Dear SaaStr: Is Having a Phone Number on Your Website Still Important Today?
Yes, definitely. Including a phone number on your website is crucial for prospects to contact you. It’s a straightforward yet powerful way to establish trust and credibility with potential customers.
And using a good AI to answer is acceptable, provided there’s a process for escalation to a trained human.
Here’s why:
1. It Makes You Look Real and Professional:
Knowing they can reach a real person increases prospects’ confidence. A phone number indicates that you’re a legitimate, approachable business. While not everyone will call, simply having the number available builds trust. At Adobe Sign / EchoSign, including a phone number on our pricing page helped convert uncertain prospects into paying customers.
2. It Facilitates High-Value Conversations
Especially in enterprise sales, some prospects want to speak with someone before making a decision. They may have specific questions or concerns that aren’t addressed on your site. Providing an easy contact method can speed up the sales process and secure larger deals.
3. It’s a Lead Generation Tool
A phone number serves not only for support but also as a means to capture leads. When someone calls, it suggests strong intent. You can direct these calls to your sales team or use them to understand what prospects care about most.
4. It’s a Cost-Effective Investment for High ROI
Though phone support or sales can seem costly, the ROI is often worthwhile. Even outsourcing the initial call handling with a script can make a significant difference. It’s a small cost that greatly impacts customer satisfaction and conversion rates.
However, it requires good management:
- Route Calls Effectively: Implement tools like call routing to ensure calls reach the right person, such as directing prospects to sales instead of support.
- Set Expectations: Clearly communicate when someone can expect a callback or response if 24/7 availability isn’t feasible.
- Train Your Team: Ensure whoever answers the phone is trained to handle basic inquiries and knows how to escalate complex ones.
At SaaStr, I’ve seen numerous B2B companies reluctant to add a phone number, considering it “old school” or too resource-demanding. However, it’s one of the most effective ways to differentiate in a competitive market.