in ordering a service where they are required to make a booking on a different page? Let them know this and link to that site.

Do they want to work for you? Include a link to the carrier page if you have particular contact requirements for job applicants.

What To Add To My Contact Page? – Team Members

In case you have no team member page with specific contact info for each employee, you should consider adding some or all to the contact page.

It can be just a few people in decision-making positions that act as bottlenecks for the communication or have specific tasks (CEO, marketing department, sales department, bookkeeping).

What To Add To My Contact Page? – Images And video

Google loves rich content. Your visitors love it too.

Make sure that your contact page looks nice by adding some high-quality images.

You can also add short videos that include testimonials, insight into the company or employee presentation.

How Do I Use Google Maps For SEO?

You can embed a google map to show your website visitors where you are located. Google will use it to compare the location to the one you provided via your Google My business listing.

Using a Google map is definitely better than using just a screenshot of a map, like many websites have a habit of doing. It is sharper and clearer, and the user can find his way to your location more easily.

How To Do Schema Markup On Your Contact Page For SEO?

The best way to do schema markup on your contact page is to pick a very specific type of schema. Remember that Google always uses the more specific Schema. If you make an “Organization” and a “Local Business” schema types, the more specific “Local Business” type will always be displayed over the more generic “Organization” one.

I’ll explain.

If you’re a Local Business with a single location, the best type of Schema markup for your contact page is “Local Business”.

If you’re a Local Business with more than one locations, use the “Local Business” markup type together with the “department” propertyWe weren’t able to find a good tool for that for a while – until the guys behind this tool were nice enough to implement it.

Additionally, one of the factors people often forget about Schema is that you can use several types of markup on a single page. For example, it’s absolutely reasonable to use both “Local Business”, “FAQ” and “Website” types of Schema on your contact page. All of them will display just fine in Google and will play well together.

Schema has become all the rage lately and everyone is trying to use it to give their website a push forward. So, if you are one of those that isn’t taking advantage, you are missing out.

5 Best ‘Contact Us’ Page Examples

We’ve looked at some concrete ways of how you can improve your both contact page SEO and user-friendliness. And now it’s time to get the creative juices flowing. Here are some of the best and most creative examples of contact pages (which you can show to your digital marketing guy or website designer 😉):

1. Contact Page Example – Website.com

website.com contact page seo example above the fold CTAs

The first example is a simple yet effective contact page from the domain website.com. Here, you can see that they have what some would consider a timeless design because of how things are arranged.

As you can see, throughout their page, they’ve listed their exact NAP information to fully SEO their contact page. Additionally, they feature very relevant Call-To-Action buttons that assist the users exploring this page.

website.com contact page seo example quicklinks help section

That is, you can either open a support ticket, start a live chat directly with their team, or see the status on their current open tickets. Better yet, they have integrated their learning center on their contact page with minimal effort – there are simply 3 buttons, each leading the user to either their Video Tutorials page, Knowledge Base, or Resources page.

2. Contact Page Example – T-Mobile

t-mobile contact page seo example above the fold CTA and info

Here’s yet another great example of a contact page. At the very top of their page in the Above-The-Fold section, the first thing the user sees is a call to action line prompting them to use their Self-Service Help Center. This gives the user an option to find a quick answer without having to wait in a queue for their question to be handled by the support team. It also helps T-Mobile deal with their large demand for customer support and therefore operate a more profitable business.

As expected, T-Mobile has also provided contact information for both businesses and individuals. This is a great option for having the best-suited staff members for the task help the two types of customer profiles they have.

t-mobile contact page seo example address and frequently asked questions

Scrolling down the page, we also see they’ve done both themselves and the customers a favor by directly listing their contact information regarding Payments and Bankruptcy.

And last but not least, because they understand that some customers might not find out how to navigate to their Self-Service Center, they also list their most Frequently Asked Questions directly onto their contact page to reduce friction with and help their customers. T-Mobile is truly a great example of a well-done contact page SEO!

3. Contact Page Example – Samsung

samsung contact page seo example above the fold

Next up on the list is Samsung’s masterfully crafted contact page example. Unlike T-Mobile, Samsung doesn’t focus on sending people to a Help Center in their CTAs, potentially due to the fact that some customers are conditioned to assume that they can’t find what they are looking for in it.

Instead, they maintain a diligent community of members who assist each other. In some ways, having a community of people working with Samsung also builds trust in the end-users – since they believe many others might have experienced the same issues that they could be dealing with.

samsung contact page seo example ask the community CTAs

This, therefore, gives a form of security for the end users, because they feel the answers to their questions are more personalized and they get the attention they deserve. This is especially true for companies who have somehow built a bad rep for their customer support.

samsung contact page seo example other CTA services

As you can see in this example as well, similarly to T-Mobile, Samsung has tailored their page to their users’ different needs. They understand that their customers are struggling with a plethora of things (any company who has that many customers does) and therefore provide other supplementary CTA buttons lower down the page. In this case, those are Locate A Repair Center, Request Service, Help With Order, and Printer Support.

One thing that stands out with pages for such large companies, however, is that they often do not list an exact NAP for SEO purposes. The reason for this here is because Samsung has hundreds of offices throughout the world – and probably just as many licensed locations which Samsung doesn’t necessarily run themselves. Adding an exact address on their contact page in this scenario would be problematic for both their customers and Google. 

Instead, the purpose for their global contact page is mainly to offer help in a digital way. And the way they integrate their physical locations is through their Locator page where you can find their repair centers.

4. Contact Page Example – The California Beach Co’s 

thecaliforniabeachco contact page seo example page with contact form

Up until now we looked at a few great examples. Although you might assume that the concepts there apply for global companies, that isn’t necessarily the case – and you can use similar ideas and modules on your own contact page.

However, let’s now look at an example of a more relatable case for most of us. Namely, this example of a contact page with great SEO is from a company called The California Beach Co which sells beach tents and blankets through their e-commerce store.

As you can see, they’ve done a great job of keeping things simple. There isn’t anything extraordinary about the page – but there isn’t any information missing either.  My personal preference would be to add a bit more content around the page. But if the current version is sufficient, that’s great, too!

On their contact page, the company has listed their contact phone number and address. Additionally, as we mentioned above in the guide section of this article, you can see they’ve done their customers a big favor. That is, they feature both a contact email AND a contact form on the same page. This is great for both customers who get in touch through the contact for – or those who prefer to write to them directly.

Last but not least, they also feature a link to a helpful resource for most customers – the Track Order Status.

5. Contact Page Example – Bridport Car Repair Centre

bridport contact-page seo example above the fold

Now, I absolutely love this last example. We’re looking at the contact page for a vehicle service center in the United Kingdom. One thing that stands out right away is that they definitely understand the importance of their contact page – and how customers and potential customers use it.

Landing on that page, straight off the bat you see their very detailed NAP information listed in a blue box that stands out on the page. In it, they’ve listed not just standard contact information such as NAP, but also other very relevant company information that can help their business partners such as their Company Registration Number and VAT Number

Next to that, they list their business hours, with a nice little detail which highlights the current day which you’re looking at in the table. As a customer, I love that (even if I don’t consciously notice it right away) because it saves me mind space – which I’ll probably spend on doing business with them instead. 

bridport contact page seo example contact form google maps

Besides that, scrolling further down reveals that they’ve listed both the email and a contact form which is always a plus. And to end the page, they also have a Google Maps integration which visually points out their address on the map. What a good combination.

bridport contact page seo example social proof customer reviews badge

But before we end this let’s note one more little detail on the page. Masterfully crafted, they’ve added possibly the best Social Proof – a slider with customer reviews.


I hope I gave you some ideas and you are itching to make your contact page perfect. You will definitely make your website visitors happy and hopefully Google will reward you with a few ranks or a local map pack listing also.

If you are a webshop owner , you should check out our eCommerce SEO article and learn more about all the ins and outs of optimizing these specific, business sites.


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