Dear SaaStr: Is It Still Important Today To Have a Phone Number On Your Website?
Yes, absolutely. You should put a phone number on your website for prospects to call. It’s one of the simplest, yet most effective ways to build trust and credibility with potential customers.
And yes, it’s OK for a great AI to answer it, so long as there is some escalation path to a trained human.
Here’s why:
1. It Makes You Look Real and Professional:
Prospects feel more confident when they know they can reach a real human. A phone number signals that you’re a legitimate, accessible business. Even if most people don’t call, just seeing the number builds trust. At Adobe Sign / EchoSign, we found that having a phone number on our pricing page helped convert hesitant prospects into paying customers.
2. It Facilitates High-Value Conversations
Some prospects—especially in enterprise sales—want to talk to someone before making a decision. They might have specific questions or concerns that aren’t addressed on your website. Giving them an easy way to reach you can accelerate the sales process and close bigger deals.
3. It’s a Lead Generation Tool
A phone number isn’t just for support—it’s a way to capture leads. When someone calls, they’re signaling strong intent. You can route these calls to your sales team or even use them to gather insights about what prospects care about most.
4. It’s a Cheap Investment for High ROI
While phone support or sales can seem expensive, the ROI is often worth it. Even if you outsource the initial call handling with a script, just having someone pick up the phone and say, “Let me connect you with the right person,” can make a huge difference. It’s a small cost for a big impact on customer satisfaction and conversion rates.
That said, you need to manage it well:
- Route Calls Effectively: Use tools like call routing or a virtual phone system to ensure calls go to the right person. For example, if a prospect calls, they should be routed to sales, not support.
- Set Expectations: If you can’t offer 24/7 availability, make it clear when someone will get a callback or response.
- Train Your Team: Whoever answers the phone should be trained to handle basic inquiries and escalate more complex ones appropriately.
At SaaStr, I’ve seen countless B2B companies hesitate to add a phone number because they think it’s “old school” or too resource-intensive. But the reality is, it’s one of the easiest ways to stand out in a crowded market.
Prospects will remember that you were the company that actually picked up the phone.
