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.
Related articles
How I track WhatsApp conversations as conversions in Google Ads At the time of writing Google has no way of tracking WhatsApp leads as conversions. I've used a couple of work arounds to solve this.
Will using technical terms and industry jargon on a landing page improve conversion rate? Landing pages have to be written for both the expert and non-technical user because you get both expert and non-technical visitors. Here's how to do that.
Improve conversion rates with visitor-focussed headlines High-converting headlines are about what the visitor cares for, not about the characteristics of the business. Here's how to check your headline for visitor focus.
6 Critical Mistakes You're Making with Your Landing Page Amy Hoy wrote a brilliant article titled 6 Critical Mistakes You're Making with Your Landing Page. She makes a really interesting observation which resonated with me: Landing page design is actually a usability exercise.
CAPTCHA is like putting barbed wire in front of your shop Don't make it difficult for your customers to contact you. Businesses with the smoothest processes will attract (and keep) the best customers.
Do long enquiry forms get more qualified leads? If your enquiry form asks for much more than contact details you're losing qualified sales leads. Read on to learn why...
Honest conversion tracking when you've got live chat, click to call and a form I took on an account with no useful conversion data. Here's how I started tracking calls, forms and live chat accurately.
How I got landing page load time down from 0.8 seconds to 0.2 seconds. Here’s a quick tip for improving landing page speed. As you know, nobody likes a slow website. Load speed is strongly correlated with the conversion rate: Fast website = more leads.
How long should your landing page be? How long should your landing page be? The answer isn't a number.
How to craft high-converting headlines, even if you have the copywriting skills of a turnip. If you’re anything like me, starting is the hardest part of writing. It's like I'm staring at the screen waiting for someone to unblock the idea pipe. That struggle is over.
How to improve landing page conversion rates by increasing visitor motivation Here's how I doubled the conversion rate on some Google Ads lead generation landing pages by improving visitor's motivation.
How to improve landing page experience. Improving page speed helps improve landing page experience. Google's guidance is broad, not specific. That makes it hard to know what to do. Google does provide one specific set of instructions, following these will improve landing page experience and boost conversion rates.
I’m paying for clicks but I'm not getting enough leads. Read on to learn how your website could be sabotaging your advertising. And, what you can do to get more leads from your the clicks you've already paid for.
Improve website conversion rates with autocomplete. Here's a small tweak to the contact form on your website that'll make it easier for people to complete it. Adding autocomplete to your form fields is one of those 1% kaizen improvements. They all add up.
Landing pages: Click-to-call or contact form? You get the highest conversion rates from landing pages that concentrate on convincing visitors to do just one thing. Offer visitors too many choices and they bounce. But what if there are two equally good things your visitor could do?
Use HTTPS for your landing pages or kill your conversion rate. The number of website enquiries you get is going to fall off a cliff after 24th of October if your website doesn't use HTTPS. After the 24th of October 2017, Google Chrome will warn people that web pages with forms are insecure unless they’re served over HTTPS. Here's how to fix this.
We read websites like we did 100 years ago Even though the internet is infinitely more ubiquitous now. Even though we've had a generation grow up with Google. Even though 2-year olds have iPads . The way people read websites hasn't changed...
What's your landing page's first job? It’s not to convince someone to buy from you, establish trust, build your brand or educate your customer. Those things are important but they're not the first job. The first job is ...
Length is a liability; value per page is an asset. This is a quote from Write Useful Books by Rob Fitzpatrick. His advice is perfect for lead-generation landing pages.