Prominently in the upper right corner of every webpage. Instead, the number had been moved (and the size and color changed), making it much harder to find. Which brings us to the controversial issue of phones versus forms in B2B. Some observers argue that phone numbers aren't that important to B2B companies. Given the more complex and time-consuming nature of the B2B sales process, potential customers prefer to initiate contact via a form rather than “picking up the phone”. No one, they argue, is going to order a
million dollar computer system over the phone. There is some truth in this argument. But that doesn't mean some customers won't want to make contact by calling. Maybe they want to ask some questions. Maybe they want to know a bit more about your product or service jewelry retouching service before giving you their email address. Whatever the reason, shouldn't you make it as easy as possible for them? But back to our client. In addition to the hard-to-find number, we faced another problem: a personalized phone number. You already know the vanity numbers.
These are those phone numbers where the letters are replaced with numbers to make the number more memorable. Such as 1-800-FLOWERS or 1-800-SOS-TAXI. Unfortunately, AdWords call tracking will not work with personalized numbers. But, upon further investigation, we discovered that not all pages on the client's website displayed the personalized number. Some inside pages show the old fashioned numeric number. So we added website call tracking anyway. And guess what? We started tracking one lead per business day from these numbers.