For many small businesses, phone calls are one of the most valuable forms of enquiry.
A call can allow a potential customer to explain their needs, ask questions and establish whether your business is suitable for them. However, getting more relevant phone calls requires more than displaying a telephone number on your website.
Your business needs to be visible when potential customers are looking for your services, communicate a compelling reason to call and make it easy for people to reach you.
It is also important to track which marketing activities generate calls and whether those calls lead to new customers.
1. Make your phone number easy to find
If a potential customer has to search for your contact details, you may lose an opportunity.
Display your phone number prominently on your website, particularly on the homepage, important service pages and contact page.
For mobile visitors, use a properly configured tap-to-call link so they can call without manually copying the number.
Where appropriate, include a clear call to action such as “Call for a Quote” or “Speak to Our Team”.
Make sure the number is correct and that calls are answered or returned promptly.
2. Use Google Ads to reach people searching for your services
Google Ads can help businesses reach people searching for relevant services, including people who may prefer to call rather than complete an online form.
Depending on campaign type, device, eligibility and configuration, options may include call assets, prominent phone links or other supported calling features.
For example, a business providing urgent repairs may want to make contacting the business as straightforward as possible.
Target relevant search terms and geographic areas, and ensure the advertisement accurately represents the services you provide.
Advertising does not guarantee calls. Search demand, competition, budget, messaging and the quality of your offer all affect results.
3. Improve your local Google visibility
For eligible local businesses, a Google Business Profile can help potential customers discover your business through Google Search and Maps.
Keep your phone number, business category, service information and opening hours accurate.
Add genuine photographs and encourage satisfied customers to leave honest reviews.
Local visibility depends on several factors, including relevance, distance and prominence. An accurate profile can support discovery, but it does not guarantee top rankings or a specific number of calls.
4. Create relevant service pages
Your website should make it clear which services you offer and how potential customers can enquire.
If your business provides several distinct services, dedicated service pages can help visitors find relevant information and may support organic search visibility.
Each page should explain the service, the customers it suits, relevant service locations and the next step.
For services where customers commonly call before making a decision, make the phone number and reason to call especially clear.
5. Give people a reason to contact you
Potential customers are more likely to enquire when they understand what you offer and why it may be relevant to their needs.
Depending on your business, useful reasons to call might include:
- Requesting a quote.
- Discussing a specific problem.
- Checking availability.
- Arranging a consultation.
- Understanding which service is suitable.
- Asking about a project or booking.
Make sure the call to action reflects what your business can actually provide.
6. Build trust before the customer calls
People may hesitate to call if they are unsure whether your business is legitimate, experienced or suitable for their requirements.
Include genuine customer reviews, relevant qualifications, examples of completed work and clear explanations of your process.
For higher-value services, a case study or detailed service page may help answer questions before the first conversation.
7. Track which marketing activities generate phone calls
Without call tracking, it can be difficult to know whether calls originate from Google Ads, organic search, your Google Business Profile or another source.
Suitable call tracking can help attribute calls to marketing activity, depending on the technology and implementation used.
For example, a system may use dedicated tracking numbers or dynamically display numbers based on a visitor’s source.
When selecting a solution, consider whether it can measure the sources that matter to your business and whether it integrates with your existing analytics or advertising systems.
If calls are recorded or personal information is collected, ensure the setup complies with relevant privacy and consent requirements.
8. Measure call quality, not just call volume
More calls are not necessarily better if many are irrelevant or outside your service area.
Where possible, record whether calls are:
- Relevant to your services.
- From people within your target market.
- Qualified sales enquiries.
- Requests for quotes or appointments.
- Converted into paying customers.
This helps distinguish between a marketing channel that generates a high number of calls and one that generates valuable business.
9. Make sure you don’t lose calls after they arrive
Marketing can generate enquiries successfully while the business loses opportunities through missed calls or delayed responses.
Consider how calls are handled during busy periods, outside business hours and when staff are unavailable.
Establish a process for returning missed calls and recording the outcome of important enquiries.
Where appropriate, provide an alternative contact option, such as an enquiry form or booking request.
How Quikclicks can help generate and track calls
Quikclicks provides Google Ads management, SEO, website design and digital marketing services to help businesses improve their online visibility and generate enquiries.
We can help improve your website’s contact experience, target relevant searches and establish suitable tracking to understand which marketing activities produce phone calls.
Want more quality phone enquiries for your business? Contact Quikclicks to discuss your website, advertising and call tracking requirements.
