A page footer is that ending strip in a page that usually have the navigation links, terms or agreement, site maps, privacy policy, and the like. Although the Chartbeats study shows that this engagement truly happens, this is one of the most neglected parts of web design.

As web designers focus on the header to attract readers and potential clients, the often forgotten footer is where potential customers can become actual customers. This is not to say that you should neglect the header; because as headers should draw the customers in, footers should make them stay.

It is about time to embark on a journey to make the footer great again, and this blog can help you out.

#1. Take What You Can Carry: Use Ample Negative Space

The footer area may look small, but it has more space that you think. A commonality between great-looking page footers is the use of ample use of both positive and negative space (white space).

Although you are encouraged to use most of the available space; you have to consider the footer’s readability, click-ability, and ease-of-use. You can put almost anything you want in the footer; from navigation tools and site maps, all the way to company bios and blog links. All of these will not positively impact your page if it is cluttered and visitors have a hard time using it. Utilize the footer space efficiently. Let your footer breathe and your visitors read and click.

#2. Listen and Take Note of the Tactical Briefing: Include Necessary by Uninteresting Information

Include Necessary by Uninteresting Information

Terms of use statements, privacy policies, and other long-winded and complicated-looking texts can be considered as boring pieces of information, but including them in your website can boost your site’s conversion rate.

Placing these ‘boring’ texts in the footer is a constant reminder to visitors that all information they provide you on your site, their safety and best interests are your business’s top priorities.

#3. Get Your War Paint On: Use Graphic Elements

Text footers are important, but as it may be boring to read, adding graphic elements can add to your site’s appeal and can maintain your visitors’ interest.

There are several considerations in choosing the graphics for your footer. You have to take into account your target audience, the general tone and balance of the page, your design and marketing goals. Furthermore, you also have to make sure that photos you use are properly incorporated in every copy of your page and that you are allowed to use these photos legally, at your discretion.

#4. Recognize Your Allies: Include Your Company’s Association Memberships

Company memberships in associations can work in a twofold manner. Firstly, it allows your company to connect with other players in the industry. Find possible partners to enhance your business offerings, and update yourself with the latest trends and news in your niche. Secondly, your company’s association membership can also enhance your existing and potential clients’ trust in your business as your membership to a certain association may be a testament to your reputation and competence.

Hence, adding the company’s association memberships in the footer can be a positive move for you. As you pass associations’ standards and continue to be a member, it gives the page visitors assurance of the consistency and quality of the products or services that you offer. This feeling of confidence and security may increase your site’s conversion rate.

#5. Spread the Word: Indicate Your Upcoming Events

Company events may mean engagement opportunities for you and your clients. This may include physical or online store launchings, time-bound special offers, anniversary sales, and more.

Although you can spread the word about your events through social media and other platforms, adding upcoming events in your footer is also an effective use of space that can remind your visitors about your upcoming event, and may encourage them to click on your social media accounts or posts to check on this.

#6. Put Up Your Flag with Pride: Inclusion of Your Company Contact Details

There are a lot of ways that you can increase your brand’s online presence. But engagement only truly happens when people click on your site or call your phone. For this reason, having your contact details available in plain view is very important.

Page footnotes are in almost, if not all, of your website’s pages. Placing your business’s contact details in that area increases the chances of it being read and remembered easily. Furthermore, it makes your company more accessible and approachable for inquiries. When inquiries come in regarding your products and services, the likelihood of clicks and calls turning into sales, increases.

#7. Call Out to Your People and Potential People: Include Newsletter or Email Sign Up

Newsletter or Email Sign Up

Newsletter subscriptions, email sign up forms, and other opt-in forms are ways for you to command the attention of a wider audience and to better reach your target market. Although there are several ways for you to grow your company’s mailing list, putting opt-ins in your footer is also an ingenious and discrete way of doing it.

As every page of your website has a footer, you are assured that your clients will not miss your site’s opt-in. In addition, a strategically placed and beautifully designed opt-in with an equally enticing offer or discount in the footer area, can capture the interest of the viewer and eventually turn the click to an inquiry, and an inquiry into a sale.


A web page’s footer can be a great tool to enhance your viewership and conversion rates, sadly, it is often taken for granted. Remember to use ample negative space, include necessary, yet boring information, use appropriate graphic elements, mention your company’s association memberships, promote your business’ upcoming events, include your company’s contact details and add opt-ins; then both your page and footer can be great again.

Do you think that the humble page footer can help enhance your web design? Or do you have other ideas that can make the footer great again? Share your thoughts and footer success stories in the comments section.

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