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Have you ever dated someone who spoke a completely different love language than you? Maybe they love showering you with gifts and words of affirmation, but you prefer to receive acts of service and plenty of quality time. The discrepancy is cute at first, but once the honeymoon phase is over, your relationship falls into shambles because your partner doesn’t communicate with you the way you want them to. 

That might sound like a bit of an exaggeration when it comes to dating. But when it comes to communicating with customers, there really is no space for communication imbalances. It’s up to you to speak to customers on their terms — even if their terms are different than what you think they should be. Depending on your client’s business, that may mean a strategic shift like prioritizing phone numbers on your landing pages. 

Adding phone numbers for landing page optimization

First, let’s start with landing pages in general. While some campaigns may be well-served by redirecting to your client’s homepage, in many cases you’re better off redirecting your target audience to landing pages that have been optimized according to search keywords, marketing channels, and so on. This kind of customization leads to a more seamless user experience, which helps increase conversion rates. 

If your client’s business fields a ton of on-demand requests, adding phone numbers to their landing pages is non-negotiable for lead generation. Think about it: If you’re stranded on the highway at night with a flat tire, the last thing you want to do is fill out a form on a roadside assistance company website with no idea if anyone is actually responding to it. In situations like this, customers need to be able to call and speak to a human.

This applies to any kind of business receiving calls that need immediate attention, such as:

  • Plumbers
  • Personal injury attorneys 
  • Locksmiths 
  • Medical offices 
  • Emergency services 

When people need help immediately but can’t place a call from your landing page, both you and your clients miss out on revenue opportunities. Instances like this are a good reminder for marketers that not every customer journey is the same and that some users enter at different stages of the sales funnel. That said, adding phone numbers to landing pages is just the tip of the iceberg — in order to make sure your campaigns are actually driving qualified leads, you’ll need to add call tracking to your marketing tech stack. 

Adding call tracking numbers for landing page optimization: A case study 

You may be thinking: “Why ask my clients to use another software when Google Analytics can track phone call conversions, too?” The short answer is that Google Analytics doesn’t give you the full picture. You may know the amount of mobile traffic that clicked to call from your client’s landing pages, but you don’t know with certainty where they found your site, what they called about, how your team managed the inbound call, or what happened after the call ended.

Enter call tracking software: It not only tells you which marketing campaigns are driving phone calls from your landing pages, it also lets you record, store, and play back call data. Plus, by integrating call tracking with your marketing CRM, you can fully track a customer’s journey through the sales funnel.

Personal injury firm Geoff McDonald and Associates, together with their agency Workshop Digital, discovered the value of call tracking in short order. By making use of CallRail’s integration with Unbounce, they found that most potential clients called the phone number on their landing pages to ask specific questions, rather than fill forms. Equipped with this information, Geoff McDonald and Associates and Workshop Digital changed marketing strategies by setting up 20 rotating phone numbers on their landing pages, and then used that data to split test using a testing tool and optimize landing page copy.

The result? A 33 percent year-over-year increase of leads from organic channels, and a 219 percent year-over-year increase in leads from paid and remarketing channels. Had the duo not used the call tracking platform, Geoff McDonald and Associates would be missing out on data leading to valuable clients, and Workshop Digital would be underestimating the value they provide to their clients.

Having a phone number on your landing pages certainly never hurts, but for some businesses it can make the difference between a so-so landing page and one that effectively drive qualified leads. By adding call tracking numbers to your landing pages, you can be confident that they’re working.