Cordwainer CallRail Evaluation
Overview
During the November 2025 website strategy review, the team identified that the phone number displayed in the Cordwainer site header is a CallRail tracking number rather than the facility's direct line. A decision on whether to retain CallRail or replace it with the direct number was flagged as pending, with Mark Hope assigned to weigh in.
Current State
- The header phone number is a CallRail tracking number, not Cordwainer's direct facility number.
- This was noticed during a live walkthrough of the site; Bodo Liesenfeld confirmed the displayed number is not their actual phone number.
- CallRail was presumably implemented by a prior agency (likely Sixth City or an earlier vendor) to track inbound call volume from the website.
Decision Criteria
The team acknowledged there are "good and bad things about CallRail." Key considerations for the evaluation:
Reasons to keep CallRail:
- Provides call attribution data — useful for understanding which traffic sources drive phone inquiries.
- Useful if pay-per-click (PPC) campaigns are active or planned, as it enables campaign-level call tracking.
Reasons to remove CallRail:
- Cordwainer's stated preference is form fills over phone calls — Maria and Bodo confirmed this explicitly during the meeting. If calls are a secondary conversion goal, the overhead of maintaining a tracking number may not be justified.
- Displaying a tracking number rather than the real number can feel impersonal or create confusion if the number changes.
- If PPC activity is winding down or paused, the tracking value diminishes.
Current Lead Generation Preference
"You said you do prefer a form fill versus a call, correct?" — Melissa Cusumano
"Yes. Correct." — Maria Lastoria
The primary CTA on the homepage is "Schedule a Visit" (form fill). Phone calls are secondary. This preference weakens the case for maintaining a dedicated call-tracking number unless PPC campaigns are actively running.
Status
Decision pending. Melissa Cusumano noted she would consult Mark Hope and provide a recommendation within a day or two of the meeting.
- [ ] Mark Hope to assess CallRail value and advise on retention vs. removal
- [ ] If removed: replace header number with Cordwainer's direct facility phone number
- [ ] If retained: confirm CallRail account ownership and ensure Asymmetric has access
Related Context
- The homepage CTA audit also removed "RSVP for an Event" and "Apply for a Job" to reduce distraction from the primary lead-gen goal — consistent with the preference for focused, form-based conversions.
- Unbounce landing pages (used for PPC) were also under review at the same time; the fate of CallRail may be linked to whether PPC campaigns continue. See [1] for broader project context.
Related Docs
- [1]
- [2]