Turn Website Visitors Into Phone Calls: 7 Fixes for Local Businesses

Short answer: if visitors leave your site without calling, getting more traffic will not fix it. The quickest wins are a tap-to-call button on every page, one clear next step, a short form, and proof near the button. This post gives you seven fixes you can check on your own site in about an hour.

*Written by Barry Scheurweghs, Sureway Marketing, Peoria, AZ.*

For the full page-by-page layout, see the anatomy of a high-converting local service website.

Why do visitors leave without calling?

Usually they could not find the number, did not trust the page, or hit something annoying. A person looking for a plumber, a barber or an auto shop is often on a phone, in a hurry, and a click or two away from your competitor. Your job is to remove every reason to hesitate.

Fix 1: Is your phone number tappable on every page?

On a phone, a number that is plain text makes the visitor copy it and switch apps. Make it a tap-to-call link. Put it at the top of every page and again near the bottom. Check this on your own phone, not on a computer.

Fix 2: Is the next step obvious?

Pick one main action: call, book, or ask for a quote. Say it in plain words on a button, like “Call now” or “Book a time.” A page with six competing buttons gets fewer calls than a page with one.

Fix 3: Is your form short?

Ask only for what you need to call back: name, phone and what they need. Every extra field loses some people. If you have a long form, cut it in half and see what happens to the number of leads.

Fix 4: Is there proof near the button?

Put a real review, your star rating or a short line about who you serve right next to the call button. A stranger deciding whether to call needs a reason to trust you at that exact moment. For more, read the trust signals that win the job.

Fix 5: Does your page load fast on a phone?

A slow page loses people before they read a word. Use smaller photos, remove sliders you do not need and test the page on a cellular connection, not just your office Wi-Fi.

Fix 6: Do your name, address and phone match your Google profile?

Customers often go back and forth between your Google profile and your site. If the name, address or phone differ, trust drops. Google’s profile guidelines say the name must match your real-world name, including on your website and stationery, so use the same details everywhere.

Fix 7: What happens when you miss the call?

Even a perfect page cannot help if the call goes unanswered. A missed call is often a lost customer. A missed-call text-back can reply in seconds and keep the job alive. See text-back beats voicemail and why after-hours missed calls cost you customers.

What can I do this week?

1. Open your site on your phone and tap your number. Does a call start?
2. Count the buttons on your home page. Reduce them to one main action.
3. Cut your form to name, phone and need.
4. Add one real review next to your call button.
5. Check your name, address and phone against your Google profile.
6. Decide who answers calls, and what happens after hours.

How will I know these fixes worked?

Count before you change anything. For two weeks, write down how many calls, forms and texts you get from your website. Ask each new caller one simple question: “How did you find us?” Then make the fixes in this post and count again for two weeks. If calls go up, keep going. If nothing changes, look at the next likely problem, which is usually page speed or the first screen a visitor sees on a phone.

Change one or two things at a time. If you change everything at once, you will not know which fix helped. Keep a short note of the date and what you changed, so you can look back later.

What if most of my customers call from Google, not from my website?

That is common for local businesses. Many people tap the call button on your Google profile and never open your site. In that case, the profile matters just as much as the page. Keep your phone number, hours and name correct there, and see what Google says matters on your Business Profile.

Frequently asked questions

How many calls should my website produce?

It depends on your industry and traffic, and I will not make up a number. Track the calls you get now, make these fixes, and compare after a month.

Should I add a chat box?

Only if you can answer it quickly. An unanswered chat box looks worse than none. A visible phone number is the safer first step.

Do I need a new website?

Often not. Many sites just need a clear button, a visible number and a faster page. If the site is hard to fix, a rebuild may make sense, but check the simple things first.

Want me to look at your site and tell you the two fixes that matter most? Get your free marketing report. No contract.

*Barry Scheurweghs, Sureway Marketing, Peoria, AZ.*

Related reading: Your Contact Page Is Costing You Calls — Here’s How to Fix It · Does Your Website Load Fast Enough? A Plain-English Speed Guide · 7 Things on Your Homepage That Decide Whether a Visitor Calls You