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How to Create Click-to-Call

Max Freedman
Max Freedman

Click-to-call gives current and potential customers a simple and convenient way to connect with your team over the phone.

  • Click-to-call is a button that customers and sales leads push to instantly speak to someone at your company about your products and services.
  • In addition to convenience, the benefits of click-to-call include call tracking, saving, routing and reporting.
  • Click-to-call is useful for inbound and outbound sales, customer relationship management, chatbots, and customer service.
  • This article is for business owners who are interested in implementing click-to-call technology for sales and customer service.

A top priority in running a business is ensuring that current and potential customers get quick answers to their questions about products and services via the outlet of their choice. While some customers prefer using email or live chat services, others prefer speaking to someone directly. To facilitate those calls, more and more businesses are adding click-to-call technology to their websites and other outlets they use to connect with customers, such as email.

What is click-to-call?

Click-to-call is a technology through which a person clicks a button and is then rapidly connected to someone at your company for a real-time conversation. Click-to-call buttons are commonly found on websites and in email signatures, text messages, and blogs. They provide a way for customers to initiate a call without dialing a number. This technology makes the process simple by only requiring someone to click on a button or link rather than looking up your company phone number.

Key takeaway: Click-to-call is a button that instantly connects a sales lead or customer to someone at your company for a real-time conversation.

How does click-to-call work?

Click-to-call works by automating the process of placing a call to your company. A person who clicks your click-to-call button won't have to search for your company's phone number and manually enter it – instead, a click automatically triggers the phone call.

In the case of website, video, and email click-to-call buttons, these automated phone calls streamline the customer experience without the customer needing to leave your website, video or email.

Key takeaway: Click-to-call automates the dialing process, connecting leads and customers to a phone call with your company without the need to search for or manually enter phone numbers.

What are the benefits of click-to-call?

Implementing click-to-call technology brings several valuable capabilities to your business:

  • Convenience. Perhaps the most obvious benefit of click-to-call is that your customers won't have to search for your phone number and then manually dial it. This saves customers the time and potential annoyance of finding your contact information, resulting in fewer customers who abandon their quests to contact you. With more customers easily reaching you, you're more likely to make additional sales.

  • Call routing. Sometimes, click-to-call includes the ability to designate who at your company receives certain types of calls. You can designate recipients using customization and automation, or you can set an employee's phone number to receive all calls from a certain group of callers. For example, a click-to-call button on a product offering page of your website might be directed to a sales team member, while a button on your contact page might route the caller directly to customer service.

  • Call tracking. In some cases, click-to-call technology includes call tracking and saving functions. With call tracking, you can learn where your customers are calling from, and then use this information for demographic marketing.

  • Call recording. Call recording allows you to listen to calls to assess your agents' performance and offer feedback and suggestions for improvement.

  • Easier international dialing. Some click-to-call services allow international customers to make calls without paying international dialing fees. These services generate phone numbers with the same area code as the caller's, while still connecting the caller to you, thus offloading the burden of high international fees from both you and your customers.

  • Increased call volume. Although high call volume can be challenging to manage, a modest increase in calls can lead to more sales or better customer retention. Put another way, with a click-to-call button on your website, a larger number of website visitors might feel compelled to contact your company, potentially increasing your sales or customer retention.

  • Reporting. Many click-to-call options include reporting functions that overlap somewhat with call tracking and recording. For example, you can generate a report showing who has called you and compare the report's information to the names in your customer loyalty program. If you find a large overlap but have recently pursued acquisition instead of retention, you'll know that a different acquisition strategy is needed.

Key takeaway: Convenience for your customers is the primary reason to implement click-to-call for your company. Other reasons include call tracking, saving, and routing as well as reporting, international dialing, and higher call volume.

How do businesses use click-to-call?

Businesses can use click-to-call in various ways across their organization:

Inbound sales

You can use click-to-call buttons to incentivize people browsing your website to call your company and chat in real time about your products and services. In this context, click-to-call is an inbound sales method, since it gives a sales lead an easier way to learn more about your company and increases the likelihood of your company making a sale. Sometimes in these instances, click-to-call can work in reverse. The sales team will get a notice that someone wants to speak to them, and they will call the potential customer.

Outbound sales and customer relationship management

In addition to helping drive inbound sales, click-to-call buttons can be used for outbound sales. The outbound sales process is geared toward all buyers, not just those who you know are interested in your products or services. When you use this tech for outbound sales, however, it is your team, not your customers, who are using click-to-call tools.

Click-to-call comes in handy for outbound sales when your sales team is reaching out to leads via your customer relationship management (CRM) software. If your click-to-call tool integrates with your CRM program or another database of your leads' contact information, your team can use a click-to-call button to reach leads without manual dialing. The seconds that click-to-call tools save your outbound sales team can add up to chop hours off their work, making the sales process more efficient.


According to CRM company Salesforce, 53% of service organizations now use chatbots. Click-to-call could partially explain why, as some chatbots have click-to-call capabilities. These chatbots can present a click-to-call option for sales leads who show clear interest in your company's products, giving your sales team a quicker path to conversion.

Customer service

Just as click-to-call makes it easier for sales leads to start conversations with your company about making a purchase, it streamlines current customers' ability to reach you. Click-to-call tools allow your customers to visit your website's FAQs, returns or customer service pages and rapidly reach you to discuss pressing needs.

You've likely seen this form of click-to-call in action: Think about the last time you visited a company's support page and were prompted to request a call with an agent. That's click-to-call.

Key takeaway: Businesses use click-to-call for inbound and outbound sales, customer relationship management, chatbots, and customer service.

How to set up the click-to-call feature

If you've decided that click-to-call is right for your company, you'll need to follow some straightforward steps to implement your tool of choice:

  1. Choose your tool. You can get click-to-call through a third-party provider that offers API-based installation, or you can check whether your website hosting provider offers click-to-call plugins.

  2. Designate a phone number for call routing. After you install the tool, set a virtual phone number to which all customer calls will be routed.

  3. Decide whether to mask your phone number. Although this is not required, you may feel that, for security and privacy reasons, masking your phone number from customers is safer. If you mask your phone number, customers and leads receive a fake phone number that seamlessly connects them to your company.

  4. Set callback features if needed. If you want click-to-call tools so your team can call your customers and leads rather than vice versa, you'll need to enable callback features. This facilitates your team's calling abilities and gives your reps all the information they need about the people they call (the webpage that generated the call request, the customer's location, etc.).

  5. Consider your click-to-call button's placement. As you set up click-to-call, decide whether you'll use it on your website, in your emails, via text message or by some combination of these options. If you implement website or email click-to-call, you should consider your button's placement. In other words, where can you place the button within your content to maximize its visibility without it being obtrusive to the reader?

  6. Customize your button. Often, you can customize your click-to-call button with colors, text and other modifications. Choose words and colors that entice website visitors without distracting them from actively browsing your offerings.

Once you've made these choices, your click-to-call button is good to go – and more calls from leads and customers may soon follow.

Key takeaway: To set up click-to-call, choose your tool, set a phone number for incoming calls, and carefully place and customize your click-to-call button.

Image Credit: jacoblund / Getty Images
Max Freedman
Max Freedman
Business News Daily Contributing Writer
Max Freedman is a content writer who has written hundreds of articles about small business strategy and operations, with a focus on finance and HR topics. He's also published articles on payroll, small business funding, and content marketing. In addition to covering these business fundamentals, Max also writes about improving company culture, optimizing business social media pages, and choosing appropriate organizational structures for small businesses.