Make Your Contact Forms Work for You

Scott Calonico

contact formNearly every IT Solution Provider or Managed Service Provider (MSP) who has a web-site has a “Contact me” form.

It’s the form that potential clients will use to register their interest and get in touch with you.

But speak to any MSP and they’ll tell you that even if they are getting enough enquiries through their web-site (and many aren’t getting enough!) the quality of those enquiries often leaves something to be desired.

Prospective clients who don’t really need what you offer. Prospects who are looking for the cheapest deal above all else. Prospects who don’t have anywhere near the budget required to work with you. Prospects who don’t understand the value of IT. These are all typical complaints from MSP’s about the type of prospects that contact them via their web-site.

Why is this happening? Why aren’t you getting good quality leads though your web-site?

Simply put - you’re inviting anyone to get in touch when you really need to be speaking to a specific audience only.

How to speak to the right type of prospect

If your web-site says “If you are a small business owner looking for IT Support then get in touch” then don’t be surprised when all manner of small business owners get in touch!

But if you tell the visitor the specific type of clients you are looking to work with and why, you vastly increase your chance of getting good quality leads through.

For instance.

“We are a Professional IT provider who enjoys building a long-term relationship with small businesses who understand and value the importance of IT and are looking to their technology to help their business grow. If that’s you, then get in touch so we can explore working together”.

In this example you’ve stated a number of things. Firstly, that you are Professional. That one word often eliminates the bottom-rung prospect who is simply looking for somebody to get the job done cheaply, not professionally.

Secondly, you’ve stated that you want to build a long-term relationship. For anybody looking to get their laptop repaired, that’s probably not a long-term relationship. For anyone looking for an IT partner to manage their infrastructure, they’ll be thinking longer-term.

Thirdly, you’ve stated you want to work with “small business who understand and value the importance of IT”. If the prospect finds IT an irritation rather than a value-add, they probably aren’t going to get in touch. Likewise “and are looking to their technology to help their business grow” states that you only want to work with businesses who want to grow. Frankly, the business that doesn’t want to grow is not likely to be in business next year - so you’re attracting the right type of prospective clients again.

Finally, “Get in touch so we can explore working together”. You subtly state that you’ll be looking to see if the prospect is a good fit to work with you as much as you are to work with them. This sets the bar of respect high from the off-set and often eliminates the type of client that we’re sadly all familiar with, the ones who see you as a supplier to be spoken to and almost treated as a commodity. Make sure you avoid these clients by setting the expectations for respect early on.


Does your MSP web-site encourage anybody to get in touch? By using the right language on your contact forms you can ensure you attract the right type of prospect - one who will respect your expertise, have the right budget and look to work with a professional provider over the long-term.


Richard TubbRichard Tubb works with MSP's to help them focus on what is important, free up their time and make more money. You don't have to do it alone any more!

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