Your website has the potential for being one of your most powerful lead generation machines. In the digital marketing world, specifically the inbound marketing segment, we often focus on generating more form fills and downloads to capture leads information. And while this is a useful and powerful methods, it means that we sometimes overlook another powerful conversion: the inbound phone call.
An inbound phone call is when a lead calls your business directly. They typically are calling to learn more about your product or service, and don't want to wait for a salesperson to see their form submit and get back to them.
Often, a phone call can be a much more powerful sales conversion, because once a lead is on the phone with you, your sales person can make a personal connection with them. So how do you optimize your website to promote more inbound phone calls? Here are 7 suggestions:
1. Include Your Phone Number at the Top of Every Page
The first, and most obvious way to optimize your website to promote inbound phone calls is to simply make sure your phone number is prominently placed at the top of every page. While a basic step, this is key to gaining more phone calls. Website visitors can't call you if they can't find your phone number.
2. Make Your Number a Call-To-Action
A good call-to-action tells the users exactly what action they should take next. Including a strong action verb and clear directions on why someone should call can be a great way to drive more inbound phone calls.
You will want to phrase your call-to-action based on what it is you are offering. Here's a few examples:
CALL US FOR A FREE CONSULTATION: XXX-XXX-XXXX
INQUIRE NOW XXX-XXX-XXXX
3. Implement a Click-to-Call Feature for Mobile
According to a study done by Google, 88% of consumers who search for a type of local business on a mobile device call or visit that business within 24-hours. This means that optimizing your phone number for mobile is one of the most important things you can do. Thankfully, it is as simple as having a click-to-call feature on your website.
This literally means all your mobile visitor has to do is click to call. And of course, if your website isn't optimized for mobile, you should definitely change that.
4. Place Your Number in the Page Footers
Another place that website visitors typically look for a phone number is in the footer of your website page. This is also a powerful placement, because visitors who have gotten that far down on the page are usually those who read your page content all the way through.
5. Incorporate Your Number on Your Contact Page
Some visitors know right away that they want contact information, so they simply look for a contact page. This is why it is so important to include that information clearly, along with anything else they might use to get in touch, like email, social media, or your address.
6. Include Your Number on Downloadable Offers
If you are using the principles of inbound marketing, you are most likely offering some awesome, downloadable content on your website. While leads may not be ready to give you a call right away, after having read whatever useful offer you provided, they may be more inclined to get in touch with you. Providing your phone number within the pages of the offer makes finding that contact information all the easier for them.
7. Don't Forget Location Specific Pages
Some companies with multiple locations have multiple phone numbers for their various locations. If you have more than one location, you should consider creating location specific pages on your website. On these pages, including your phone number (and other contact information) is a great way to encourage visitors who land on these pages to pick up the phone and call.
While you don't want to bombard your visitors with your phone number at every turn, you also don't want to make it too difficult for them to get in touch. Implementing and testing some or all of these 7 methods on your website can improve the number of inbound phone calls you are receiving overall.