When designing contact pages, the visual hierarchy should reflect the client's preferred conversion action. A raw email address and a contact form serve different tracking and workflow needs — and the order in which they appear on the page directly influences which one visitors use. This principle was surfaced during an SEO progress review with [1] / [2], where both sites had contact pages that buried the form below a direct email link.
Lead with the conversion action you want to track and receive. Contact forms are preferable to raw email links for several reasons:
mailto:) require a click-to-email button to be trackable at allThe hierarchy should be: primary CTA → form → secondary contact method (email or phone).
Goal: Form fill as primary conversion; direct email as fallback.
Rationale: The existing contact page directed visitors immediately to the email address, with the form below it and out of view. Since the form submission routes to the same inbox anyway, prioritizing the form captures a trackable event without removing the email option.
Goal: Phone call as primary conversion; form fill as secondary.
Rationale: Katie expressed a preference for receiving calls for Shine. The call button must be a true tel: link (not plain text) to be trackable as a conversion event in Google Analytics and Google Ads.
This hierarchy decision is directly tied to [3]. Only clickable elements — buttons with tel: or mailto: links, and form submissions — can be tracked as events. Plain-text phone numbers and email addresses are invisible to analytics.
Tracked events being configured for both sites:
| Event | A New Dawn | Shine |
|---|---|---|
| Homepage view | ✓ | ✓ |
| Contact form submission | ✓ | ✓ |
| Click-to-call | ✓ (to add) | ✓ |
| Click-to-email | ✓ (to add) | — |