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How to Optimize Your Coworking Contact Page for Better Conversions

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How to Optimize Your Coworking Contact Page for Better Conversions


If you’re running a coworking business, you know that your contact page is key to your website. After all, it’s the page where potential customers can get in touch with you to learn more about your space and perhaps even book a tour. In this sense, every lead that reaches your contact page is important, and if you can convert more leads into members, your business will thrive in no time.

If you want to improve your conversion rate, it’s vital to ensure that your contact page is adequately optimized. So today, I’m going to share some tips on how to do just that. Keep reading for more!

What is a Contact Page, and Why is it Important for Coworking Businesses?

A contact page on a website provides visitors with information about how to get in touch with the business or organization. In most cases, the contact page is where leads go when they want to get in touch with you directly, usually after they’ve perused the rest of your website, meaning they’re already interested in what you offer.

Contact pages are important for any business since they help visitors feel there’s someone real running the business, someone they can reach out to and communicate with directly if they need to. While this is particularly important in industries prone to scams that rely on trust, like investment firms and trading platforms, it’s also important to coworking businesses.

For coworking businesses, the contact page is essential because it’s often the first real point of contact between the company and a lead, making it a clear opportunity to convert them into paying customers. A lead will go to a coworking space’s contact page because they want to find out more about the space, ask questions about the service, or even schedule a tour. On the other hand, they may just be interested in pinpointing the space’s exact location to see if it works for them, or they may simply want to get in touch with a real person for a more natural “human” interaction.

What Does “Conversion” Mean for Your Coworking Business’s Contact Page

In marketing, a conversion is nothing more than a goal that a website or a business wants a visitor to complete. In other words, it’s the ideal or desired outcome you want whenever someone visits a website, watches an ad, or reads a blog post. In PPC marketing, for example, typical definitions of conversion would be an action like clicking on an ad, signing up for a newsletter, filling out an email capture form, or making a purchase.

In a well-thought-out marketing plan, every ad, every web page, every CTA, and every asset we use has a specific role to play in driving the lead down the sales funnel or driving the visitor to the desired action. For coworking businesses’ contact page, although we could think that the ideal conversion would be to get the lead to book an office or sign up for a membership, that’s not always the case.

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First, contact pages aren’t exclusively targeted to leads. They can also be targeted to media outlets or potential business partners. However, even in the case of leads, one of the most common conversion goals is getting visitors to schedule a tour of the space. There’s a simple reason for this. An in-person tour is the best way to show potential customers what your space offers in terms of amenities and the overall vibe. It’s also an opportunity for you to build rapport with the lead and establish trust. In other words, tours are what you should optimize for subscriptions and actual sales; your contact page is what you want to optimize to book those tours.

Information to Include in a Contact Page

There are three main groups of people who will go to a company’s contact page:

  • Potential leads who are already thinking about becoming paying customers.
  • Media outlets and reporters who want to get in touch for an interview or story.
  • Other businesses that want to partner up or collaborate.

Each of these groups has different needs, and it’s crucial that your contact page can accommodate all of them.

Information for Leads

For potential leads, you’ll want to ensure that your contact information is easy to find and that there are multiple ways for them to get in touch with you (e.g., phone, email, live chat, contact form). You’ll also want to include basic information about your business, such as your address, business hours, and a map with your precise location.

The goal is to make it as easy as possible for leads to get in touch with you and find the information they need. Remember, if they’re on your contact page, they’re interested in your business and are trying to take the next step. Don’t make it harder for them by hiding your contact information or making it hard to find.

Information for Reporters and Media Outlets

If you want to be featured in the press, you also need to make it easy for reporters to find your contact information and pitch you their story idea. You should have separate contact channels for the press, including a press email address and a link to your Press Kit (if you have one).

Information for Business Partners

If you’re open to partnerships with other businesses or perhaps are seeking someone to invest in your coworking space, your contact page should have a dedicated section for partner inquiries. Again, ensure the information is easy to find and that there are multiple ways for partners to get in touch (e.g., phone, email, contact form). It’s also important to show your current partners and other businesses you’ve partnered with in the past.

Linking to Your Contact Page From PPC Ads

Optimizing your contact page for conversions is useless if people can’t find your contact page. That’s why it’s vital to add easy-to-find links across your site. However, even with those links, it’s possible that your contact page may not get the traffic you would like. That’s where PPC comes to the rescue.

Adding a link to your contact page in a PPC ad is a great way to increase traffic to your contact page and, as a result, increase conversions. This can serve as a secondary goal of a PPC ad campaign (e.g., “Book a tour” or “Get in touch”).

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When adding a link to your contact page in a PPC ad, there are two things you need to keep in mind:

  • The link should be visible and easy to find.
  • The CTA should be clear and match the ad’s messaging.

9 Tips on How to Optimize Your Coworking Contact Page for More Conversions

Now that we know what contact pages are, why they’re important for coworking businesses, what minimum information they should include, and how to drive traffic to them, let’s focus on how to get visitors to convert.

In this section, I’ll give you tips on optimizing a contact page for conversions, focusing on converting potential leads to help your coworking business grow. I’ll cover optimizing for reporters or potential business partners in a future post.

Tip #1: Make It Easy to Find Your Full Business Address and Contact Information

A coworking space is necessarily a brick-and-mortar business that members will visit in person, so there’s no point in doing anything other than being completely transparent about your business address. If you offer multiple coworking spaces, make sure visitors can easily find each space’s exact address. In these cases, it would be very beneficial to add a tool that allows them to type in an address they’re interested in and have the tool show the spaces nearest that particular address.

The same goes for your contact information. Include as many ways to get in touch as possible (e.g., phone, email, online chat, social media), and ensure that this information is also easy to find.

Tip #2: Make it Extremely Easy to Book a Tour or Make a Reservation

User experience is an important part of conversion optimization, and when processes are easier and require fewer steps, people are more likely to go through with them.

When it comes to booking a tour or making a reservation, you want to make the process as easy as possible. Ideally, booking a tour shouldn’t take more than two or three steps to complete.

 Tip #3: Minimize the Number of Fields in Your Contact Form

As an extension of the previous tip, when crafting your general contact form or the form to book a tour, you should make it as short and with as few fields as possible. Studies show that forms with fewer fields have much higher conversion rates than those that require more information. The more fields there are, the greater the chance someone will abandon the form altogether. At a minimum, you should only require an email address and name. If you need additional information, consider making some of the fields optional so visitors can just skip over them if they want. If you do, make sure to make it extra clear that they’re optional, so they’re not scared off by the prospect of having to fill in a bunch of information.

Tip #4: Avoid Captchas if Possible

Let’s get something clear right off the bat: website managers love captchas; users don’t! Nothing disrupts user experience like waiting for a captcha to load, solving it (sometimes several of them in a row), and waiting for it to confirm you’re not a bot. No one wants spam, but captchas aren’t as effective as you would think at avoiding it.

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Captchas are supposed to be easy for humans and hard for bots. However, studies show that they’re becoming exceedingly challenging for humans, while AIs are improving at solving them. Today, captchas seem to be doing the opposite of what they’re supposed to, making things harder for humans and easier for bots. Therefore, adding a captcha to your contact submission process is simply not worth it. It’ll only make you lose valuable leads.

Tip #5: Show Off Your Team

Add photos of your team members to put a face behind the name and build trust with potential members. Is there someone in particular that handles customer inquiries in your company? Then, show that person’s name and face, so visitors know who they’re writing to when submitting a form. Adding this simple human touch can make a big difference in conversions.

Tip #6: Add Social Proof

It goes without saying how effective social proof is for marketing and conversion optimization. If you can show that your coworking space is popular and in demand, people will be more likely to want to join.

There are several ways to do this, but one of the most effective is adding testimonials from current or past members. These could be in the form of written testimonials, videos, and more. If you have many testimonials to choose from, add only those that tell how booking a tour was the best decision to make or how, after the tour, they were sure that that was the coworking space for them.

Tip #7: Optimize Your Contact Page and Contact Form for Mobile

We all know that younger generations are increasingly using their smartphones as their primary (and sometimes only) means of accessing the internet. This trend is especially true when making reservations and bookings online.

Therefore, if you want to optimize your contact page for conversion, you must make sure that both the page and the form are mobile-friendly. This means they should be responsive (adapt to any screen size) and easy to use on a small screen.

Tip #8: Add a FAQ Section

An FAQ section is always a great idea, regardless of what kind of website you’re running. An FAQ can be especially useful for a coworking space contact page because there are many common concerns and questions potential members usually have about these types of spaces. This solution lets you preemptively answer any objections they might have, increasing the likelihood that they’ll book a tour.

Tip #9: Throw in a Chatbot to Answer Questions That Aren’t in the FAQ

FAQs are great, but they can only answer so many questions. If you want to take things one step further, consider adding a chatbot to your contact page.

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This way, you can offer potential members more help and support, increasing the chances that they’ll convert into actual paying customers. You can also ask visitors to share their contact information to get in touch with them directly and solve their concerns, but remember about their right to digital privacy and never disclose these details to other partners.

Tip #10: A/B Test Different Versions of Your Contact Page

Finally, no matter how well things should work in theory, many factors influence a visitor’s decision-making process besides the ones covered in these tips. A/B testing different versions of your contact page will give you the insight you need to know what works for your audience and what doesn’t. Try different headlines, copy, images, forms, CTAs, and so on, and see which version performs the best. Then, once you have a winner, implement that version on your live site.

The Bottom Line

These are just a few tips to help you optimize your coworking contact page for better conversion. By following these tips and driving traffic to your contact page through PPC ads or other means, you can be sure that your contact page will work as efficiently as possible to get more leads and conversions for your business.





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Your Guide to Winning with Performance Max Campaigns

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Your Guide to Winning with Performance Max Campaigns


The first mention of Performance Max dates back to 2020, but it is still considered the new kid on the block for businesses and marketers alike. 

For many business owners, and especially eCommerce store owners, there has always been that search for the Holy Grail to simplify online advertising. With many options available, it was difficult for many to choose where to start. For those unfamiliar with the Google Ads ecosystem, it became a very expensive lesson, with many chalking it up as an expensive lesson in futility.

Then came a shift in the landscape, with the release of their automated behemoth, Smart Shopping. This new campaign option offered the likes of many amateur shop owners a simplistic way to take their first steps into the online advertising universe. This made for a simplified process for users to easily showcase all their products, putting most of the decision-making in the hands of Google

Whilst this provided some relief for many, there were still boundaries. For one, the ability to extract pertinent data to review and assess was one of them, as was providing the opportunity to the inexperienced to expand into the other Google advertising ecosystem (YouTube, Display, etc.) where their products may flourish. This provided a void for advertisers to expand their reach and required something to fill the gap.

That was until now!

With the announcement that Google is sunsetting the Smart Shopping campaign, the talk moved quickly to how this will be handled. There was the mention of a “one-click” solution to transition across to this new kid on the block, which was music to the ears of those still not familiar with the Google advertising network. Whilst this may sound like the perfect solution for most, not having that understanding of what you’re working with, could be the difference between the success and failure of your efforts.

This is why I want to equip you with a full understanding of what Performance Max is, and how you can go about implementing the moving parts to set it up for success.

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Introducing Performance Max

Performance Max is the latest installment from Google’s war chest of advertising tools. Unlike other automated options of its predecessors, Performance Max harnesses the power of its advertising ecosystem and enables advertisers to serve their ads across YouTube, Gmail, Discover, Search, Shopping & Display networks from a single campaign.

In their own marketing efforts, Google has made it sound simple to get these new campaign types in place, and in some ways, they have. Simply provide your ad copy, upload inspirational product images, add links from your YouTube account, and connect to your Google Merchant Center and you’re only a button click away from unleashing its power. From there, Google’s all-powerful machine learning systems will seek out and find the perfect customer and serve your ads to whichever platform they may be using at the time.

So now, instead of having to create multiple ads and assets for specific channels, you get to “throw it all together” and let Google work its magic, managing its potential to full effect across their advertising landscape.

Performance Max campaigns leverage their automated bidding and targeting technology, creating tailored ads and putting them in front of customers, no matter where they are on the Google Ads network. From the average person, this sounds too good to be true, especially those that are happy to let Google have complete control over their funds.

To help you get the most out of Performance Max, let’s break it down into the many parts that go into making it work.

Anatomy of a Performance Max campaign

Unlike other previous campaign types, such as Search which focus on text-based queries, from this single campaign, you can now show ads to other platforms that include Shopping, Search, YouTube, Display, Local, Gmail and Discovery.

As an automated campaign type, all you need to do is add your assets, select your goal and let Google proceed to do the job by showing your ad to the right person, on the right network, to give you the best possible chance of success. It sounds like the holy grail of advertising and whilst you will see results, having a better understanding of how to put it all together will go a long way to its success.

So where to begin.?

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Whilst you’ve read this far, let’s presume that you have a good understanding of the basic campaign settings for creating a Google Ads campaign, including your budget, location, language, etc. As these are generally pre-determined when you plan your campaign and the goals you want to achieve, there are some areas to take into consideration when doing so.

With Performance Max campaigns, you have 2 options with the bidding strategy. Maximize Conversion or Maximize Conversion Value. While there are only these options to choose from, your success is based on choosing the right one. Whichever goal aligns with the outcome you are wanting to achieve, we suggest not putting in any limitations such as a target ROAS or CPA when starting out, and allowing Google to “spread its wings” to jump-start the campaign.

There is one caveat within the settings and that is the Final URL Expansion section. If there is a page on your site that Google believes is more relevant than the landing page you want to direct them to, it will send them there. This does take some control out of your hands, but it is based on your historical conversion data combined with the characteristic profile data it has on users. If there are pages that you specifically do not want to be included, you have that option through the Add the URLs you want to exclude option.

Asset Groups

Asset groups can be similarly described as the “new ad groups” of these Google Ad campaigns. Within these asset groups, you have the infrastructure to create themed assets, including imagery, video, shopping products, and text ad copy, that will provide an inventory for Google to showcase across its advertising platform. Keep in mind that if you are not utilizing your own video or YouTube channel, Google will create one as part of the asset group. If this is not an option, you can contact your Google rep to remove the Performance Max campaign from the video network.

Listing Groups

Within each asset group, you can manually select which products you want to be served up across the Google Shopping network. These listing groups can be segmented by Category, Brand, Item ID, Condition, Product Type, Channel, and Custom Labels. While there is no right or wrong way to set these up, I suggest breaking them down so they align with your themed Asset Group. For example, you may have an Asset Group for Nike and it would make the most logical sense to only include the range of Nike products, especially if you’re using keywords as an audience signal to find your customers.

For those a little more advanced, you can take advantage of using custom labels to get granular with the products that you want to include, such as top sellers, on-sale items or even by a price point. Aligning your products is a key element here, so ensure you spend time looking at how you want to segment these out in comparison to the audience that you will be targeting.

Audience Signals

Creating these signals will guide Google’s machine learning models on the way to better optimize your campaign. One caveat with this is that these campaigns may show ads to audiences outside of these signals if Google’s machine learning indicates that there is a likelihood of attaining a conversion that falls within your goals.

When starting out, it’s always good to have a solid foundation of audience signals in place to get things going. This initial information is going to help your campaign ramp up and optimize performance faster. Whilst having all your products and signals in one group is the simplest way to start, ideally, every audience should get its own asset group and intended audience. These audiences should include:

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  1. All website visitors
  2. Competitor terms and website
  3. In-Market with a combination of relevant and “outside-the-box”
  4. Affinity
  5. Customer match list or All converters
  6. Converting keywords
  7. Brand

These are not the specific audiences that you’ll be targeting but the characteristics of those audiences Google will use to find the right customer.

*Top tip – If you’re looking to create a large number of asset groups by combining categories and audience signals, Google Ads Editor is going to be your best friend. Whenever you duplicate an asset group from within the Google interface, the Listing Group defaults back to all products and you’ll need to segment it each time. If it is duplicated in the Google Ads editor, it will retain the original segmentation of the products.

All Done, What’s Next?

Absolutely nothing!

Not quite but you do need to understand that these new campaigns take time to work through the learning process, gathering all the data from your assets and signals, to achieve the goals you have in place. While this doesn’t mean you won’t see some early wins, and you should, it just means you’ll have to be a little more patient. Generally speaking, this can take up to 5-6 weeks from the time you hit the GO button for new campaigns, which for some can be a nervous period. 

Now, this doesn’t necessarily mean you can walk away and let it do “its thing” for the next few weeks. As they say, a champion team will always beat a team of champions, and this is no different when talking about your Google Ads account. Relying on a single campaign, as many did with Smart Shopping, can be fraught with danger. Whilst Performance Max campaigns utilize all of the advertising networks that Google has to offer, you want to ensure that you’re not missing any opportunities. 

For starters, a Brand campaign.

I suggest running a branded search campaign alongside to ensure that Performance Max is not taking all the glory in sales and converting the low-hanging fruit of those people looking for your business. Although there is hope that it will eventually become available, you’ll still need to speak to your Google rep about adding your brand name, and its derivations, as negative search terms to Performance Max.

Running a standard shopping campaign can also be beneficial, especially if you have core products that need to be front and center with your audience. There is a lot more control, and data to analyze, which can help with improving the overall account, too. The Performance Max campaign will help with “filling in the gaps”, especially with the additional channels it has to market to.

You should also look to run a Dynamic Remarketing campaign. Unlike the previous Smart Shopping that so many were used to running, the remarketing component was far superior, and a dedicated remarketing campaign will give you far more information to review and make decisions.

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We live in a media-rich world, where platforms such as Instagram and TikTok rule. The reason they are the kings, or queens, of the social media world is the use of visual creatives. This is no different when it comes to Performance Max campaigns. Make sure you keep a stock of fresh visual images and videos and implement them into newly created themed asset groups for further testing.

But won’t this reset the learning cycle?

Thankfully, it won’t reset the learning phase for the entire campaign, just the newly created asset group. 

Will Performance Max campaigns take traffic/sales from my other campaigns?

The short: it depends. Whilst they are known to “steal” impressions and clicks from other campaigns, there are reasons why. Part of the reason comes down to your ad ranking across all your campaigns. For Search based campaigns, if there is no exact match term in other Search campaigns, then it will be based on the highest ad ranking in your account. When it comes to competing against other YouTube and Discovery campaigns, it’s different again.

To clear up the confusion, here’s a table to give you an idea of which campaign will show:

Campaign #1 Campaign #2 Campaign entered in the auction
Search campaign that matches user query exactly Performance Max Search Campaign
Search campaign that does not match user query exactly Performance Max Campaign w/ higher ad rank
Standard Shopping campaigns Performance Max Shopping Ads on Search/Shopping: Performance MaxShopping Ads on search partners: Performance MaxShopping Ads on Gmail & YouTube: Campaign with higher ad rank
Display campaigns (with no feed) Performance Max Campaign w/ higher ad rank
Display campaigns (with feed) Performance Max Dynamic remarketing: Performance MaxAll other display ads: Campaign w/ higher ad rank
Video campaigns Performance Max Campaign w/ higher ad rank
Discovery campaigns Performance Max Campaign w/ higher ad rank
Local campaigns Performance Max Campaign w/ higher ad rank
ACE campaigns Performance Max Campaign w/ higher ad rank

Conclusion

As you can see, getting started with a Performance Max campaign isn’t as difficult as it may seem, and for those that are either new to Google Ads or crossing over from Smart Shopping, that journey has been made simpler. 

Whilst the above will get you up and running, there is still much that can be done through review and testing, as well as working on accompanying campaigns to complement the performance of your account.

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If you’d like to find out how to get the most out of Google Ads for E-commerce, you can contact me at Digital Darts.





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