Like many internet marketing devices, Pay Per Call originated in the USA, but is also being developed in the UK as a key part of the marketing mix. From SMEs to big business, Pay Per Call is proving to be an ideal way to convert prospects to customers.

For the smallest companies, Pay Per Click is the alternative to spending money on an expensive website. Prospective customers can view a directory entry on the web and then call the customer. Only if those viewings are converted to calls does the business pay a fee. Whilst the service was primarily aimed at these businesses, it has also become popular with larger businesses; particularly those with call centres.

These bigger businesses are already structured to serve a direct market, and with their call centres and trained operators in place, are best placed to convert an incoming call into a sale. Directors of these businesses believe that it is worth paying a premium for these calls - they feel that someone who has picked up a phone to enquire about a service is more likely to become a customer. If the caller is an existing customer, then the call can easily be used to up-sell or cross-sell the company's products. Costs for Pay Per Call are around £1 whereas Pay Per Click costs range from 5-20p on average. If the conversion rate is higher, however, more companies may be prepared to invest in the process.

For SMEs in the right marketplace, Pay Per Call makes economic sense. For others, web site solutions like WebCreator can offer optimised web site design at a very competitive cost. It may be worth exploring both options if some of your products are complicated. Research suggests that people are more likely to purchase expensive or difficult products over the phone; they feel more comfortable talking on the phone, and can get immediate feedback on their queries or problems.

It is likely that we will see Pay Per Call becoming an important part of many internet marketing strategies, as companies and consumers begin to distinguish those products that can be easily sold through web sites from those that require more customer-interaction.