Storytelling on the Contact ...



But before diving into the topic at hand, it’s worth a visit to your Google Analytics.

This doesn’t require a lengthy analysis. Click on the site content and pull up the pages with the most views. If you’re a B2B play, it’s likely that your contact page is a top producer of pageviews.

It makes sense.

If you bring qualified traffic (prospects, job candidates, etc.) to your site and they like what they see, they want to know how to contact you. Yet, few companies capitalize on this real estate to tell their story and continue fortifying the brand.

You do have to be conscious of making it easy for the user. If someone clicks for the contact page, you don’t want the experience to turn into a “Where’s Waldo?” episode.

Still, there are simple ways to balance contact information with applying storytelling techniques to the page.

You can see how we approach this on our own contact page below.

hoffman contact page business storytelling public relations

  • #1: Our Hong Kong office moved to a larger office space earlier in the year. The link leads to a page we created that pulls together a few photos as well as a first-person narrative from our global VP of operations, Lydia Lau.
  • #2: Given we support new ventures around the globe, this graphic takes the reader to a The Next Web story on the startup scene in London.
  • #3: Here, we simply highlight an Inc. story on the Agency’s early days in building out its global infrastructure.
  • #4: Korean General Manager Yonnie Yoo was recently featured in a Korean publication called The PR.
  • #5: Again, we used a few photos of an office, this time Shanghai, and a snapshot to give the reader a “feel” for the operation.
  • #6: Tying to our Japan office, we link to a Wall Street Journal story that walks through three glorious nights of dining in Tokyo. Why? This isn’t deep. It simply shows a side of Japan that everyone can relate to, food. Plus, the reader doesn’t expect to see a photo of a sushi chef on our web site.

The only original content on the contact page comes from the narrative on Hong Kong team relocation and the Shanghai office vignette.

The point is, it doesn’t have to be a major undertaking to add some life to the contact page.


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