Usability: Using Letters in Phone Numbers

[RoxBrock]

A manager wants change our 800 phone number to use letters instead of numbers. This would involve changing our toll free number, changing phone number on website/blog/quote forms (different platforms) and changing on Social Media, Local and citations.

i.e. 1-800-GoReds1   versus 1-800-555-5555

Is there any research that shows customers appreciate a Brand Named phone number over simple numbers? It seems it would make using the phone number more difficult except on mobile, where it can be clicked.

I have looked online but have found nothing, but am not sure I'm searching the correct terms.

[MiriamEllis]

Hi Rox,

Great topic! I can only speak to the local aspect of this. Vanity numbers (numbers with letters in them) are considered a no-no when it comes to citation building. Ideally, what you want is a plain, local area code phone number that connects directly to the business. Looks like your current number is an 800 number, which some citation platforms don't support, but at least it is made up of numbers rather than letters. At any rate, if you client wants to use vanity numbers on radio ads or in images on his website, that's fine, but trying to list them as primary numbers on the website or citations can lead to NAP inconsistency, which is a negative ranking factor.

More on this topic:

http://searchengineland.com/what-not-to-do-on-local-business-websites-81650

http://blumenthals.com/blog/2014/11/25/guide-to-using-call-tracking-for-local-search/

Just for contrast, here's an article claiming the benefits of vanity phone numbers, but do pay attention to the source its coming from:

http://hello-operator.softwareadvice.com/want-memorable-toll-free-number-ask-neuroscientist-0414/

Hope this helps and that others will weigh in on use of vanity numbers in environments other than Local Search.

[BlueprintMarketing]

You can spell out the number and provided as a regular number. As for his phones being able to actually click on the number it will not make a difference aslong as you formatting correctly. e.g p>To make a booking, call tel:+1324-456-7899 Thomas

[RoxBrock]

I have a local number listed, so Google local is covered. I am asking about usability for desktop, ipad, tablet. Also how changing the 800 # will affect rankings, if at all. In all our citations that have the option we list both the local number and current 800 # without the vanity numbers. The vanity phone number is a completely new phone number.

Thank you for your comments.

[Eric_Rohrback]

Like Miriam mentioned - use the real number on citation sources and major offsite areas. The only ways I would suggest using a vanity number on your site is through javascript swapping (think CallRail phone tracking), or by using it in an image with the alt text being the real (non-vanity) number.

I would A/B test with the javascript method on your site. That solution would use a find & replace function depending on the click source (organic, direct, ppc, social, forum, etc), and swap in the tracking number/Vanity number. Test that for a while and compare phone call volumes. I think if you are a local business that would hurt NAP consistency, so that would need to be monitored pretty closely as well to make sure that vanity number doesn't cause damage.