When a new business gets its first phone number, the choice between a local number and a toll-free number often gets made in a few minutes, usually by whoever is signing up for service. It deserves more thought than that. The number ends up on trucks, business cards, invoices and every listing the business owns. Here is how I think through the choice with an owner.
Start with who is calling
A local number with your town’s area code tells callers you are nearby. For a plumber, a dentist or a restaurant, that familiarity can matter. If many of your customers live within driving distance, a local number is usually the natural choice. A toll-free number makes more sense when your customers are spread across a region or the country, or when you serve people who would rather not pay to call you.
Know what a toll-free number signals
Toll-free numbers start with prefixes such as 800 and 888, and callers recognize them as business lines. They cost the caller nothing, which helps when customers are calling from far away or from a phone plan with limited minutes. Some customers, though, read a toll-free number as a large call center, and that may not match the feel you want. The number itself is only part of the impression. How the call is answered carries more weight.
Consider what your listings depend on
Business listings, local search profiles and review sites all store a phone number, and consistency matters. Whatever you choose, use the same number everywhere. A number that changes from one listing to the next confuses customers and makes it harder for search tools to match your business to its details. If you already have a local number in good standing, changing it to a toll-free number has a cost that is easy to overlook. Check how each listing and directory you use handles a toll-free number before you commit.
You can often have both
Many phone systems let a business keep a local number as its main line and add a toll-free number that rings the same phones. Customers see the local number on their materials, while the toll-free line can be used for national advertising or a service line. This setup adds a little complexity, so write down which number goes where and who checks the toll-free line when it rings.
Decide who answers the number
The number you pick matters less than whether someone answers it. Before you choose, decide who picks up during business hours, what happens at lunch and where calls go after hours. Calls that arrive after hours need their own answer, whether that is a voicemail greeting with a clear callback time or a service that routes emergencies to someone on call. Routing a toll-free number to a voicemail box that nobody checks loses the same job as a local number left unanswered.
Check the move before you sign
If you already own a number, find out whether it can move with you before you sign a new contract. Ask the new provider what is needed to transfer the number, and keep your current account open until the move is complete. The steps for moving an existing number are in switching phone providers without losing your business number. Ask about setup fees, charges per number and minimum terms, and get the answers in writing.
Write the choice down
Record the number, its type, where it is printed or listed, and who manages it. A simple note with the account login, the forwarding rules and the person to call when the line fails saves a lot of time later. If you are weighing a full switch of your phone system, the six questions to ask before switching business phone systems will help you compare what you have with what you would get.
My default recommendation
If your business serves one area and customers find you by name or on a map, a local number is usually the better first choice. If you serve a region, take calls from across the country or run a support line, a toll-free number may earn its place. Either way, choose one main number, publish it everywhere, and make sure someone answers it. The best number is the one your customers can reach and trust.
Revisit it when the business changes
A number that fits a one-location business may not fit after a second site opens or the service area grows. Put the phone number on the same review list as your other technology, and revisit the choice when the business changes shape. Changing a number is harder than choosing well the first time, so it is worth a short look every year.
Danielle Lemons is Vice President of Operations at DirecTech Connect, a Nashville provider of business phone systems, managed IT services, websites and digital marketing. More about Danielle.
Read more of Danielle’s writing, or see her profile at DirecTech Connect.
