Using Phonewords to Increase Call Enquiries

Think about the last time you heard a business number on the radio while driving. Unless it was something like 13 CABS or 1300 FLOWERS, you probably did not remember it by the time you parked. That is the simple idea behind phonewords. They turn a string of digits into a word people can hold on to, which can make it easier for them to call you later.

Here is how phonewords work, where they tend to help most, and what to think about before choosing one.

What are phonewords?

Phonewords are phone numbers where some of the digits spell a word using the letters on a phone keypad. In Australia, they are usually 13, 1300 or 1800 numbers, such as 13 VETS (13 8387) or 1300 FLIGHT (1300 354 448). When someone dials the word, the phone simply dials the matching digits.

On a standard keypad, each number from 2 to 9 carries a few letters: 2 is ABC, 3 is DEF, 7 is PQRS and so on. A phoneword picks the digits that line up with a word, so the number becomes easier to say, hear and remember.

Phonewords are part of a wider group the ACMA calls smartnumbers, which also includes numbers with easy patterns, such as 1300 222 222. They work just like any other inbound number: calls can ring your office, a mobile or a team spread across several locations.

How can phonewords increase call enquiries?

Phonewords can boost call enquiries by making your number easier to remember when people can’t write it down, such as while driving or listening to the radio. A word that describes what you do also tells customers they’ve found the right business, making them more likely to call.

A few things are at work here.

• People remember words better than numbers. A word linked to your service sticks in a way that six random digits often do not. That matters most when someone sees or hears your number once and needs to recall it later.
• The number does some of your marketing. A phoneword like 1300 MOVERS (1300 668 377) tells people what you do before they’ve even called. It works best on small spaces, such as a van door, a business card or a sponsorship banner.
• It feels established. A memorable national number can suggest a business that is set up for the long term, which helps when a customer is choosing between several options.
• It travels by word of mouth. “Just call 13 VETS” is much easier to pass on in conversation than a full number.

None of this guarantees more calls on its own. A phoneword works best when it is seen or heard in the right places by the right people, alongside good service when they do call.

Where phonewords tend to work best

They shine where people can’t easily save your number in the moment.

Online, they still help with brand recall, but most people will tap a click-to-call button rather than type the number. That is why showing the digits matters (more on that below).

Choosing a phoneword that works

The best ones are short, easy to spell and closely linked to what your business does. A few simple checks can save you from a number that looks great on paper but trips people up when they dial.

Say what you do, or who you are.

A service word (PLUMBER, MOVERS, DENTAL) helps new customers instantly understand what you offer. A brand word works well if your business name is already well known. Some businesses use a service word for advertising and keep their brand name for everything else.

Keep it short and easy to spell.

After 1300 or 1800, there are six digits to work with, so six-letter words fit neatly. Some phonewords use longer words, with the extra letters usually ignored when dialled. It can work, but test it on a few phones before committing, and note that a shorter word is generally easier to remember.

Avoid words that are easy to misspell or have common alternative spellings. If people are likely to type “COLOUR” one day and “COLOR” the next, one of them will reach someone else.

Watch for letter traps.

Two mix-ups come up often:

• O and 0, I and 1. The digits 0 and 1 have no letters on the keypad. Someone who sees “O” may press 0, which dials a different number.
• Words that sound alike. Words spelt differently but pronounced the same (such as “fore” and “four”) can send radio listeners to the wrong place, so they are best avoided for audio ads.

Pick the right number type.

You can get a phoneword on a 13, 1300 or 1800 number. The main difference is who pays for the call. 1800 numbers are free for callers, while 1300 numbers split the call cost between the caller and your business. 13 numbers are only six digits long, so they’re memorable, but they are also the hardest and most expensive to secure.

Making a phoneword easy to dial on a mobile

Most people now call businesses from their smartphones, and typing letters on a smartphone keypad is not as natural as it was on older phones. A few small habits make a big difference:

• Always show the digits next to the phoneword, for example “1300 FLIGHT (1300 354 448)”.
• Use the digits in click-to-call links on your website, emails and online ads, so a tap dials the right number straight away.
• Use the same number in your Google Business Profile and other listings, in digit form so that customers can call directly from search results.
• Test it yourself on a few different phones and from your own phone system before printing anything.

How do you get a phoneword in Australia?

In Australia, phonewords are bought as smartnumbers through the ACMA’s online Numbering System. Prices depend on how memorable the ACMA classifies the number, and there is a one-off registration charge plus an Annual Numbering Charge. Once you hold the number, a telco connects a service so calls can ring your phones.

A few details are worth knowing before you buy:

• Purchases are final. The ACMA does not refund smartnumbers, so it pays to check the spelling, digits and number type carefully first.
• You hold the rights of use. Smartnumber holders can trade their numbers or license someone else to use them, and you can generally move the service between providers if you change telcos.
• There are ongoing costs. In addition to ACMA charges, your provider will charge for the inbound service and the calls you receive, as with any 1300 or 1800 number.

Many businesses find it easier to let their provider guide them through checking availability, buying the number and setting up call routing, so everything is connected and tested before the phoneword goes on a sign or ad.

Measuring whether it is working

A phoneword is a marketing investment, so it is worth checking that it is pulling its weight. The simplest way is to look at your call volumes before and after you start using it.

For a clearer picture, you can use the phoneword in one channel, such as radio, and a standard number in another, then compare the call tracking reports over a few months. Call reports can show how many calls each number receives, when they come in and how many are missed. That helps you see whether the phoneword is bringing in new enquiries, and whether your team is ready to answer them.

Is a phoneword right for your business?

If your business relies on people remembering your number after seeing or hearing it once, a phoneword is well worth considering. Trades, removalists, health practices, hospitality and local service businesses that advertise on radio, vehicles or signage often find them a natural fit.

A good next step is to jot down a few words linked to what you do, then check which ones are available as 1300, 1800 or 13 numbers. If you would like a hand with that, the Com2 team can check availability with you and set everything up so the number is ready to take calls.