How to get more phone call leads.
Most businesses who advertise online to get leads struggle to contact people who filled in an enquiry form. A recent analysis of almost 30 000 lost deals showed that 44% were lost because a salesperson couldn't contact the lead.
One way to improve this is to get leads to call you instead of filling in an enquiry form. Here are 5 things you can do to increase the number of leads that call vs filling in a form.
Add your phone number to your Google Ads.
Google allows you to add a phone number to your ads. When someone sees your ad while searching on a mobile phone they'll be able to click a button on the ad and call you.
If you do this, please check how many of the leads that originated with a call from an ad end up turning into customers.
I ask because I did a large-scale breakdown of how well calls turned into customers for a client. We found that people who called direct from the ad were less likely to contract than people who visited the website first and then called.
Your results might be different but it's worth monitoring.
Add a click-to-call button or link to your landing page.
This works if your visitor is on a mobile phone. It also works for visitor on computers if they have something like Skype set up as their 'computer phone'.
Here's the simplest HTML to make a clickable phone number link:
<a href="tel:your number here">your number here</a>
Add a scan-to-call QR code to your landing page.
A scan-to-call QR code saves a visitor on a computer from having to type your number into their phone. It's a small thing to remove some friction.
You can see how this works if you scan the example QR code below with your phone camera. It'll offer to call 555-555-5555 (not a real phone number).
You can generate a QR code for your number here: https://qrcode.tec-it.com/en/Phone.
Design your landing page to encourage people to call.
You could remove the enquiry form to force people to call or go away, but that means you miss out on leads who don't want to call. I think it's a poor choice.
An alternate is to make the phone number / click-to-call button more prominent by:-
- Putting it higher on the page.
- Putting it in several places on the page.
- Giving it a contrasting color.
- Making it bigger.
- Putting space around it.
You can make the enquiry form less prominent by doing the opposite:-
- Putting it at the bottom of the page.
- Making it smaller.
- Reducing the color contrast between the form and the rest of the page.
Tell people when it's OK to call.
You might want to include some text like below close to the phone number / click-to-call button.
Calls answered 8am to 5pm. Please leave voicemail outside office hours.
I offer 1-to-1 mentoring and consulting. You’ll get help, advice, support and answers without having to commit to a long-term contract. Details here.
Over the last few years I've done deep work with a handful of clients to increase the number of sales they made from their Google and Facebook leads. I've put what I've learned into a 9-lesson email course.
You’ll learn:-
- How to identify opportunities for improvement.
- How to generate more than enough ideas for improvement using the 2-magnets concept.
- How to apply those ideas in your business.
- How to measure the results of your work (so you can do more of what's working and less of what's not).
My experience has been that it will deliver more sales if:-
- Your business receives leads from online advertising like Google or Facebook.
- Your sales process happens offline. A lead arrives and there is a quote, assessment, demonstration etc before the sale happens.
- You have the capacity to handle a few more sales in the short term without having to hire or invest in new equipment.
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