These days there’s a lot of talk about how you should use your website as a marketing machine. …A lot of talk about search engine optimization (SEO) and pay per click advertising (PPC) to drive traffic to your web site or landing page. …A lot of talk about Facebook fan pages and social media.
But what you really want is to have an interested prospect call you… not just click around here and there online. Right?
In order to increase the likelihood of that happening, here are three things you should do:
1- Make sure your phone number is on every page of your website or advertising landing pages.
I can’t tell you how many times I have looked at a website and wanted to contact the company but could not easily find the phone number. So then I’m forced to look for a “Contact Us” page. If that’s not too hard to find, I go there. But very often even I can’t find that because their designer got cute with it and called it something else. Or, after I finally find it, the phone number is buried somewhere on that page. Sometimes I’ve found myself scrolling way down below the fold to find it. Huh? Why on earth would you put your phone number so far out of reach? Or worse yet, I’ve seen some companies’ websites that are absent a phone number so it’s impossible to call them unless you leave the site and search a phone directory. Crazy, isn’t it?
2- We recommend the top of your web pages.
That’s where people expect it to be. So just put it there. Don’t get tricky. And don’t let your designer try to get creative by putting it sideways or by doing something cooky that only a designer would understand. Getting calls is not about style. It’s about money.
3- To improve your chances of getting a call, try an offer.
This works especially well on advertising landing pages but it’s worth trying on your main website if your business is well-suited for it. Say, “Save 25%! Call Now.” or “FREE Gift! Call Now.” If they are looking at the phone number, they are in the consideration phase of the decision making process. That’s the point at which people often need a little push to go just one step further. An offer may be just the push they need.
Also, if you are doing a lot of advertising (online and/or offline), we recommend you use several 800 numbers to track your calls. Each ad and corresponding landing page should have a unique 800#.