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What Is Click to Call and Why Is It Important for Local Businesses?

With the number of people using a mobile device to access the internet growing, you might’ve seen a few people talking about ‘click to call’. But what is it, and why is it so important for local businesses?

‘Click to call’ in a nutshell

‘Click to call’ means that if you’re using your mobile to browse online, when you click a phone number or telephone button on a website or advert, the number will be automatically dialled for you.

You don’t have to copy and paste the phone number, or write it down separately; you just click and your mobile phone will do the rest.

Why is ‘click to call’ important?

‘Click to call’ is important because it makes it easier for people to get in touch with you, which could make it more likely that you’ll gain a sale.

‘Click to call’ is specifically for people who are using their mobile devices, like smartphones, to access the internet. The number of mobile users is increasing, making it a serious consideration for your business:

  • In March 2015, mobile traffic on the internet overtook desktop traffic for the first time (ComScore, 2015)
  • Over half of all online shopping in 2014 was done via mobile (Guardian, 2014)

The way people use the internet on mobile is very different to the way they use it on a desktop computer. Often these people are on-the-go and looking for information straight away, so they want to be able to get in touch with businesses immediately:

  • Mobile customers searching online are most interested in business hours, directions and address (Google, May 2014)
  • Over 90% of customers said they needed to call a business after searching online (Google and Ipsos Mori, 2014)
  • Customers said a clear phone number was the third most important element on a local business website (BrightLocal, 2016)

This makes ‘click to call’ important for local businesses who want to get the attention of potential customers who are actively looking for information, and encourage them to visit their bricks-and-mortar shop.

How you can use ‘click to call’

Having the ‘click to call’ function on your website might mean the difference between an actual customer and a missed opportunity.

Luckily, adding ‘click to call’ to your website and other online marketing isn’t difficult.

Click to call links

Most modern mobile phones automatically turn written phone numbers on your website into links which a visitor can click. That means your first step is to make sure your phone number is clearly displayed on every page of your website, so it’s easy to find and click. The sidebar or header of the page is a good place.

You can add a little bit of code to your website which makes sure your phone number has ‘click to call’ enabled. If you have a team helping you with your website, they’ll be able to do that for you.

Click to call buttons

As an alternative to a written phone number, you could use a telephone button; a simple image (usually a phone icon and the words ‘Click to call’) which links to your ‘click to call’ phone number. This can be better than a text link for mobile customers as it’s easier to click on a small screen.

You can ask your team to help you make this button.

Click to call in adverts

If you use Google AdWords, you can add a ‘click to call’ button to your text adverts very simply by using the call extension. These buttons are particularly popular amongst ad viewers because they offer a very easy way to get in contact with you, as it doesn’t require them to write down your contact number as they’re viewing the advert. They’re also great for design because it is a clear call-to-action that can be branded to work with your advert and you don’t need to display the phone number itself.

You can read more about the call extension in our article, How to Create an Effective Google AdWords Advert.

For local businesses looking to capture customers on the move and encourage them to pick up the phone, ‘click to call’ is an essential component for their website and online marketing. Make their experience with you as easy as possible and you’re more likely to turn more potential customers into actual sales.

For more information on ensuring your business is mobile-ready, download our step-by-step guide.

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